Introducing the Adidas workwear line in LATAM, aimed at millennial and Gen Z professionals who seek versatility between their work and personal lives, highlighting comfort and style without compromising professionalism.

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The Challenge: Adidas needed to differentiate itself in the market, creating authentic connections with local culture without losing global brand coherence.

How We Did It:

Segmentation and Personalization (Month 1-2):

• Digital behavior analysis by generation and socioeconomic level
• Identifying specific barriers to adoption by segment
• Development of financial buyer personas: “Digitally Resistant”, “Curious and Cautious”, “Digital Native”
• Creation of customer journey maps for each segment

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Creatives

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• Differentiating Elements:
  • Diverse casting representing different industries and LATAM cities
  • Authentic locations that reflect the modern Latin American workspace
  • Storytelling that honors the integrated work-life culture in the region
  • Color palette and aesthetic that works both in Mexico and in Colombia, Chile and Argentina
  The Result: The campaign established a new visual code for workwear in LATAM, showing that sportswear can be sophisticated without losing its essence. The content especially resonated with professionals from the creative and tech industries, who adopted the pieces as part of their daily uniform. The versatility narrative became the key differentiator versus other, more traditional workwear brands.
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