In 2021 I participated in the D&AD Shift program. Over the course of the 5 months we were given briefs from Virtue, Penguin Books and Adidas. We pitched Your Table to a panel of judges, going on to win the adidas brief. Adidas loved the idea so much, my team and I were invited to the Adidas Office in London present the idea to their strategy team.
BRIEF: Expand adidas community spaces and reimagine the traditional retail space to better benefit the communities adidas stores exist in.
INSIGHT: Young creatives lack a space to cultivate their creativity and co-working spaces in London are both inaccessible and expensive.
IDEA: Turn the Adidas Hanbury store into a co-working space for young creatives.
EXECUTION: Make Adidas stores the creative hub of the communities they reside in and give young people a seat at the table.
BRIEF: Expand adidas community spaces and reimagine the traditional retail space to better benefit the communities adidas stores exist in.
INSIGHT: Young creatives lack a space to cultivate their creativity and co-working spaces in London are both inaccessible and expensive.
IDEA: Turn the Adidas Hanbury store into a co-working space for young creatives.
EXECUTION: Make Adidas stores the creative hub of the communities they reside in and give young people a seat at the table.
Tables make things happen and serve as a platform for the impossible.
10am - 7pm
We want Your Table to be an incubator for creators in the city. The table would represent a place they have ownership of and the ability to contribute to.
7pm - 11pm Table Sessions
These sessions will celebrate Adidas’s history, platform the present and embrace the future.
Adidas had another problem. Their Creators Club app had no creators. We sought to remedy this by making the app a portal through which you can book both the co-working space and events. As well as this, it will serve as platform for creatives to showcase their work, giving Adidas access to the most talented creatives in their key cities.
We would take to the socials with an Adidas account aimed at creatives to platform the Your table members.
To launch Your Table. We plan to have Adidas’ biggest names visit tables across the key cities on the same day.
In the performance stores we plan to have the Arsenal women’s team talk tactics and breakdown their performance from their last game.
On the Originals side we plan to have Stormzy walk in to Hanbury Street and pen down lyrics for his next album.
In the performance stores we plan to have the Arsenal women’s team talk tactics and breakdown their performance from their last game.
On the Originals side we plan to have Stormzy walk in to Hanbury Street and pen down lyrics for his next album.
We plan to launch Your Tab across all of Adidas’ key cities.
