adidas
- adiClub 2025 Refresh
For the 2025 evolution of adidas’ adiClub membership program, I partnered with adidas’ in-house agency and global stakeholders to audit existing communications and define a clearer, more compelling messaging system as the program and its rewards continue to evolve. I helped develop the new core concept “Unlock More Rewards” and led copywriting across a wide range of consumer-facing and internal touchpoints.
My work included defining the program introduction, manifesto, core messaging and tone of voice, as well as detailed consumer-friendly copy and internal-facing guidance covering members, benefits, levels, redemption, exclusives, community and adiClub Days. The refreshed framework brought greater clarity, consistency and optimism to adiClub across app, .com, retail, paid media, social and partner platforms worldwide.
