In addition to launching adidas Women LA I wrote copy for the existing women’s community in NYc, establishing a tone + set of shared values to connect the two sister communities along the way.

The community website is one of the first points of contact with potential community members—I used the “about” page to make our mission + values clear.

I made it a point to avoid references to diet + weight loss culture in our written content—shifting the focus from losing weight and getting toned to more body positive reasons to come work out with us, like getting out of your comfort zone, clearing your mind, testing the limits of what your body is capable of and meeting new people. What we don’t say is just as important as what we actually say.

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Writing from the first person plural POV fits well with the grassroots, consumer-driven nature of what we’re building here, despite having the backing of an internationally known brand.

Speaking more like a friend than a brand, I established a casual, welcoming, conversational yet informative tone across both cities, infusing personality to keep it interesting without sacrificing clarity. Here are a few examples of what that looks like in email + event page from.