Adidas Earth Day Experience
For Adidas’ 75th anniversary and in alignment with its goal to be climate neutral by 2050, we created an experiential campaign to address environmental discrimination and uplift marginalized communities disproportionately affected by climate change. The “I Have A Dream” initiative transformed environmental sacrifice zones into dream zones through collective action, mutual aid, and storytelling. I co-led strategy and creative development, using my ARCS process to guide insight gathering, storytelling design, and long-term brand impact.
Campaign Strategy | Experience Design | Social Impact
April 2024
ASSESS
This project started by examining how climate change and environmental injustice intersect, particularly in underserved urban areas.
-
Contextual Awareness: Our research revealed that low-income communities are hardest hit by environmental degradation, yet often excluded from conversations about sustainability.
-
Curious Exploration: We explored how legacy-building and self-determination are shared values across Gen Z and Baby Boomers, opening a unique path to bridge generations in this campaign.
RELATE
To move beyond greenwashing, we needed a message that was rooted in empathy, equity, and visibility.
-
Making Connections: We built audience profiles — like Barbara, the activist grandmother, and Jonathan, her Gen Z grandson — to humanize the issues and show how empowerment can pass across generations.
-
Perceiving Patterns: We discovered that both audiences are action-driven and emotionally connected to the community legacy. That insight shaped our core idea: “Empowered youth uplift others.”
CRAFT
We designed a four-part brand experience that combined physical action, community investment, and public storytelling.
-
Careful Consideration: We aligned messaging around legacy, collective action, and mutual aid, positioning adidas as a facilitator of change rather than a savior.
-
Artisanal Execution: The campaign included:
-
Cleaning up “sacrifice zones” in communities like Flint and the Bronx.
-
Transforming trash into biodegradable basketball hoops for local rec centers.
-
A “Day of Play” where residents wrote their dreams on the backboards.
-
Donations and mutual aid funding to be managed by local councils.
-
A PrimeGreen Legacy apparel line, with customizable “I Have A Dream” statements and loyalty rewards for repeat supporters.
-
SUSTAIN
The goal was to create a scalable, ongoing platform for community empowerment.
-
Return on Objective: Increase brand loyalty, drive participation, and earn trust through real-world impact, from mutual aid donations to app-based engagement.
-
Enduring Outcomes: The campaign extended through a digital experience (“The Dream”) and annual product drops. Each allowed users to contribute to community causes while expressing their dreams through storytelling and style.
