Adidas superstar

Adidas asked us to help reignite the cultural icon status of the Superstar through creator amplification. I led the creator strategy, building a framework around “iconic behavior” to identify creators across music, sport, fashion, and skate who embody originality and could authentically style the Superstar within their own worlds. Rather than using creators as simple promoters, we flipped the model and let them lead by hosting community events that reflected what iconic behavior means to them. These moments naturally showcased the Superstar while bringing together their real communities. The result was authentic earned content from friends, fans, and collaborators that helped the brand show up credibly across multiple cultural scenes.