Creators club

ECD / Strategy

Under my strategic direction that adidas is selling a lifestyle, not just sportswear, we created multiple retail experiences that fused creativity, culture and commerce. From celebrating the Superstar’s cultural legacy to offering exclusive products and services, each experience blended physical and digital retail.

These globally rolled-out activations redefined retail engagement. Drawing in new audiences, deepening brand loyalty, and reinforcing adidas’s leadership in experiential retail.