Selected Pieces of Writing

Journey To The Essence of Basketball

The Journey to Finding the Essence of Basketball is a report I wrote for the Adidas Global Basketball Team. It is an initial introduction  and approach to future seasonal inspiration and insights, and was distributed across teams. Find it here

On Engaging Audiences For Adidas Teams

I frequently write pieces for Adidas on engaging new and existing audiences. A part of my relationship with them has been as cultural curator, trend forecaster, and content producer for internal team inspiration.

Recent piece of writing sample:
Creating the New
Audiences and designers are hungry for useful, empowering and inspiring content. The focus is shifting. The definition of sport has changed and will continue to change, and Adidas will evolve with it. 

Now is the time to create "the ultimate Adidas experience.” 

In addition to the current global initiative, which includes Speed, Key Cities, & Open Source Collaboration, we can continue looking at the bigger picture. First we broaden our audience, then we direct that audience to look at the bigger picture themselves. It isn’t just about sports anymore, it’s about humanity. It’s about the bigger questions, the hard questions. It’s about our educators, our artists, our innovators. Those who inspire and educate us. Like in sports, it’s about teamwork. We are all on the same team, and if you observe the current trends of today, you’ll see that society is now prioritizing things like social engagement and environmental sustainability. These are things that our audience values. If we incorporate these aspects into our brand, we can have better access to our current and future audience. 

No brand is growing as rapidly as Adidas. We can focus on inspiring people and present them with something new and surprisingly human about the brand. Instead of telling our audiences how to live through sport, we can ask questions to get people back to their best, to remind them to think about bigger picture.

In addition to writing all the content on my website, my philosophy contains words I live by.