Adidas #mygirls film 2014
Developing communication channels for women has always been part of my marketing mix. In 2008 I founded LipstickTracez.com to fill a void in the women's streetwear & art space. At the time there was nothing that spoke from a women's point of view to this growing culture and phenomenon (athleisure). Lipstick became a critically acclaimed global site that provided a culture centric, lifestyle-driven destination for women interested in contemporary art, fashion and design culture.
Contributing photographers and artists: Alex Prager, Marilyn Minter, Andrea Land, Danielle Levitt, Emily Shur, Shane McCauley, Justine Cooper,Jason Schmidt, Angela Boatwright, Melanie Pullen, Catherine Opie, Juliana Sohn, Amy Guip, Cara Bloch, Mike Piscitelli, Curtis Buchanan, Mickalene Thomas, Anna Gaskell, Wouter Vandenbrink, Jesse Carmody, Takuya Uchiyama, Rip Zinger
Contributing editors and writers:
Brett Anderson, Barbara Kramer, Sara Rosen, Karen Kimmel, Laura Stein, Angelique Groh, Tiffany Godoy, Joy Yoon.
Creative Editorial Director and Founder: Reggie Casagrande . Digital Agency: Ordinary Kids. Developer: NYA Media /Nathan Arnold. Graphic Designer: Anne Gillespie. Photo Editor: Jesse Carmody Marketing Manager: Ashley Kucich
When i went to adidas In 2012 they set out to set up the women's platform. We set out to re-frame how Women see and experience the adidas brand with their 'all in for #mygirls' longterm campaign initiative, built upon a strategy to drive brand re-appraisal across all fronts: Communication, Shopping & Participation.
The shoppable content experience is www.adidas.com/mygirls. the initiative was live 2013-2015
analytics after one year:
3 million unique visitors
31,000 hours of engagement
4,970,000 euro in referred sales
ecom basket 25% higher
213 countries reached
My role from 2012-2014 was Brand Marketing Communications Director and Digital strategist for the women's initiative. I have been working the Digital trifecta for brands ever since.
The 1st issue of LipstickTracez was published in 2008 with streetwear fashion writer Tiffany Godoy