The Story
When one of the most storied sports brands launches their first new label in over fifty years, it’s kind of a big deal. Meet adidas Sportswear — adidas’ latest fashion line that combines its performance technology with comfort-first looks. To bring the collection to life for its Gen Z audience, I was brought on to write hundreds of product stories across their global website.
THE THINKING
The new line is adidas’ way of ushering in the next generation of cultural trailblazers. To drive sales and invite Gen Z into the fold of adidas’ heritage, I refined a voice that struck a balance between rebelliousness and optimism.
WHAT I DID
+ Website Copywriting
+ Product Descriptions
THE RESULTS
adidas debuted adidas Sportswear in 2023. I wrote over 500 product stories across their global website, focusing on markets in Asia, Europe, and South America.
Iconic Drops
Continuing their reputation of fresh collabs, adidas Sportswear included collections with Disney, LEGO, and Finnish design studio — Marimekko.
Description
adidas Sportswear brings the spirit of playfulness into Gen Z’s daily moves. The collection blurs the line between loungewear and fashion staples to create pieces they could wear through whatever the day brings.
I worked with adidas to create product stories that spoke to Gen Z’s sense of exploration. Rather than tell stories about the products, I made the products part of the adidas story.
Categories
Copywriting, Product Descriptions