ADIDAS × WANDERLUST

Expanding a Brand Without Losing Its DNA

Global Brand Partnership

Brand Strategy · Partnerships · Product · Experiential · Global → Local

The Opportunity

“How do you take a deeply rooted community global without losing the DNA that made people love it in the first place?”

Wanderlust had built a passionate community around yoga, mindfulness and conscious living. With ambitions to expand globally, the opportunity was to bring the strength of both brands together to broaden Wanderlust’s definition of wellness and accelerate its growth, without losing the community that made the brand special.

Wanderlust had built a passionate community around yoga, mindfulness and conscious living. The opportunity was to use adidas’s global scale to expand that community while protecting the culture and credibility that made the brand special.

My Role

“I led the partnership from the adidas side across brand strategy, product and activation.”

My role was to protect the DNA of both brands while translating the partnership into a proposition that could scale globally. I connected product, content and community across markets while helping shape a broader definition of the adidas × Wanderlust partnership.

I defined where both brands authentically intersected and translated that into a global proposition spanning product, content and consumer experiences.

The Approach

Broaden the brand, not dilute it

Wanderlust had earned credibility through yoga. Wanderlust 108 expanded that proposition into a broader wellness experience spanning running, yoga and mindfulness.

Expanded Wanderlust beyond yoga while protecting its core community.

Find the shared truth

The partnership connected two brands through a shared belief in movement, mindfulness, wellness and community.

Connected adidas’s belief in movement with Wanderlust’s authority in mindfulness and wellness.

Build an ecosystem that could scale

The idea expanded across global events, product, content and experiences while keeping Wanderlust’s community at the center.

Connected product, content and experiences across markets.

01 / THE EXPERIENCE

Run. Yoga. Mindfulness.

Wanderlust 108 reimagined the traditional festival as a mindful triathlon, combining a 5K run, yoga and meditation. The format broadened Wanderlust beyond yoga alone and created a more inclusive expression of movement and wellness.

02 / THE PRODUCT

Turning the partnership into something consumers could wear.

The partnership moved beyond experiential marketing into product. I led the development of the adidas × Wanderlust apparel collection, translating the shared values and aesthetic of both brands into a global product proposition. The FW17 collection debuted globally with 25 pieces of yoga and training apparel and accessories, supported by campaign content captured at Wanderlust Oahu in Hawaii.

adidas × Wanderlust co-branding identity

03 / THE COMMUNITY

Designing for the community, not simply marketing to it.

As the partnership evolved, product innovation also reflected values important to the Wanderlust consumer, including a collection incorporating recycled ocean plastic through adidas’s work with Parley for the Oceans.

04 / THE SCALE

A community built to travel.

The Wanderlust platform expanded across major cities globally, using a consistent brand idea while allowing each market to bring the experience to life for its local community.

Impact

60+ CITIES

Global Wanderlust footprint

25 PIECES

Global adidas × Wanderlust FW17 collection

ONE CONNECTED ECOSYSTEM

Product · Content · Experience · Community

WHAT THIS WORK DEMONSTRATES

Brand Strategy · Brand Partnerships · Product · Community Building · Experiential Marketing · Global → Local · Agency Leadership