Basics Flashcards
Why Adidas?
> > Product - growing up - only product i could count on growing up from a quality standpoint for soccer and lacrosse - rocked superstars and sambas off the pitch, too. I also really admire sustainability commitments - 3 loop strategy <>
> > Lastly - I appreciate the Creator-centric strategy»_space; humans, visionaries who have words to share to move the world forward - people following people and movements rather than brands;
i’m an artist at heart and value elevating the voices of the creative visionaries to make change in the world as Adidas does
Why this role?
> > My creative type is visionary; able to predict trends whether narratives, product or in the digital space. able to pick up on those subtleties in a way i don’t feel is talked about much - very intuitive;
Left and right brainer - my natural way of thinking is harness an insight or set of insights to inform a strategy that extends out into a creative brief.
relationship builder, listener an integrator; globally - favorite level - support teams to support the consumer;
Also:
»visual storyteller at heart
»Started off in visual communication in college - passion for directing campaigns by bringing words and imagery together to speak to a specific person all the way to a high level campaigns whose narrative transcends sport + lifestyle to inspire a better world to live in [aka Brand Defining Campaigns at Nike].
> > Able to pick up on subtleties and trends before they become big;
Able to see the big picture, also versed in personalization as well as able to get down into the details to support execution;
___
___
> > Integrated Brand Marketer - experience in Brand Marketing, Retail, Digital, Creative;
Favorite has been brand - Creative Type is a visionary;
Love harnessing insight to create a strategy that informs creative in partnership with cross-channel teams;
Worked across all sport categories at Nike plus sportswear and purpose;
Creating community around shared values and ideas;
Tell me about your experience.
> > Eve
Fun Fact - Twin sister, Wanted to be Artist, Also a Math Nerd - able to use the left and right side of brain;
> > Ohio State University - Started off in design - visual communication; lover of bringing imagery and visuals together to tell a story that engages and inspires an audience; Shifted to Business with Marketing Degree; Design Minor;
> > CHAARG - like class pass for college aged students before class pass existed - with more of an emphasis on community; business model like sorority;
Visionary mindset and entrepreneurial spirit to help build brand from bottom up, lead marketing communications, creative and design strategies from ideation to execution;
Worked with Under Armour, Nike, VS Sport;
> > Nike in the Central Region of NA with a focus on Chicago - Running Brand and Training Brand; helping to lead Brand storytelling and experiences across all marketing functions - global campaigns rooted in chicago, to localizing global campaigns;
> > Nike in the Central Region of NA with a focus on Chicago - Digital Brand Strategy and Creative Lead for the launch of localized digital content across all channels, in partnership with all functions - end to end for all sport and lifestyle categories;
> > Nike EKIN in San Francisco - EKIN is Nike backwards, job is to know brand, consumer, marketplace and competition backwards and forwards; be the eyes and ears on the ground to share this information back with teams on campus to inform future campaigns, product and digital experiences;
worked across all sport and lifestyle categories and brought campaigns to life whether the vision started with my brain or the global team;
created brand experiences for accounts, members and authenticators in the bay area; also supported localized digital content creation for global campaigns. Ideation and Execution; worked across all sport and lifestyle categories;
> > Entrepreneurship bug - Brand Identity Design Consulting, Yoga Instructor, Preciscion Running Instructor
> > Lululemon - lead brand and community for biggest volume store in the region; led marketing campaigns from online to offline for local and global experiences; team of 28 finance, operations, merchandising;
> > Nike - Global Omni-Channel Marketing - sat in a rooom and merged the digital and physical retail functions; led vision for Global Running brand campaigns for products like Vaporfly and the first ever brand-defining apparel marketing campaign;
> > Nike - Digital Brand Channel Lead + Content strategist - created first strategic vision for nike app, nike run club and nike training club content, process for analyzing data, best practices playbook;
Lead teams to create campaigns up to these standards and saw an increase in engagement of 4% on average;
NA - led brand storytelling - brand defining spots - brough them to life across channels; sport changes everything, play inside; almost a channel-first mindset - working across retail, paid media, social, partners;
!!!
