adidas · Brand / Digital
adidas Running Ecosystem
An always-on running platform connecting community, content, product launches and retail into one ecosystem.
Context
Runners live in an ongoing relationship with the category, not a seasonal one. Sporadic launch bursts leave gaps between the moments that actually matter to them.
The Idea
Design an ecosystem rather than a campaign: community activity, creator and athlete content, product storytelling and retail all feeding the same runner journey year-round.
My Role
- Built the always-on running marketing framework
- Connected community programs to product launch moments
- Set the content and creator approach for the category
- Aligned digital, CRM and retail to a shared runner audience view
Execution
- Always-on content calendar anchored to run culture moments
- Community and event activity linked to owned channels
- Launch campaigns landing inside the ongoing narrative
- Retail and digital merchandising aligned to category storytelling
Public-Safe Impact
- A durable category platform instead of isolated launches
- Community relevance across the running audience
- More efficient reuse of content across launch moments
Selected commercial results available privately on request.
Gallery
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