Adidas

Brief

CONNECT ADIDAS’ DIGITAL AND SOCIAL MEDIA PRESENCE TO ITS RETAIL STORES, POSITIONING LOCAL COMMUNITIES AT THE CENTER

Insight

Sports can provide a pathway to the tailored programs student-athletes need in order to obtain sustainable career paths. We can change lives through sport.

Idea

Create a catalyst for evolution from sports into technology within GenZ.

Execution

The Spark Program is a free night school program for women student-athletes of color with an interest in art & tech. This 5-month program focuses on building metaverse literacy, networking, and the fundamentals to create and sell NFT’s.

Role

Research + Strategy

Timeline

12/21 - 02/22

We know that fewer than 2% of all college athletes will go on to play professional sports and, for women's basketball for example, the odds are less than 1 in 100, with only 0.8% of players turning pro. For women of color in sports, we know that various socioeconomic barriers impact their ability and access to build a viable career path.

We believe Adidas can flip the script. We can change lives through sport.

I had a ball focusing our insight and leading the research to back this femme empowerment project.

-K <3

Though a bit clunky, I am ultimately proud of crafting 'elevator pitch' statement for our insight. An iterative process is always worth it.

-K <3

The Spark Program focuses on building metaverse literacy, networking and the fundamentals to create and sell NFT’s.

Participants will learn how to leverage technology in creative ways that mix business and the arts.

We'll use the Adidas Flagship stores as knowledge hubs to help bridge the gap and give our community resources & opportunities they otherwise might not have access to.

We aim to geo-target creators club members in NYC and exclusively run Spark Program applications through the Adidas App.

Our focus is accessibility, applications will focus on who the applicants are, their love of sport, and their creativity.

During the program, we will sustain the hype via social media & push notifications through the creators club.

Our members will get exclusive opportunities about in-store events and access to Adidas Women lead merch such as Ivy Park.

This program is dynamic and scalable enough to build out across different cities while keeping the core community give-back essence.

During these unprecedented times we wanted to keep it:

Thoughtful
Practical
Safe

Again, I had so much fun with the tone and language on this project! I hope it was cool to read :)

-K <3