SS25 adidas Stella McCartney Rasant

As PR & Social Lead for adidas by Stella McCartney, I helped shape the brands’ first joint catwalk moment in over 20 years with the launch of the Rasant sneaker. Leading the talent strategy alongside the adidas Culture and Sports Marketing teams, I secured 14 high-profile guests — from Tom Daley and Anna Hall to Andreia Spendolini Sireix and Xoitchi Gomez - each styled in a mix of adidas and Stella McCartney looks. Through pre-show gifting and a backstage social project with Anaïs Gallagher, we amplified visibility in real time and built a dynamic digital presence around the show.

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As part of this, I directed a live social content initiative where Anaïs took on the role of backstage photographer and interviewer, capturing candid moments and designer insights from behind the scenes at Paris Fashion Week. Sharing this content within hours created immediate buzz, strong engagement, and an authentic narrative that brought the runway experience to life.

The wider campaign culminated in a Vogue headline moment, with momentum continuing post-show through standout product placement - including a Complex cover shoot with Jennie from BLACKPINK.