For the NYC Marathon moment, our team was challenged to bring adidas’ credibility in running to life at retail — despite not being the event’s title sponsor. We activated a full takeover of the Fifth Ave store launch zone to celebrate the spirit of the marathon, highlight the Adizero product line, and speak directly to both local and tourist audiences.

As part of the design team, I supported the execution of branded storytelling within the space — helping translate the “Fast Culture” mindset into dynamic visual assets that connected product with purpose. Guided by the Berlin marathon creative direction, we introduced road-inspired design language and motion-forward compositions that positioned Adizero as the fastest on the road.

The final retail experience introduced the new 2025 Run brand direction while reinforcing adidas’ leadership in the space — not just through performance, but through culture.