adidas Sportswear (Lightblaze) — Theo Bassett-Shand

adidas Sportswear Franchise Strategy
2024

adidas Lightblaze was a new silhouette. I cut through internal complexity to define a clear go-to-market plan, built on a foundational franchise insight grounded in real consumer research, and the proposition "Designed to move at the speed of life."

The work delivered the most successful global sell-in of a new footwear franchise within adidas Sportswear, supporting growth with key wholesale accounts at a critical moment in the running-inspired lifestyle footwear market.

adidas Sportswear Franchise Strategy
2024

This informed the consumer-facing platform “Move Like Light” and its creative execution. Shot with tarek Mawed, including talent Tate Mcrae and Bradley Barcola.

FW25 Campaign
2024

Building on our work for Lighblaze 1.0, we were tasked with showing the next season’s footwear model through an elevated styling-led lookbook.

To demonstrate the styling versatility of Lightblaze we tapped into unique subcultures in London and LA including American actress Xochitl Gomez and friends, bringing their styles and personalities to life.