Integrated Marketing Campaigns
*
Integrated Marketing Campaigns *
You Got This
adidas Brand Campaign
Gazelle Re-launch
adidas Originals
Lifestyle Running Re-set
adidas Originals x Running
Change is a Team Sport
adidas Originals
This section includes just a few representative case studies; I’m glad to share additional examples and deeper detail as needed
Case Study 1: adidas You Got this Campaign (2024 - Present)
Business Results
In just two years, You Got This drove a +5pt increase in unaided awareness…a notoriously hard-to-move metric. With the launch of this campaign we have been able to:
Established adidas’ first long-term brand platform in years in NAM (since Impossible is nothing), still in-market today, haloing across categories and driving both equity and commercial growth.
Drove a +5pt increase in unaided awareness within two years
Strengthen credibility in core North American sports (basketball, soccer, US sports) by +4pts.
Built leadership alignment on the importance of brand investment, shifting media mix to a healthier funnel balance.
Re-enter Kantar’s Top 100 Most Valuable Brands in the world.
Marketing Challenge
Post-COVID, adidas NAM lacked a unifying platform. The brand was over-indexed on performance marketing, with stagnating awareness and declining credibility.
This project reminded me why I love connecting insight to execution, it reshaped how adidas shows up for culture .
Approach
Led the North American strategy for You Got This, a multi-year brand platform designed to position adidas as the champion of self-belief and everyday sport. Leveraging insights, we built the framework for a five-year campaign, ensuring each execution reinforced awareness, cultural credibility, and sport associations.
Shaped the North America strategy, translating into a full-funnel strategy and omni-channel activations.
Universal Insight: A timeless, globally relevant stimulus for the brand to stand for connected across sport and culture.
Creative Consistency & Impact: Positioned creative consistency as the foundation of being an iconic brand, not just a campaign moment.
Visibility & Scale: Advocated for a fundamental rebalance of media investments to upper-funnel, educating GMs and executive leadership on why sustained visibility (30+ weeks) drives top-of-mind consideration and halo effects across categories.
Partnering with SVP/VP Brand Marketing to align portfolio priorities, campaign rollout and secure investment.
Building governance tools and KPI frameworks to measure brand health shifts and attribution.
“I’ve never met anyone that didn’t love working with or for Jess. She has a rare ability to make herself a true invested partner and teammate across the organization.
…she’s whip smart, has an incredible capacity for work, incredibly empathetic and someone people want to follow.”
Case Study 2: Gazelle Relaunch – adidas Originals / 2022
Marketing Challenge:
Despite organic buzz, Gazelle lacked a strategy to translate cultural heat into scalable growth. Without intervention, momentum risked stalling at a niche level.
Approach
As North America Originals/Brand Comms Lead, I partnered with Product and Global teams to architect a multi-season relaunch plan including:
Insight to Action: Leveraged brand health data to identify Gazelle as a “sleeping giant” franchise with serious potential for growth.
Multi-Season Relaunch Strategy:
Season 1: Drove cultural credibility via collaborations (e.g. Wales Bonner, Kith) to expand reach and build early heat.
Season 2: Activated high-visibility, buzzy launch with Gucci x adidas Gazelle, spiking awareness and driving unprecedented product desire for the franchise.
Ongoing: Layered a full-funnel marketing campaign, stood up by a combination of PR, influencer, social, and retail to expand from niche to mass.
Cross-functional Orchestration: Unified merchandising, product and commercials, under one Gazelle roadmap, ensuring consumer-first storytelling at every touchpoint.
Business Results
Gazelle became one of the fastest-growing adidas franchises in NAM, with double-digit YoY sales growth.
Organic buzz exploded: share of search and social mentions skyrocketed post-Gucci launch (100+%), sustaining high visibility across seasons.
Expanded Originals’ audience by capturing Gen Z and multicultural consumers, fueling halo growth for related icons (Samba, Terrace franchises, Superstar, Adicolor).
Drove business growth of +40% across Originals classic franchises leading to 10% market share growth
Established a repeatable activation framework tied to lifecycle stages of products
“Jessica has a unique ability to translate brand visions into actionable marketing strategies and tangible results, making her an invaluable partner in driving business growth.
