adidas — Tubular launch
My role
Global campaign development, partnerships and activations
The context
Launching an entirely new product franchise in the Sport Style segment.
What I did
- Development of the global "Tubular" campaign
- Wrote the global creative brief and steered the concept with the agencies
- Coordinated asset production across every touchpoint: retail, digital, social, media, PR
- Exclusive activation with Foot Locker Europe and US
- Collaboration with A$AP Rocky for the Foot Locker campaign
- Strategic alignment across partners, key markets and brand identity
What came of it
- Rolled out across multiple regions (Europe, US)
- Strong international visibility: PR, immersive retail, digital content
- Strong resonance with young audiences through A$AP Rocky's world
- Used internally as a benchmark for brand–retailer collaborations