> > director stretch, then promotion to lead all teams - email, .com, paid media; created year long marketing plans and led cross channel teams to execute marketing campaings from online to offline rooted in data and insights;
> > looking for an opportunity to be a part of creativing brand vision again using everything i’ve learned working across different marketing functions and companies to inspire humans to be better as adidas does and find the creator inside them to make a change;
> > Brand Consulting and Creative Editing for friends start ups - sneak her flowers, the studio, ariana’s energy bites;
> > Looking for my next adventure - love leading teams and collaborating on the execution of a meaningful creative vision;
> > brands about elevating people, visionaries, activists, top creators - elevate voices
Why you?
> > True data and culture-driven, digital first, integrated Brand Marketer - brand, digital, retail and creative - speak language of all teams for peak collaboration;
>across all sport categories, sportswear, yoga, purpose, athletes; - campaigns that transcend;
I also have experience working at the Global, North America, Regional and City levels of the marketing - which gives me a unique understanding of how teams on different planes connect to form impactful localized campaigns.
Worked for lululemon and Nike ; Entrepreneur;
inspiring others through sport; voice / words most powerful;
above the line to below the line
Visionary type of creative - left and right brain
What sets you apart from other marketers?
> > Visionary mindset - subtleties;
Very intentional -»_space;True digital first, integrated marketer - understands importance of harnessing data and technical products to inform the most optimized holistic campaigns to personalization
Why Brand Communications?
> > Insight, Strategy, Creative - in partnership with visionaries and collectives to move the world forward in a postive way - from personally to the earth in a sustainable way;
> > Visual Communications;
What is your experience working with products?
> > Led Product Marketing - from digital products such as Nike App, Nike Run Club, Nike Training Club and even SNKRS - to Air Max Days, Vaporfly NEXT% and Jordan Launches
What is your experience working with artists?
> > Directing big name photographers [trashhand, nolis]
Athletes - Bo Jackson, Joanie Samuelson other Olympians
Artists - anyone with a vision to shift the world for good - nicole cardoza, lauren ash, jocelyn ramirez
Spotify, Apple Music
JERRY»_space; PHARREL»_space; YYYYARA»BEYONCE
What is your experience working with partner brand collaborations?
>>Headspace >>Spotify >>Apple Music >>Apple Watch Nike Plus - Globally >>Daily Harvest
What is your experience working on social causes?
> > below the line - N7 x2, BETRUE x2; keep engagement and retention rates high, keeping churn low;
Big name brand campaigns // narratives led by north america, new strategy across all sport + lifestyle, purpose focused -
Dream Crazier - Serena - evolution from Colin Kapernick;
Sport Changes Everything
Play Inside
You Can’t Stop Sport
Boston Marathon ‘MILES’ - slowly shifted quarter after quarter;»_space;Just Do It - it’s only crazy until you do it;
What is your experience working across sport categories?
> > Across all sport categories: Digital in the Cities, EKIN, Nike App, NRC and NTC
> > More relevant - campaigns / brand spots - transcend sport; North America created global narratives; Worked on those campaigns; which inspired me to create / spearhead some of my own visions;
> > Big name brand campaigns // narratives led by north america, new strategy across all sport + lifestyle, purpose focused;
> > Dream Crazier - Serena - evolution from Colin Kapernick;
Sport Changes Everything +7% engagement - new way of working for these spots;
Play Inside
You Can’t Stop Sport
Worked directly with W+K on Boston Marathon ‘MILES’ - slowly shifted quarter after quarter;»_space;Just Do It - it’s only crazy until you do it;
What is your experience working on sportswear/lifestyle?
> > Digital - co-led air max day for chicago across all channels; supported sportswear and basketball category;
EKIN - jordan, sportswear; basketball consumer in bay;
To and from style for Running and Training
lifestyle - supporting others;
What is your favorite Adidas campaign?
