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.

I lead in creating a dynamic lookbook-style shoot that captures the energy of both pre- and post-leg day moments. The focus was on styling the new Optime collection in fresh, versatile ways—whether it’s performance-driven looks that transition seamlessly from the gym to recovery, or elevated athleisure fits designed for everyday wear. Each outfit was styled to showcase the adaptability of the collection, proving it’s ready for any scenario, on or off training days.