During my time as Director of Global Brand Identity at adidas, I had the opportunity to lead the repositioning and global rebrand of Boost, the brand’s proprietary outsole technology.

It was a collaborative effort involving close partnership with innovation, product, and marketing teams. Together, we developed a strategic messaging framework and a flexible brand toolkit designed for use across markets and product categories.

The system was built to highlight the unique qualities of Boost — its texture, energy, and sensorial impact — through a visual and verbal identity that felt both distinctive and scalable.