Historically, adidas marketed their products according to men’s preference for shopping by sports category. However, for adidas, the women’s category is the largest current growth opportunity, and this default to a male mindset negatively affected the brand’s reach with women. Shouldn’t marketing reflect how women really shop?

We created “Powerfully Versatile,” a campaign which unified adidas’ women’s categories under one consistent idea and voice. Recognizing that women seamlessly mix gym, street, and workwear in their daily lives, the campaign celebrated the versatility of modern women and delivered a cohesive message across retail, print, digital, and social platforms. We also created a luxe print and digital lookbook that merged fashion, lifestyle, and athleticism, featuring multifaceted ambassadors like actress Lorenza Izzo, golfer Danielle Kang, and soccer player Sofia Huerta. This lookbook was supported digitally and in-store, and was shoppable on Facebook, Pinterest, and Instagram. Ultimately, we maximized the retail experience to deliver a clear and consistent point of view for adidas’ women’s brand.