Writing for Adidas was a dream come true. Growing up as a keen sports fan placed me in a prime position to understand consumer behaviour. I was able to channel my own desires and expectations, and relive the countless locker-room exchanges over a coveted sneaker drop.

I played a key role in the team: formerly a conceptual creative, now turned copywriter, I approached every brief with the same curiosity and explorative nature as designers and art directors. I mapped out verbal moodboards, gathered headline swatches, and sculpted rhythm. I helped raise the benchmark for how creatives approached briefs, and, working alongside the Art Director, how copywriters crafted their copy. Whether we're driving excitement for James Harden’s latest shoe or getting readers pumped for summer, my writing needed to sell Adidas: The Creators Club.