adidas x Candace Parker

Impossible is Nothing

For this high-impact campaign, I led brand strategy and activation for adidas Basketball as we partnered with WNBA icon Candace Parker to tell a story of perseverance, purpose, and possibility. As part of adidas’ Impossible is Nothing platform, our goal was to celebrate Candace’s legacy not just as an athlete, but as a cultural force — a leader, mother, and barrier-breaker.

From concept through execution, I collaborated across brand, creative, media, and retail teams to ensure our messaging was insight-led and emotionally resonant. The campaign spanned digital content, earned media, and commerce-focused storytelling, culminating in a brand moment that was as authentic as it was impactful.

A brand film launched on social during “Candace Parker Day” (in Chicago) challenged viewers’ perceptions of gender roles in sports. The film debuted on broadcast TV later that night during NFL Thursday Night Football A photography + design system was deployed across adidas social & channels, as well as ECOM and in-store.