Independently of an agency, I developed a positioning strategy that could honestly represent Adidas' core values of creativity and world class athletics. This campaign aimed to consolidate Adidas' brand messaging.

In a effort to push up against Nike's "Just Do It", and their domination in technical and performance sport, I encouraged Adidas to own a more culturally relevant truth; the need for mental strength.

In our ever-expanding digital and social world, distraction is what holds us back from Just Doing It. We must have mental strength to achieve anything physical. Mental strength is the core thread between sport, creativity, and life in general.

"Find Focus" is the first communication campaign to roll out this strategy, leveraging Adidas' new Z.N.E Hoody and their Athletics Collection. 5 global athletes were use to express their personal stories of focus and what it's like to be in the mind of an athlete when it counts most. These stories allow us to connect an athlete's ability to focus, with the lives of Adidas' consumers and their personal distractions.
Storytelling gave truth to the brand, and the product in turn became a necessity to help achieve focus.

The hashtag #findfocus performed better than #justdoit and the videos generated in total more than 3M views during the weekend of the launch. The Z.N.E hoody sold out almost everywhere in the world