Adidas
Grapa | Creative Lead | 2022
At the end of 2022, Grapa (agency) was invited to present its pitch project to Adidas, securing its position as the sports brand's new culture marketing agency.
Adidas
Client: The Agency | 2035 | Creative, Photography
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What I did
I led the creative strategy for this project — the segment that received the highest score in the pitch.
The challenge went beyond delivering influencer insights; we also had to propose a compelling creative activation for Lollapalooza Brasil, one of the brand’s key sponsorships.
From gaps to ideas
One of our key insights addressed the “blank spaces” in Adidas’ influencer niche map, identifying strategic names to fill those gaps. We also showcased recent launches from the three brand lines — Adidas, Adidas Football, and Originals — paired with potential influencer activations.
For Lollapalooza, we proposed a full-funnel plan covering pre-, during, and post-festival moments. Targeting Gen Z, the concept focused on “personifying” the brand, expanding its iconic presence beyond apparel.
