Scope: Photography, Copywriting and Digital Design

Idea: We wanted to create content and establish a brand voice that championed HBCU athletes and celebrated their gifts because of the pure talent and not build from a place of oppressive empathy. How authentic will content become when brands allow people to be themselves in an element in which they display their gift and not have to change who they are and how they show up in the world?

Impact: Increased engagement from the AACM (African American Consumer Market), increased brand engagement on social (YouTube and Facebook), increased Brand Awareness, 31% unique user increase on Adidas websites pages not associated with sales (programs, partnerships and partners).