adidas Legacy: 2024-2025 Season
Creative Direction working with True To Size Agency, for their year long project with adidas USA’s Purpose team. This project is for adidas Legacy which is a grassroots level basketball program across 4 markets: Los Angeles, New York, Chicago and Atlanta that services multiple high schools in underserved communities of each city.
As creative director I developed the focus, theme and visual strategy of the season and how to align that with the multiple activations our team produced between September 2024 through April 2025. This includes directing and working with a designer to create items like branded signage, social assets, custom products and creative programming for our activations (activation layout, consumer journey, etc.). I worked with a production team to source multiple vendors and communicate our art production needs and deliverables. I also oversaw video and photography production for content opportunities to highlight our various activations. I directed all creative approaches and the development of all creative elements for each activation. This could include but not limited to things like invite, menu, customized apparel, customized product, Photo Booth image design and more.
adidas Legacy: Activation Details
September 2024 - Coaches Huddle: an intimate gathering for the coaching staffs of each school. Meals were provided as coaches of the year were honored with awards and custom varsity jackets. They were briefed with the focuses for the upcoming season, given professional headshots, customized product and more.
October 2024 - Legacy Cup: a day full of basketball in each city featuring the boys and girls teams for all participating schools. We created customized product given to players and spectators and oversaw content capture.
December 2024 - Legacy Showdown: A number of our schools from each market convened in Atlanta for a weekend long tournament. Our team produced the welcome dinner complete with branded visuals for the venue, games and interactive food stations. We also helped organize a brand moment with the hosting high school for a new product from NBA player Anthony Edwards.
January 2025 - Rivalry Games: Added a homecoming feel to elevate games already on our our schools’ schedule. We created custom apparel, breakaway banners and more featuring a custom logo lockup for these games.
February 2025 - Black History Month: In alignment with Honoring Black Excellence’s theme for adidas and BHM we produced a dinner that honored individuals that went the extra mile to support our Legacy schools. The dinner featured branded moments such as signage, menus and product. I also oversaw all photo and video content capture for recaps, from pre-production to asset distribution.
March 2025 - Women’s History Month: Our team produced a private wellness retreat for the female coaches for all of our schools across the various markets. We gave them a space to interact over brunch with an open mimosa bar, yoga and breath work class along with interactive stations featuring massages, sneaker customization and fragrance making. We also gave attendees custom yoga mats, water bottles with exclusive branding made for this group of women.
April/May 2025 - Legacy Showcase: Selected players from our various schools were given an all-star game type experience. This included me designing and directing the signage, customized product and energy moments of the event. This included a backdrop for the tunnel walk, t-shirts and towels, LED displays with custom railings for player introductions, and a branded Photo Booth that printed out custom player trading cards.
