Global Creative Director
Primeknit has become an essential part of adidas. An innovative product showing up mostly in footwear was explored and created for all apparel needs.
The innovations team launched primeknit within the brands bras and tights products - designed by and for women was the call to creating something authentic to women.
Leading a team to explore the concept and visual direction we highlighted key benefits through movement. Something competitors were skipping. Women move. The campaign launched with Mette Towley’s debut brand appearance and the real voices of our product designers.
Photo - Jenna St. Martin
Art Director - Colleen McClain