Context:
adidas needed captivating copy and event branding for high-energy activations like the adidas Community Lab event during the NCAA Women’s Final Four, adiClub x Tone House training session in Soho, and shoe collabs with Sole Play in Atlanta and Puffer Reds in Detroit — each with a unique audience and cultural vibe.

My Role:

• Led copy development for event signage, in-store activations, and experiential touchpoints.

• Adapted brand messaging for varied cultural moments while preserving adidas’ global voice.

• Partnered with creative directors and event producers to ensure copy elevated the physical experience.

The Work:
From high-intensity fitness challenges to heritage streetwear drops, I crafted concise, bold, and action-driving copy that translated adidas’ ethos into live moments. Whether attendees were scanning a QR code, snapping a photo, or stepping onto the court, the language made them feel part of something bigger.

Impact / Results:

• Helped drive full registration for adiClub events within hours of announcement.

• Strengthened on-site brand engagement and shareability through intentional, camera-ready copy.