adidas x UNIVERSAL STANDARD
OPPORTUNITY
With 68% of women in the US a size 14 or above, the hard reality was that our brand was leaving at least 110+ million women — in North America alone — out of the conversation. Wanting to right our wrongs, we joined forces with Universal Standard, a size inclusive fashion brand whose mission to create access for all sizes, to create a performance product launch that would reset our approach to product sizing.
OUR POV? AS WOMEN, WE DON’T NEED TO CHANGE. PERSPECTIVES DO.
APPROACH
Transparency was a priority with both of our target demographics, with Universal Standard’s focus on fashion and ours on athleticism. Through careful consideration and coordination with six internal teams, we pushed the notion of what an athlete and sport traditionally looks like, and landed on messaging that was simple, relatable, and honest — A Collaboration for All of Us, As We Are.
Casting played an integral role as styling the product, and included a representative cross-section of women, moving in ways that felt true to them. Content was released on both brand’s social channels as well as digital.
PROCESS
With product launching in US and Western Europe markets, my two-person team served as gatekeeper to creative communications between both brands, and worked closely with all partners; I created and directed all written communications, from social, eComm, and PR between three separate partner agencies.
