In 2020, I was tasked with creating a global content engine for the adidas CONFIRMED app, a platform designed to cater to the unique world of sneakerheads—a community not just seeking products, but a lifestyle rooted in authenticity, scarcity, and exclusivity. Understanding the disdain for traditional advertising within this community, the approach was to forge a global, always-on content engine powered by a network of influential correspondents deeply embedded in the streetwear culture.

Collaborating closely with artists, athletes, influencers, and musicians, we told multimedia stories that resonated deeply with our audience. Our content ranged from authentic franchise series and all-access interviews to detailed product breakdowns, all designed to speak directly to the lifestyle and values of sneakerheads while averaging a turn-around time from ideation to delivery in one week. WE WORKED FAST.

Over three years as the Global Lead, my efforts saw the CONFIRMED app downloaded 10MM times in less than 24 months. We launched in seven markets including the US, Canada, Mexico, UAE, China, Brazil, and Japan with unique creative voices representing each region. Saw a 4MM+ increase in Daily Active Users and brought to life over 150 omnichannel stories (averaging 5 pieces per month), effectively turning adidas CONFIRMED into a premier destination for sneakerheads seeking both exclusive products and the stories behind them.

Our work was more than just marketing—it was about building a bridge to a global community, proving that for us, and for them, it's not just about the product. It's about embracing a lifestyle, authentically and insightfully