Creators club

ECD / Strategy

As global retail and experience partner, we led adidas’ approach to immersive brand experiences, guided by a strategic belief I shaped: adidas sells a lifestyle, not just sportswear.

We translated this into culture-led retail experiences that fused creativity, community, and commerce. From celebrating the Superstar’s cultural legacy to unlocking exclusive products and services, each experience blended physical and digital into a single lifestyle platform.

Rolled out globally, the experiences attracted new audiences, deepened loyalty, and reinforced adidas’ position as a leader in experiential retail.