/ 001
Creative Direction, Brand Identity, Brand Strategy & Platforms
Creative Direction, Brand Identity, Brand Strategy & Platforms
Roles & Responsibilities:
The Challenge
adidas needed a unifying creative direction for 2025 that could connect Sports Performance, Sportswear and Originals under one global narrative. The goal was to evolve the brand trilogy of 24 The Close Up, 25 The Power of Three and 26 The Power of Free into a cohesive design system that strengthened adidas’ identity across sport and culture.
The Solution
The Power of Three narrative established the visual and tonal principles that defined adidas’ global storytelling, bringing alignment to every touchpoint from photography and film to design, partnerships and retail.
I led the brand design team in shaping this direction, translating the overarching strategy into a cohesive creative system that united disciplines and markets. The work defined a shared visual and tonal language across photography, design, film, social, partnerships and retail, ensuring every expression felt unmistakably adidas. I guided the development of creative pillars, toolkits and design frameworks that balanced consistency with creative freedom, empowering global and local teams to tell stories with the same authenticity and intent. This direction became the foundation for how adidas communicates across performance and culture, reinforcing its position as a brand that leads with clarity, confidence and creative ambition.
Team: Sofia Pereira, Jos Illiah, Alex Fallows, adidas BX
The Challenge
adidas needed a unifying creative direction for 2025 that could connect Sports Performance, Sportswear and Originals under one global narrative. The goal was to evolve the brand trilogy of 24 The Close Up, 25 The Power of Three and 26 The Power of Free into a cohesive design system that strengthened adidas’ identity across sport and culture.
The Solution
The Power of Three narrative established the visual and tonal principles that defined adidas’ global storytelling, bringing alignment to every touchpoint from photography and film to design, partnerships and retail.
I led the brand design team in shaping this direction, translating the overarching strategy into a cohesive creative system that united disciplines and markets. The work defined a shared visual and tonal language across photography, design, film, social, partnerships and retail, ensuring every expression felt unmistakably adidas. I guided the development of creative pillars, toolkits and design frameworks that balanced consistency with creative freedom, empowering global and local teams to tell stories with the same authenticity and intent. This direction became the foundation for how adidas communicates across performance and culture, reinforcing its position as a brand that leads with clarity, confidence and creative ambition.
Team: Sofia Pereira, Jos Illiah, Alex Fallows, adidas BX
Creative Director
Designer
Brand Direction
Identity System
Narrative Principles
Visual Language
Stakeholder Alignment
Creative Leadership
Creative Director
Designer
Brand Direction
Identity System
Narrative Principles
Visual Language
Stakeholder Alignment
Creative Leadership
adidas
adidas
Brand Direction '25-'27
/ 001B
Creative Direction, Brand Identity, Brand Strategy & Platforms
Creative Direction, Brand Identity, Brand Strategy & Platforms
Roles & Responsibilities:
The Challenge
adidas needed to introduce Climacool as a revolutionary silhouette, built from materials and construction unlike anything before. The challenge was to create intrigue and cultural credibility around a shoe with no existing style codes or category conventions.
The Solution
We positioned Climacool as both a technical breakthrough and a cultural statement, using mystery and allure to spark desire and define the identity of the new category.
I conceived the campaign narrative and aesthetic direction, working with Gabriel Moses to craft a distinctive visual world that blurred innovation and culture. I guided art direction, narrative strategy, and the influencer seeding program, ensuring the shoe reached athletes and cultural voices whose unboxings and styling interpretations would shape how Climacool lived in the world. The campaign not only created immediate hype but also established the visual and tonal blueprint for Climacool as a category. Within minutes of launch, the drop sold out on the adidas Confirmed app, validating the strategy and cementing the shoe’s place as both a performance innovation and a cultural statement.
Team: Raksha Jain, Gabriel Moses
The Challenge
adidas needed to introduce Climacool as a revolutionary silhouette, built from materials and construction unlike anything before. The challenge was to create intrigue and cultural credibility around a shoe with no existing style codes or category conventions.
The Solution
We positioned Climacool as both a technical breakthrough and a cultural statement, using mystery and allure to spark desire and define the identity of the new category.
