adidas ❤️ FARM

Brazil was about to host the two biggest sporting events in the world. We saw an opportunity to export something bigger than sport.

We partnered with FARM Rio to bring Brazilian energy, color and attitude to a global audience. The collaboration created a fresh space for adidas Originals to connect with women through a point of view that felt expressive, joyful and unmistakably Brazilian.

The ambition was global from day one. Partnership development, commercial alignment and go to market planning came together with global campaign leadership spanning creative production, market rollout, channel strategy and execution across every consumer touchpoint.

What began around Brazil’s World Cup and Olympic moment quickly proved it had a life far beyond it. Collection after collection, the partnership kept growing, building a recognizable visual language and taking FARM from a local cultural force into the adidas universe worldwide.

More than a decade later, it stands as the third longest collaboration in adidas history, with the partnership expanding from Originals into performance categories and new expressions of sport.

A Brazilian idea became a global platform, opening a new path for adidas to connect with women through culture and showing how local relevance can scale into long term brand and business growth.