> > https://www.thedrum.com/news/2020/10/21/joy-optimism-and-resilience-how-adidas-unified-its-message-sports-darkest-hour
Yara Shahidi — sustainablity - elevating authenticators/other creators;
Pharrell’s vision to connect people with love, passion, and energy as a celebration of humanity. Equal sign - two stripes; Equality is love. Acceptance; Colors; Change is a team sport; Play for the Human Race;
Adidas hoops»_space; supporting black + LatinX youth athletes: Verified
“It means the ability to make a difference and change the lives of so many young people.” - Coach Maisha
Legacy is a program that helps us break barriers in sport and education in underrepresented communities. There are 27 schools already in the program, but @adidasHoops is just getting started.
We’re committing $1M to the Legacy Fund Scholarship as part of a larger $2.5M commitment to create scholarships for Black and LatinX youth in the next four years. We will partner with the United Negro College Fund to manage scholarships through 2024.
To learn more about the Legacy program, head to adidas.com/Legacy
As part of the Change stage of Creators Club Week, Parley for the Oceans (@parley.tv) Founder and CEO Cyrill Gutsch talks about solutions to plastic pollution and how a new mindset can help turn something negative into something positive.
Creators; Human over Brand; Taking care of humans and earth over brand clout - or is that brand clout;
> > Humans, Earth
What is your favorite competitor campaign?
- Peloton - people, instructors; like creators; which makes so much sense with the new partnership; creating good;
elevated consumer content; - Four Sigmatic
What is your favorite non-competitor campaign?
- Spotify - Wrapped
- Four Sigmatic
Who is crushing it during the pandemic with marketing?
- Peloton
- Chase - show me your walk
Who has the opportunity to do better, and what would you tell them?
- Anyone not using their platform to be transparent about human practices, sustainable practices and more;
What is your favorite brand campaign you’ve led?
- BETRUE
- Sport Changes Everything
What was the most challenging brand campaign you led?
- N7 Audio Guided Run
What opportunities do you see for adidas?
>>Above the line, below the line? Through line; >>Personalization >>Abilities >>Ages >>Gender
> > high level campaigns whose narrative transcends sport + lifestyle to inspire a better world to live in [aka Brand Defining Campaigns at Nike].
- Play Inside
- You Can’t Stop Sport
What agencies have you worked with?
- Wieden and Kennedy
- Instrument
- Thesis
- OBE
- MKTG
- Optimist
- Laundry Service
- Conscious Minds
Share above the line campaign you have worked on - most proud of.
- Global Shield Campaign [Brand Defining]
- Sport Changes Everything - in charge of below the line;
- Play Inside
Share above the line campaign you have worked on - challenges.
- Sport Changes Everything - a while to enroll teams; Worth it;
- Go More Get More
Share below the line campaign you have worked on - most proud of.
- N7
- True enablement in many ways - movement + taking action
Share below the line campaign you have worked on - challenges.
- BETRUE Challenge
-
Tell about a time where you brought a vision of yours to life.
- Tips in Stride
- Strategy for Apps, Best Practices, Analysis
- BETRUE
- N7
- NRC Cancelled - Event
Share your experience with through the line marketing.
- Sport Changes Everything
- Chicago Marathon
What opportunity do you see for Adidas?
- Age
- Abilities
- Genders
Favorite product focused campaign you’ve worked on?
- Shield Collection [Apparel + Footwear as Brand defining]
- Pegasus 37 - Zoom Camp From global to NA - executed learning in future campaigns
- Vaporfly NEXT%
Favorite Artist/Creator campaign you’ve worked on?
- Joanie - Boston Marathon, Vision, Clarity, Belief - High level video to sharing across platforms;
Talk about a short term communication strategy you led.
- Seasonal Campaigns - Big + Tall
Share a long term communication strategy you led.
- App Strategies - Acquisition, Engagement, Retention
- All Campaigns thought from an Acquisition, Engagement and Retention Lens - no drop and stop; Full lifecycle journeys;
Ex: Vaporfly NEXT% - learnings to inform next;
