In close collaboration with global cross-functional teams, I led the creative direction, concept design, and overarching strategy. The work centered on a single belief: connecting creators through the language of sport. From this foundation, I shaped a strategic roadmap blending creativity with digital activation, building a campaign that functioned as a mindset and actionable north star rather than a simple slogan.

Although the campaign was never released due to the pandemic, it delivered a ready-to-launch global concept, strengthened cross-functional collaboration, and provided adidas with a compelling platform to express its refreshed purpose.