I conceived the campaign narrative and aesthetic direction, working with Gabriel Moses to craft a distinctive visual world that blurred innovation and culture. I guided art direction, narrative strategy, and the influencer seeding program, ensuring the shoe reached athletes and cultural voices whose unboxings and styling interpretations would shape how Climacool lived in the world. The campaign not only created immediate hype but also established the visual and tonal blueprint for Climacool as a category. Within minutes of launch, the drop sold out on the adidas Confirmed app, validating the strategy and cementing the shoe’s place as both a performance innovation and a cultural statement.
Team: Raksha Jain, Gabriel Moses
Creative Director
Concept Development
Art Direction
Campaign Narrative
Influencer Seeding Strategy
Visual Language
Stakeholder Alignment
Product Storytelling
Creative Director
Concept Development
Art Direction
Campaign Narrative
Influencer Seeding Strategy
Visual Language
Stakeholder Alignment
Product Storytelling
adidas
adidas
Climacool
/ 001C
Creative Direction, Brand Identity, Brand Strategy & Platforms
Creative Direction, Brand Identity, Brand Strategy & Platforms
Roles & Responsibilities:
The Challenge
After the success of You Got This during the 2024 Olympics, adidas needed to evolve the platform as part of its shift toward The Other Side of Sport. The task was to move beyond moments of victory on the field, pitch and stage and instead spotlight the personal and unseen sides of athletes, the pressures, relationships and quiet moments that define who they are.
The Solution
You Got This 2025 carried the platform forward with the concept “We all need someone to make us believe.” The campaign positioned adidas as both performance gear and an emotional catalyst, highlighting athletes alongside the family, friends, and teammates who give them strength and confidence. At its core, the work championed optimism, framing sport as a source of belief, connection, and positivity that extends beyond competition.
I helped shape the campaign narrative and ensure alignment with adidas’ global brand direction, tone, and guidelines. Working with the agency and directors, I guided the creative framing and execution across markets, making sure each story expressed the truth that performance is never achieved alone. The campaign featured athletes including Aitana Bonmatí, Anthony Edwards, Aliyah Boston, Trinity Rodman, and Lamine Yamal, each paired with their “plus one,” a parent, sibling, coach, or teammate whose encouragement helped them push through pressure. By spotlighting these quiet but powerful relationships, the films deepened the meaning of You Got This and cemented adidas as a brand of belief as much as performance.
Team: adidas BX, TBWA, Crowns & Owls
The Challenge
After the success of You Got This during the 2024 Olympics, adidas needed to evolve the platform as part of its shift toward The Other Side of Sport. The task was to move beyond moments of victory on the field, pitch and stage and instead spotlight the personal and unseen sides of athletes, the pressures, relationships and quiet moments that define who they are.
The Solution
You Got This 2025 carried the platform forward with the concept “We all need someone to make us believe.” The campaign positioned adidas as both performance gear and an emotional catalyst, highlighting athletes alongside the family, friends, and teammates who give them strength and confidence. At its core, the work championed optimism, framing sport as a source of belief, connection, and positivity that extends beyond competition.
I helped shape the campaign narrative and ensure alignment with adidas’ global brand direction, tone, and guidelines. Working with the agency and directors, I guided the creative framing and execution across markets, making sure each story expressed the truth that performance is never achieved alone. The campaign featured athletes including Aitana Bonmatí, Anthony Edwards, Aliyah Boston, Trinity Rodman, and Lamine Yamal, each paired with their “plus one,” a parent, sibling, coach, or teammate whose encouragement helped them push through pressure. By spotlighting these quiet but powerful relationships, the films deepened the meaning of You Got This and cemented adidas as a brand of belief as much as performance.
Team: adidas BX, TBWA, Crowns & Owls
Creative Director
Narrative Framing
Brand Alignment
Art Direction Oversight
Campaign Strategy
Global Execution Guidance
Stakeholder Alignment
Storytelling Development
Creative Director
Narrative Framing
Brand Alignment
Art Direction Oversight
Campaign Strategy
Global Execution Guidance
Stakeholder Alignment
Storytelling Development
adidas
adidas
You Got This
Get in touch.