WHAT:

Developed a highly targeted media and seeding (VIP, industry persons of influence, social influencers) strategy for adidas Originals.

WHY:

To drive brand visibility, foster cultural relevance, and generate authentic buzz by strategically aligning the brand with key cultural voices and high-impact publications.

HOW:

To execute this, I identified six highly relevant gifting targets, including key figures such as Wisdom Kaye, Evan Mock, and Ayo Edebiri, to drive authentic cultural buzz. While segmenting targeted media titles into distinct cultural categories ranging from ‘The Icons’ (Hypebeast, Complex) to ‘The Cultural Edge’ (i-D, Dazed) and ‘The High-Fashion Crossover’ (Interview). From there, I crafted bespoke, publication-specific story pitches such as a technical deep-dive titled ‘The Architecture of the Archive’ and a rapid-fire news series called ‘The Three Stripes Blueprint’. My strategy also incorporates niche community engagement tactics, like a digital zine of user-submitted photos called ‘Found Objects,’ to actively engage grassroots creators. All meticulously chosen to resonate with the adidas Originals core audience and drive organic brand affinity.