Responsible for the reimagining and igniting the creative strategy and product vision for global Adidas Basketball.

Partnered with Global Brand/Creative Strategy to drive a unified category proposition across sport and lifestyle category.

Drove an integrated vision and road map for basketball innovation. Through a lab and court tested and proven signature athlete insight process - James Harden, Damian Lillard, Trae Young, Donovan Mitchell.

Built creative partnership strategy with Adidas brand athletes, assets, and external high-visibility brand partners.

Creative leadership responsibility across all Adidas Basketball design teams (footwear, apparel, graphics, innovation).

Expanded and drove a revised creative strategy for external lifestyle brand partnerships (Daniel Patrick, Eric Emanuel).

Led creative strategy and vision for global brand campaign - Free to Create/Legacy basketball youth grassroots initiative.

Developed and led cross functional design planning for the basketball design team calendar, budget, personnel.

Partnered with cross functional brand teams - US/China Sports Marketing, Global Innovation, US/China Marketplace to develop marketplace specific brand plans, e-commerce/DTC collections and digital brand experience.

In 2020 Basketball became the fastest growing category brand wide (19%). With an improvement in profitability of +30%.

Extensive partnership with cross functional category partners (product management, sales, DTC, development) and extended category and design leadership team to reimagine and develop Basketball category brand plan.

Creative oversight and direction over US Sports Categories – Football, Baseball, Lacrosse, and Hockey.