SPORT MEETS CULTURE: HUMANRACE
Delivered a high-complexity global product launch uniting adidas’ five A-clubs and Pharrell Williams under a single creative and activation platform.
(A-clubs and Pharell Williams)
Key Contributions
Led the global launch strategy and creative approach for a multi-partner product collaboration.
Ran the agency pitch and creative development, defining the overarching launch concept.
Drove alignment across five A-clubs and Pharrell Williams, managing multiple senior stakeholders with diverging interests.
Led 360° content production and activation, spanning retail, digital, social and PR ecosystems.
Built and deployed a global launch toolkit, including calendar, amplification plans and partner coordination.
Impact
Successfully launched the first-ever collaboration uniting all five adidas A-clubs in a single campaign.
Product sold out within 24 hours of launch, becoming a highly sought-after limited edition.
Generated a major traffic spike on adidas.com and club platforms.
Established a reference case for large-scale, multi-partner brand activations.
