2. adidas Global Collaborations
Client: adidas Statement & Consortium
Role: Product Marketing
Date: 2014 - 2015
Managing External Collaborations for adidas Global Collaborations Team
Brief:
The adidas Statement team is dedicated to managing high-profile collaborations that amplify the brand’s influence through partnerships with culturally relevant brands and designers. I joined the team during an exciting period of collaboration with influential London-based brands, including Palace Skateboards, Mary Katrantzou, and Spezial, to help manage and maximize the impact of these partnerships.
Approach:
In this role, I facilitated day-to-day communications between adidas and various collaborators, ensuring smooth coordination and alignment across projects. I also took on the production of detailed trend reports, which provided our team with insights into global city-specific trends, identifying emerging cultural movements and potential collaborators in key cities worldwide. This proactive approach allowed us to strategically suggest future collaborators, activations, and execution plans, such as developing a Key City Store Activation strategy to strengthen adidas’s presence in culturally significant urban hubs.
To support internal teams, I created comprehensive marketing catalogues for each collaboration, designed to provide the merchandising and global brand communications teams with a clear understanding of upcoming products, the stories behind them, and key products to emphasize. This helped unify adidas’s storytelling across markets and ensured that each collaboration resonated within the broader brand narrative.
Outcome:
My contributions enhanced collaboration efficiency, supported strategic planning for future partnerships, and strengthened adidas’s capacity to tell compelling stories through its partnerships. By facilitating internal alignment and enabling informed decision-making, the project supported adidas in building a cohesive brand presence through these high-profile collaborations, reinforcing the brand’s influence in the fashion and streetwear communities worldwide.