adidas x AMAZON x GIRLS ON THE RUN
THE STORY
adidas partnered with Amazon and Girls on the Run and used the power of sport to empower young girls and celebrate their accomplishments at four 5Ks across the country - Los Angeles, Atlanta, DC and Charlotte. The objective was to amplify the She Breaks Barriers initiative and build brand love for adidas and Amazon. We created elevated experiences at these 5Ks that encouraged females to boldly pursue their dreams.
She Breaks Barriers // Inspire and enable the next generation of female athletes, creators and leaders by providing access, removing stereotypes, and addressing the inequality for female athletes at all levels and ages.
$820K budget, 6500+ runners, 3500+ fans, 6400 swag bags seeded
ROLE: SENIOR PRODUCER
Responsible for all things budget-related, resource management, project planning, copy editing and always ensuring Archrival’s creative excellence.
Additionally, I managed production timelines, built ROS, maintained vendor relationships, handled location permitting and visual merchandising.
RACE VILLAGE EXPERIENCES
SHOE CUSTOMIZATION
We created a space for girls to add some flair to their shoes before the run. adidas and Amazon provided shoe laces, shoe charms, stamps and fabric markers for the girls to up-level their shoes.
influencer Warm up
Prior to the run, adidas and Amazon hosted a warm up, co-led by an adidas athlete, Nneka Ogwumike, and Amazon’s Alexa. Nneka gave a quick pep talk to the girls, then asked Alexa to play music for a dynamic warm up.
collective coloring mural
We installed a large-scale interactive coloring mural comprised of messaging and icons central to She Breaks Barriers and the event. Starting out as a black and white mural, we encouraged girls to grab a marker and work together to complete the piece.
finish line photo opp
In the village we created several multi-sided photo backdrops wrapped with GOTR and adidas messaging. These served as iconic photo moments for the day, with girls, family members and supporters taking turns to snap their pics.
