IN 2023, THE WNBA MADE HISTORY WITH ITS FIRST CANADIAN-HOSTED GAME. ADIDAS COMMEMORATED THE MOMENT BY PRODUCING A NATIONALLY-TELEVISED COMMERCIAL CELEBRATING BRAND AMBASSADOR NATALIE ACHONWA ALONGSIDE OTHER FEMALE ATHLETES, AND CREATING A BRANDED SPACE FOR THE PUBLIC TO ENJOY.
INSPIRED BY BOTH THE WOMEN OF THE WNBA AND THOSE IN OUR COMMUNITIES, WE AIMED TO BUILD AN ENVIRONMENT THAT WOULD INSPIRE THE NEXT GENERATION OF FEMALE ATHLETES.
TO CURATE AN ENGAGING, SOCIAL SPACE FOR YOUNG ATHLETES, LOCAL INFLUENCERS, AND SPORTS FANS ALIKE, I TRANSFORMED A “BLANK SLATE” VENUE USING CAMPAIGN VISUALS TO BRIDGE THE MONUMENTAL EVENT FOR WOMEN’S SPORT IN THE CANADIAN MARKET WITH THE EXISTING ADIDAS BASKETBALL REBRAND CAMPAIGN.
PROGRAMMING INCLUDED A MARKET OF FEMALE-OWNED BUSINESSES CUCHARA jewelry, NAKED BEAUTY BAR, AND TOOTH GEMZ TORONTO; POST-GAME CELEBRATIONS; AND A PANEL OF WOMEN IN SPORTS WHO SHARED ABOUT THEIR JOURNEY AND ROLES IN THE INDUSTRY.
