adidas Runners: Building community through content, under the three stripes flag.
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Runners are passionate, obsessed, and experts in their field. Creating and curating content that is relatable and engaging to just under a million of them has been an amazing challenge.
My role:
Continuing with adidas, we won the pitch for one of the largest run clubs in the world, adidas Runners Global. Our role was to ensure that we represented our athletes, coaches, and everyday runners at a global level, that still felt locally personal.
My key role is the day-to-day lead on the account, managing a core team of 5 through the end to end process, from strategy through to delivery - ensuring the account is constantly active with quality content.
Running a mini-agency, or so the Creative Director liked to joke. With a wall to wall content calendar, and an audience hungry for content, my role was leading a team of strategists, creatives, and a community manager like a ‘mini agency’ with almost complete autonomy.
Coordinating teams from all over the globe, from Arizona, to Shanghai, to Rio, to London - adidas Runners spans everywhere. In order to make our presence feel global and relatable, I was the key contact for the market reps and responsible for ensuring content was produced according to concept and delivered on time.
Managing financial reconciliation, overseeing the production budget and tracking variable client hours month-to-month to maintain control of evolving financial commitments.
Results:
Despite running the account for less than 6 months, we’ve managed to produce some fairly significant improvement from where the account was previously:
+91% increase in monthly views, growing from 891K in January to a peak of 1.7M in April. Achievedtwo consecutive months of +41% month-on-month growth in views (March and April).
Produced their most popular IG post to date, with 2.4M views on the single post alone.
Reached 1.67M unique accounts over the last 90 days, representing a +138% increase compared to the previous period.
Content consistently generated high levels of organic engagement, with multiple posts exceeding 5K–11K likes.
