ADIDAS · READY FOR SPORT
Global Brand Strategy · Integrated Marketing · Organizational Mobilization · Global → Local
01 / THE MOMENT
In early 2020, campaigns, productions and media plans changed almost overnight. We started by listening to athletes and consumers around the world and heard the same need: connection, optimism and something to look forward to.
What role should a sports brand play when the world doesn’t need another advertisement?
02 / THE INSIGHT
Ready for Sport was born from that idea.
03 / MY ROLE
Working within a small global team alongside VP Global Brand Marketing Fabio Tambosi and creative agency Iris, I helped shape the strategy and connect categories, athletes and markets around one shared idea, moving at unprecedented speed.
04 / BREAKING THE PLAYBOOK
A global campaign without the machinery of a global campaign.
NO TRADITIONAL PRODUCTION
Athlete stories built remotely from interviews, archives and personal content.
ORGANIC FIRST LAUNCH
Employees helped become the campaign's first distribution network.
NO CATEGORY SILOS
Sport categories rallied behind one global idea.
Global scale. Intimate storytelling. Minimal production.
05 / EMPLOYEES BECAME THE MEDIA
Before asking consumers to share Ready for Sport, we started inside the brand.
I built the activation toolkit with Internal Communications and business-unit leaders, giving employees a simple idea they could make their own: What are you ready for?
1,678
EMPLOYEE STORYTELLERS
ORGANIC FIRST LAUNCH
8M+
ORGANIC VIEWS IN FIVE DAYS
06 / FROM CAMPAIGN TO GLOBAL PLATFORM
A moment became a platform.
READY FOR SPORT → THE SERIES → THE ANTHEM
What began as a response to a moment evolved as the world began moving again. Ready for Sport expanded into an athlete-led storytelling platform spanning sports, geographies and communities, from the All Blacks and Mikaela Shiffrin to Candace Parker, Donovan Mitchell, adidas Runners and more.
07 / CREATING AT A DISTANCE
The most global campaign we’d built became one of the most resourceful.
Working with Iris and athletes around the world, storytelling was built through virtual conversations, archival footage and personal content rather than traditional production.
No sets. No traditional shoots. Just stories worth telling.
08 / ONE BRAND, ACTIVATED GLOBALLY
One idea connected an entire global organization.
I led recurring alignment across categories and markets, connecting teams across Europe, the U.S. and APAC while the platform continued to evolve in real time.
TRAINING · RUNNING · FOOTBALL · BASKETBALL · TENNIS · ORIGINALS · RUGBY
↓
READY FOR SPORT
↓
GLOBAL STRATEGY → LOCAL EXPRESSION
09 / IMPACT
10 / WHAT IT CHANGED
Ready for Sport became bigger than a campaign.
What began as a response to an unprecedented moment became a flexible global platform spanning sports, athletes, markets and cultural conversations.
Some of the most meaningful work happens when there isn't a playbook. We had to build this one together.
WHAT THIS WORK DEMONSTRATES
Consumer Insight · Global Brand Strategy · Integrated Marketing · Organizational Mobilization · Global → Local · Cross-Functional Leadership · Agency Leadership · Agile Marketing