As Group Creative Director at Isobar, I led the digital agency of record relationship for adidas for over six years, overseeing creative strategy and execution for Global Running, Basketball, and the brand’s global category. I managed a multidisciplinary team of more than 15 across creative, design, and UX, collaborating closely with adidas brand and product managers to address complex marketing challenges. My focus was on translating technical product innovations into compelling digital stories that engaged athletes and sneaker culture, while ensuring each campaign drove high-performance sales for Adidas.com.

During this time, I directed the global digital launch of Boost, the brand’s most successful innovation, developing a strategy based on "undeniable truth" that scaled to 35 markets. I also co-led the two-year global redesign of adidas.com, transforming it into a personalized, high-performance platform that integrated brand storytelling with seamless commerce. This included developing Future Retail prototypes to connect mobile and in-store experiences and ensuring a consistent brand voice throughout the consumer journey. From redefining athlete storytelling with #TheReturn of D Rose to launching StellaSport in 49 countries, I focused on creating a scalable design language that converted brand equity into measurable, double-digit growth.

Our work received top honors at Cannes Lions, Webby, Effie, W3, Web Awards, Hatch, and more.