THE WORK

Sport hijab and Full Cover swimwear

Working with Muslim women athletes we identified that coverage options were a primary barrier to participation in sport. The sport hijab and full cover swimwear collection gave women the coverage they needed to compete and participate on their own terms.

Adaptive wheelchair basketball uniforms

In direct partnership with wheelchair basketball players I led the research and strategy behind adidas's first adaptive uniform for the sport. Traditional uniforms created functional problems for players in wheelchairs. We designed around those problems from the ground up, delivering an industry-first product that set a new standard for adaptive apparel.

UNITEFIT — all-gender fit system

UNITEFIT was built on the insight that gender-binary fit systems excluded a significant portion of athletes. I led the strategy and positioning for an all-gender fit system that expanded access without compromising performance.

Inclusive sizing

Extending true performance apparel to every body required rethinking both the product and how it was positioned. I led the strategy behind inclusive sizing that went beyond simply adding sizes, it was about making sure the product actually performed for every athlete it was designed for.

THE RESULT

Industry-first products across multiple categories. A new internal standard for how adidas approaches inclusive design, starting with athlete research and direct partnership rather than product adaptation after the fact. Work that was recognized externally and linked to in global press coverage.

SKILLS DEMONSTRATED

• Consumer and athlete research with underrepresented communities

• Inclusive product strategy and positioning

• Cross-functional leadership across product, design and brand

• Innovation narrative and launch strategy

• Research-driven GTM for new product categories