OPPORTUNITY

When I joined adidas, the brand had plenty of guidelines—but no clear point of view to guide them. There was nothing to point back to when making decisions about what the brand should stand for, sound like, or feel like. I saw an opportunity to build an ownable brand voice rooted in adidas’ values and creator heritage.

The move

I developed Rebellious Optimism as a global brand positioning and creative direction—giving adidas a clear North Star for how the brand should look, sound, and feel. The system translated that point of view into something teams could actually use, from narrative and tone of voice to photography, styling, design, and creative production.

Rebellious Optimism became a global brand North Star—the brand moved from a collection of guidelines to a shared point of view teams could build from.