adidas Training - Optime FW25 Campaign

As the lead social creative, I developed and executed the social strategy for adidas Training’s FW25 Optime campaign, designed to strengthen adidas’ positioning in the strength training space—particularly among Gen Z women, the fastest-growing segment in the category.

Building on the “You’re Covered” narrative from SS25, FW25 focused on confidence post–leg day through the lens of adidas’ squat-proof Optime leggings. Our goal: to shift adidas from a general sportswear perception to a credible strength training brand—anchored in both performance and style.

I led the creation of a multi-platform campaign ecosystem across TikTok, Instagram, YouTube, Pinterest, and Reddit, activating a network of talent and influencers across sport and culture. We used native content, trend-led formats, styling inspiration, and creator-led storytelling to communicate key product benefits (fit, feel, squat-proof confidence) in relatable, culturally relevant ways.