Global Sportswear
ADIDAS
Rebuilding adidas Women as a global social-first brand.
Client
ADIDAS
Industry
Global Sportswear
Engagement
Strategy · Voice · Campaign
Chapter one
THE WHAT
What the client came to us with.
adidas Women existed across Originals, women's training, and adidas by Stella McCartney, but they weren't speaking to each other. Originals carried cultural relevance, Stella brought high-fashion credibility, and women's training — the core product — sat without a clear narrative or sense of importance. The challenge was to connect these layers into something cohesive: a single, aligned conversation that could hold fashion, performance and culture, without diluting any of them.
Chapter two
THE HOW
The work, in three movements.
- 01
Defined a unified global content ecosystem across owned, earned, paid and influencer, giving adidas Women a single coherent voice across every surface and market.
- 02
Developed and executed flagship campaigns including #HereToCreate and #WorkIt, translating brand positioning into culturally relevant, performance-driven storytelling, and working cross-functionally across global and local teams to ensure consistency at scale while allowing for market nuance.
- 03
Built an always-on content engine designed to drive both audience growth and conversion — a repeatable system that fed campaigns, community and commerce in parallel.
Chapter three
THE WOW
What changed when the work shipped.
The work drove 3x Facebook growth (430K to 1.4M) and fundamentally shifted the audience composition of adidas UK Instagram, moving it from male-skewed to near gender parity (27% to 49% female). Campaigns delivered industry-leading efficiency at $0.01 CPC, all powered by a repeatable content system engineered to scale both reach and conversion.
3x
Facebook growth (430K → 1.4M)
49%
Female audience, adidas UK IG (from 27%)
$0.01
Industry-leading CPC
In their words
"Gemma gave adidas Women a social identity that finally felt unified — culturally sharp, commercially serious, and built to scale across every market."
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