THE WORK

Consumer research across three markets

I designed and executed structured copy testing with consumers in the US, UK and China. The goal was to understand how people perceived and distinguished each platform — and what language was getting in the way. This wasn't a creative exercise. It was primary research that drove every decision that followed.

Tone of voice and naming playbook

From the research I built a tone of voice guide and naming playbook that gave every brand technology a distinct identity. Each platform had its own positioning, vocabulary and messaging guardrails. Language that worked for a cushioning technology was deliberately different from language for a structural innovation.

Concept direction playbooks

For each key technology I curated concept direction playbooks that carried the positioning through the full sell-through journey — from internal briefing through retail and consumer-facing channels. These gave teams consistency and strategy without having to rebuild the story from scratch each season.

Legal clearance and governance

All copy in the playbook was legally cleared including performance claims. The playbook became the required starting point for all brand technology teams across adidas. Any team using a technology in their product started from this copy or sought additional approval to adapt it.