ADIDAS WOMEN’S COMMUNITY
THERE FOR HER, ALWAYS
We partnered with adidas Women in New York and Los Angeles to create an always-on, purpose-driven community for all women, regardless of their situation or background, and provided local women with the support they needed to learn, grow, and give back to their communities, themselves, and each other. Leading the launch and year-long programming in Los Angeles, we focused on developing the adidas women’s community by collaborating with local artists, athletes, musicians, and creators. Our approach remained entirely local, emphasizing partnerships with women-run gyms and women-created wellness products. Our events brought women together, fostering connections over lifestyle, fitness, and wellness activations while promoting sustainability and community building throughout Los Angeles.
OPPORTUNITY
We were uniquely positioned to put teams in NYC and LA to develop an ongoing relationship with women's communities in those flagship cities, driving brand affinity and cross-promotion during key brand moments.
APPROACH
Happylucky created a multidimensional program that speaks to multifaceted women, positioning adidas where it’s strongest as the brand that enables women to stay empowered, feel good, and break barriers.
RESULT
A series of events became a movement, engaging women from all walks of life across the country in support of each other and in praise of the adidas brand with nearly 100% UGC on branded hashtags, and 70% CRM engagement, three times the brand’s average.
CREATIVE DIRECTOR EMILY TATE
CREATIVE LEAD (LA) CARINNE URRUTIA
STRATEGIST SYDNEY MADGE
COPYWRITER ERIN MEULBROEK
PRODUCER (LA) JENNY VOLODARSKY
AGENCY HAPPYLUCKY
