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adidas Olympics Reactive

Tokyo 2020 was the first ever Olympics where adidas planned to produce reactive content.


They needed a modular creative and copy guide to help them respond to real-time events while navigating Olympic charter rules.

I created an in-depth guide of original, versatile copy. This sat alongside adaptable design templates for eight prepared scenarios - and every digital touchpoint. Including Social, App, CRM and Dotcom.

The guide was invaluable to the reactive team. It was shared with internal teams and external agencies. The guide has since been held up as an example of copywriting excellence at adidas.



01_Olympics MH sc1 pf.jpg
04_Olympics MH sc3 pp.jpg
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Creative Director: Rob Waddillove

Copywriter: Octavia Welby

Designer: Amrit Mathau

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