ADIDAS BADGE CAMPAIGN SS2020
CHALLENGE:
How do you unify distinct sport categories under one clear narrative, while preserving their identities and driving impact during peak commercial moments?
CORE SKILLS:
board coordination (styling)
creative strategy
competitor analysis
The BADGE 2020 campaigns aimed to showcase the universal experience of sport by uniting 16 sport categories into one narrative for digital and retail. This initiative covered the brand’s key commercial peaks—notably Back to School and Christmas—ensuring consistent representation of categories like training, running, and Originals across all consumer touchpoints.
My role was cross-functional. It involved communication between product, markets, and creative teams to ensure a seamless execution. This involved translating strategy into execution across various platforms while maintaining coherence across all sport categories.