”
Case Study 3: Lifestyle Running Re-set
Marketing Challenge
Lifestyle Running was emerging as one of adidas’ strongest cultural and commercial opportunities, but internally the work was fragmented.
Performance Running and Originals were driving separate strategies, messaging, and GTM plans.
Product creation, merchandising, and marketing were not aligned on the same consumer or category vision.
Despite clear cultural traction, adidas lacked a unified product, storytelling, and franchise approach to compete in the fastest-growing segment of running culture.
adidas was under-leveraged in the exact space where the brand had the most potential to win.
Approach
As Brand Comms Lead for North America, I led the creation of the Lifestyle Running Reset — the first end-to-end, insight-led category strategy unifying performance and lifestyle running under one consumer-driven narrative.
Insight + Segmentation Foundation
Partnered with Insights to identify three core muses — Comfort, Community, Performance — becoming the backbone for product, merchandising, and storytelling decisions.
Integrated Category Offense
Built the category narrative connecting performance innovation with cultural adoption, franchise roles, lifecycle mapping, distribution strategy, and seasonal storytelling.
Developed the first unified strategy bridging Originals and Performance Running.
Cross-Functional Alignment & Operating Rhythm
Created the working model that aligned Product Creation, Merchandising, Originals, Running, Creative, Media, PR, and Channel teams under one playbook.
Ensured every touchpoint — product flow, campaigns, experiences, collabs — laddered into one coherent North Star.
Global Partnership & Scalability
Worked with Global to evolve product, strengthen franchise continuity, and scale the framework into GTM tools and asset systems adopted across regions.I connected the dots between marketing, global, merch and product to ensure the campaign aligned with growth goals for Superstar and elevated the right products. My role spanned strategy, cross-functional orchestration, and execution.
Business Results
6× category growth and +22% YoY lift in key Lifestyle Running franchises
+11pt increase in Gen Z consideration — fastest-growing target consumer
Strengthened adidas’ running credibility across both performance and lifestyle
Built the foundation for the global running framework later adopted by Global
Unified cross-functional teams and established a repeatable category offense that scaled culturally and commercially
“Jessica is the kind of leader who can see the entire playing field — insight, product, brand, media, and culture — and build a 360 plan that inspires teams and drives real business impact”
Case Study 4: Change is a Team Sport – adidas Originals / 2020
Marketing Challenge
In 2020, adidas Originals marked its 50th anniversary, a milestone celebrating five decades of cultural impact, from Run-DMC’s pioneering brand partnership to Missy Elliott’s fashion innovation.
Yet Gen Z, (our core growth audience), wasn’t aware of this heritage. At the same time, Superstar, one of adidas’ most iconic sneaker franchises, was losing cultural heat. Unaided recall and consideration were stagnating, signaling both a brand equity and product relevance challenge.
The task was clear but daunting: how do you make history cool for a new generation? How could we reintroduce Superstar as a symbol of cultural relevance without sounding nostalgic, self-congratulatory, or stuck in the past?
Approach
As Brand Comms Lead for North America, I connected the dots between marketing, global, merch and product to ensure the campaign aligned with growth goals for Superstar and elevated the right products. My role spanned strategy, cross-functional orchestration, and execution.
Strategic Foundation
Partnered with Global to frame Superstar not as history, but a rallying cry for today’s creators.
Positioned Change is a Team Sport as a story of collective creativity, with Superstar at the center.
Execution
Led and developed the full-funnel rollout: media, influencers, retail, cultural partnerships, and activations.
Owned agency relationships (JL, Code and Theory + local) from concept through delivery, ensuring alignment with market insights and consumer truths.
Unified efforts across product, merch, and marketing teams to align commercial priorities with consumer storytelling.
Partnered with icons and communities to ground the narrative in credibility and Gen Z culture.
Business Results
Successfully reinvigorated awareness and reversed brand health decline.
Strengthened Originals’ cultural and lifestyle credibility, by +5pts bridging sport heritage with fashion.
Drove unaided Brand Awareness for Originals sub-brand by +3pts
Positioned Superstar as a symbol of creativity and self expression.
Built a repeatable narrative framework for future anniversaries and icons.
