adidas Legacy: 2024-2025 Season

Creative Direction for a year long project with part of adidas USA’s Purpose division as part of one of their grassroots sectors for high school basketball. The program exists across 4 markets: Los Angeles, New York, Chicago and Atlanta and services multiple high schools in underserved communities in each city.

As creative director I developed the focus, theme and visual strategy of the season and how to align them with the multiple activations being produced from September 2024 through April 2025. This includes 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 work with a production team to source multiple vendors and communicate our art production needs and deliverables. I also oversee video and photography production for potential content opportunities to highlight our various activations.

This is a fun and challenging project as there are multiple moving pieces that are going out to multiple cities at varying times. This makes certain timelines very fluid; sometimes giving more flexible while some days it’s very tight for large turnarounds. So far this project has allowed me to see custom product for adidas I’ve designed out in the world in gyms, being worn by students, coaches and more. Items include team warmup t-shirts, this season’s coaches’ jackets, and the exclusive and coveted Coach of the Year Varsity Jackets (picture above). The items designed have excited both students and coaches alike. I love to hear it as one of the focal points this year was creating moments and things that increase the confidence, visibility and interest of coaches/schools for this longstanding program. From there using that energy to further excite the communities and fanbases of these schools.

This is still an ongoing project so check back for more updates as this basketball season continues.