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.

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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