As Group Creative Director at Isobar, I led the digital agency of record relationship for adidas for over six years, overseeing the creative strategy and execution for Global Running, Basketball, and the brand's overarching Global category. Managing a multidisciplinary team of over 15 across creative, design, and UX, I worked as a core partner to adidas brand and product managers to solve their most complex marketing challenges. My role was to translate technical product innovations into compelling digital stories that resonated with athletes and sneaker culture, while ensuring every campaign functioned as a high-performance sales engine for adidas.com.

During this tenure, I directed the global digital launch for Boost—the largest and most successful innovation in the brand’s history—developing a strategy built on "undeniable truth" that scaled across 35 markets. Beyond product launches, I co-led the two-year global redesign of adidas.com, transforming the digital flagship into a personalized, high-performance platform that merged brand storytelling with frictionless commerce. This effort included developing Future Retail prototypes to connect mobile and in-store experiences, ensuring a unified brand voice across the consumer journey. Whether we were redefining athlete storytelling through #TheReturn of D Rose or launching the StellaSport line across 49 countries, I focused on building a scalable design language that turned brand equity into measurable, double-digit growth.


Results

> Global Flagship Transformation: Co-led the two-year redesign of adidas.com, delivering 27% YoY sales growth and double-digit DTC revenue increases.
> Rapid Sell-Through: Achieved 100% product sell-through for the initial Boost and StellaSport launches within two weeks.
> Aggressive Sales Growth: Met all global sales targets for the D Rose 4, Crazylight, and Springblade collections within the first 21 days.
> Traffic Performance: Orchestrated the #TheReturn campaign, driving a 400% increase in traffic to adidas.com.
> Social Reach: Helped scale the Global Running social community from 300K to over 8M fans during my tenure.
> Industry Recognition: Won top awards at Cannes Lions, Webby, Effie, W3, Web Awards, Hatch and more.