Our team created adidas ecommerce content for its global markets from 2005-2025. All the copy we delivered was translated into 30+ languages.

I joined Thread in 2015 as an editor and copywriter, became the managing editor in 2016, and helped lead the creation and implementation of an adidas brand AI writer with Thread’s AI partner from 2020 on.

Across this time, my responsibilities for this ~two-million dollar revenue project included (and exceeded):

• maintaining copywriting style guide for all adidas product types and categories, language for brand, tech and sustainability terms + legal guidance.

• weekly client calls and annual visits with our Germany HQ-based client team, and meetings with stakeholders like product managers + developers, and marketing, sustainability + procurement teams.

• overseeing creativity and adherence to guidelines for the 30k+ product copy deliverables in our annual project scope.

• setting staffing + hiring decisions bi-annually for our 20+ person content team; assigning work; tracking performance of broader team and category leads.