ADIDAS BY STELLA MCCARTNEY & TERREX COLLECTION LAUNCH

Written By Danielle Saunders

As the Global Social & PR lead for adidas x Stella McCartney, I spearheaded the launch of our first-ever ski wear collection in collaboration with TERREX ⛷ across our social and PR channels. We did this with earned and owned content that delivered the following…

RESULTS

  • 75 PR pieces + 6.2m reach

  • 145 influencer posts + 1.6m impressions

  • 455.3k reach & 2% ER on owned content

Iris Law in adidas by Stella McCartney FW23 winter collection - colorful winter jacket adjusts ski goggles on a snowy mountain landscape, surrounded by trees and distant peaks under a clear blue sky.

HOW DID WE DO THIS?

OWNED CONTENT

I produced social-first content showcasing the collection's nature-inspired, high-performance energy, aligning with adidaswomen’s “live unfiltered” strategy and Stella McCartney’s luxury aesthetic. I also developed on-set concepts to maximise content opportunities. The content achieved a 2% ER on IG (above the adidas 1.3% average) and generated 1,678 clicks on Pinterest with a 1.5% ER, making it the top-performing pins of the year on the adidas global channel.

Model Iris Law bundled up in adidas by Stella McCartney winter clothing, wearing an orange beanie and a colorful scarf, stands against a snowy mountain backdrop. Their face is slightly flushed from the cold.


INFLUENCER CONTENT

To create hype around the collection, we organised surprise drops for 21 media and creators, delivering packed suitcases and all-expenses-paid invites to a luxury getaway. The resort getaway

flooded Instagram and TikTok feeds, drastically increasing our social presence as seen in the results below. The attention to detail ensured success with creators and media, doubling our coverage over two months.

Model Iris Law wearing adidas by Stella McCartney orange jacket and ski goggles stands on a snowy slope, holding ski poles. The sun is shining brightly in a clear blue sky, casting light on the snow-covered mountain.
Model Iris Law wearing adidas by Stella McCartney colorful ski gear poses with wide skis on a snowy slope. In the background, several people ski downhill surrounded by trees under a clear blue sky.
Model Iris Law stands on a snowy landscape under a clear blue sky, wearing a wearing adidas by Stella McCartney brown outfit, boots, and an orange hat and shawl. Snow-covered mountains and trees are visible in the background.
Model Iris Law wearing adidas by Stella McCartney in a patterned, fleece jacket and an orange beanie stands outdoors in a snowy landscape with trees. The jacket hood is up, and they are looking towards the camera.
A snow-covered mountain peak with rugged rock formations is surrounded by scattered evergreen trees. The sky is clear, and the terrain is a mix of steep slopes and deep snow.
Model Iris Law wearing adidas by Stella McCartney with an orange hat and colorful winter clothing is walking through a snowy landscape. The image is blurred, creating a sense of motion against a backdrop of trees and distant mountains.
Danielle Saunders
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adidas by stella mccartney: Influencer Campaign