adidas SWIM
Beyond the Surface | Integrated Global Campaign | Agency: Die Zwei
When adidas introduced its first full-cover swimsuit collection, I helped shape the voice from day one. Our research confirmed only 12% of women felt comfortable wearing a swimsuit in public. Veering away from the brand's working line, "Watch Us Move," I crafted a new mantra and tagline: BEYOND THE SURFACE. The messaging centered on deeper values of belonging, confidence, and inclusion, showing how water welcomes everyone. That work inspired the spoken-word poem I ghostwrote for Asma Elbadawi, the athlete and poet featured in the campaign's commercial.
The campaign made waves (pun intended), landing mentions in Vogue, Harper's Bazaar, Glamour, Forbes, Hypebeast, and Mashable. And the original BEYOND THE SURFACE tagline? Picked up by an agency in Dubai who used it in their brilliant "liquid billboard" campaign which went on to win a Cannes Lion and a One Club Bronze award. The integrated campaign had +$300 million total reach, +$6 million gross media value and reached 50+ countries across 6 continents.
