adidas | Support Is Everything
In 2022, adidas reinvented the way they design and create sports bras to launch their most comprehensive and inclusive collection to date. Our task? To help them the new sports bra collection on social with a powerful and inclusive campaign.
Working with the team at Clubhouse Studio as social creative and strategic lead, we came up with a strategy to launch the campaign across social, sweating the assets from the ATL agency as well as creating our own bespoke social concepts. The campaign achieved viral success, with our provocative launch asset being shared far and wide. In case you didn’t see it, the post consisted of 25 pairs of breasts - I now consider myself an expert on Facebook-approved nipple censorship methods. The launch was supported by an influencer strategy, which used a tiered briefing approach, of which I was also the strategic and creative lead.
A simple launch post with a powerful point. The initial post kickstarted conversations in the press as well as receiving over 120,000 likes.
Alongside the assets generated by the ATL agency, we used an on-set social unit to capture bespoke social assets, for both adidas channels and talent channels, as well as commissioning influencers to create additional assets. All talent, plus the adidas influencer network, received detailed briefs for capturing content, and comprehensive toolkits with posting guidance
