aDIDAS x Clafiya

PROJECT SUMMARY: 
As Brand Manager at adidas, I led a playful yet purposeful partnership with health-tech startup Clafiya, designed to meet wellness where culture, movement, and lifestyle collide. The idea was simple and smart: reward people for prioritizing their health by giving them access to sport and performance wear that keeps them moving.

Working closely with the Clafiya team, shot a mini digital film, showing a day in the life of an upwardly mobile young entreprenuer, who cares strongly about keeping fit. Then we rolled out an offer that allowed Clafiya customers to enjoy up to 40% off at any adidas store in Nigeria when they paid using their Health Savings Account (HSA). From strategy to in-store alignment and communication, I coordinated the execution to ensure the experience felt seamless, relevant, and exciting for both brands.

The partnership positioned adidas not just as a sportswear brand, but as an active player in the broader wellness ecosystem—making health feel less clinical, more rewarding, and a lot more fun.