Equal parts event series and community, #adidasWomenLA
launched in march 2019 with a week full (6 events in 6 days)
of fitness + wellness events—here are some highlights.

As the sole copywriter on the project, I handled all OF the written communications related to launch week—from consumer facing materials like event signage, web copy and email blasts to behind the scenes stuff like briefs for our influencers, studios and brand ambassadors + a massive pitch deck.

To announce the new community and invite potential members to create a community profile, we created takeaway flyers and placed them at our launch week venues as well as the local adidas stores.


Kickoff at BoxUnion

Launch week kicked off with a Saturday afternoon boxing class at BoxUnion in Santa Monica led by fitness instructor + wellness entrepreneur Rachel McClusky.

We decked out BoxUnion with a photo booth, locker decals and in-studio graphics. All attendees got a surprise gift (gym) bag as well, featuring an #adidasWomenLA branded water bottle and hair ties + the HIIT friendly adidas Stronger For It sports bra.

Wellness chat + brunch

To establish our community in the wellness space, we hosted a brunch to chat about all things wellness featuring Jeanette Ogden of @shutthekaleup.

In addition to Jeanette’s chat, we got our guest chatting with each other with some conversation starter cards set at each table.

And since wellness means something a little different to everyone, we made sure to have options for meat eaters, vegans and gluten free folks. For brunch AND dessert.

Yoga + Sound Bath at The Yoga Collective

Tapping in to a different part of the LA fitness + wellness scene, we hosted a flowy evening yoga class led by Kristina Hollbrook followed by a sound bath in savasana by Kassia Meador.

We added to the ambiance of the space with in-studio graphics and signage. All attendees got a surprise gift (gym) bag as well, featuring an #adidasWomenLA branded water bottle and hair ties + the yoga friendly adidas Warp Knit tights.

Community Launch Party

We finished off the week with a party at the adidas store on Abbot Kinney Blvd to celebrate the community hosted by adidas ambassador Meagan Kong.

Festivities included:

  • Music by DJ Jasmine Solano

  • Dance battle featuring Sheopatra Jones + Yoe Apolinario

  • Custom embroidery station with flash designs by tattoo artist Roxi Satni

  • Live painting by athlete turned artist Davia King

  • 30% off storewide + free tote bag with purchase featuring art by Davia King