I was hired as the editorial lead to help launch CONFIRMED by adidas Originals. The app is the only destination within the adidas D2C ecosystem to stock premium collaborations, including Gucci, Wales Bonner, and Palace.
As I wrote in the Welcome To CONFIRMED proposition post, “Curated apparel, sneakers, and stories. Everything you need, nothing you don’t.” The intention was to strip away the fuss, focus on quality, and—as every sneakerhead worth their salt knows—pay homage to the legendary Peter Moore’s utilitarian vision for the adidas Equipment (EQT) line from the early 90s - “Everything that is essential. Nothing that is not.” (Another fun fact: I was able to get sign off on the use of all capitals for the CONFIRMED name, a covert reference to a certain masked supervillain)
My role: I was responsible for the app's editorial strategy and all evergreen content. This included conceiving and developing editorial formats such as adiArchive, Head 2 Head and #CONFIRMYOURCRAFT. Beyond this, I oversaw the creation of a comprehensive Tone of Voice guide for all in-app and social content.
Results: Community was central to the CONFIRMED proposition, and #CONFIRMYOURCRAFT provided a catalyst and a platform for fans of the brand—the first ongoing UGC activation by adidas, it was often the most popular content on the app and with more than 27,000 posts on Instagram it’s still going strong five years later.
Results: Community was central to the CONFIRMED proposition, and #CONFIRMYOURCRAFT provided a catalyst and a platform for fans of the brand—the first ongoing UGC activation by adidas, it was often the most popular content on the app and with more than 27,000 posts on Instagram it’s still going strong five years later.
On Lunch Break
Double Dutch, by On Lunch Break
