I was hired to get under the emotional and psychological skin of serious sportspeople. Research commenced and I interviewed people who were passionate about football, tennis, basketball and running. I felt their lung-busting pain and their euphoric highs.

Personas and psychographic profiles represented each of the sportspeople. Their stories could then be told with fresh copy. The mi adidas global campaign was truly mixed-media and included in-store posters through to brochures and on-screen digital communications. The copy I crafted was used throughout.

View the adidas Case Study [PDF, 539 KB] or read what Tim Jeffrey had to say about my performance.