Creative Strategy
// Challenge
adidas Originals were re-releasing the Forum shoe after its initial 1980s launch as a basketball sneaker. The global campaign required a coordinated roll-out across UK stores, in alignment with the global comms plan. As the freelance strategist for Broadwick Studio, we pitched for and won the global retail design toolkit across all stores, as well as launching the campaign in London Originals stores.
// Methodology
After aligning with the comms strategy, I developed strategic principles for the creative to be founded on, as well as connecting adidas consumer insights to the target audience for each of the store types. Throughout the process, I worked side-by-side with the creative team, ensuring their designs fit with the foundation of insights outlined.
For the London store launches, I co-developed and co-produced multiple events across the three retail sites, ensuring the strategic direction and consumer target were in line with the overall Forum narrative.
// Outcome
The toolkit was adopted by stores worldwide, with the strategy and creative working seamlessly to bring the campaign to life in the retail environment. This was further translated in the London stores with our events, engaging with our audience on a more community-centric level as required by the strategy.