We were tasked to build a community that nurtures diverse passions—by creators for creators—that's inclusive enough to inspire the wider audience. This was a brand opportunity to inspire creative courage by challenging the status quo.
Establish deeper relationships with the female streetwear crowd
Envision and develop a mobile-first digital publishing platform and key experience destination
Define the content and features of value that will make our digital ecosystem a destination of choice
Strike the right balance between brand and commerce to drive product adoption and conversion
Create an authentic adidas Originals brand expression
Through this thinking, we proposed two Creative Territories and Manifestos for Adidas's new women focused online hub.
CREATIVE TERRITORY ONE
OUT OF LINE is a fast-publishing, theme-based content platform that takes advantage of cultural conversations—in real time, using innovative formats and differentiated voices.
CREATIVE TERRITORY TWO
STRIKE UP is an engine for collaboration. It connects women with similar interests, outlooks and aesthetics—and provides tools for creativity and opportunities for amplification.