MADE HERE

Kim Seo-young was featured as a key model in the global SS20 Adidas Athletics Collection campaign, which highlighted creators from various fields as they shared the defining moments that shaped who they are today. Other participants included Real Madrid midfielder Isco Alarcon and Taiwanese actor Eddie Peng. The campaign spotlighted Kim Seo-young’s unwavering dedication and passion for swimming. As a designer at a domestic marketing agency for Adidas Korea Sports, I was responsible for localizing the campaign for the Korean market. I adapted global visual guidelines to better resonate with Korean audiences, developed local key visuals, and refined Korean copy in alignment with the original English message. I also ensured consistency across digital content and in-store visuals, creating a cohesive brand experience across all touchpoints. In Korea, the campaign was launched under the title “Made Here”, with the localized message “나의 모든 시작” (“The Beginning of Everything for Me”), capturing Kim Seo-young’s personal journey and commitment to her sport.

Localizing Global Impact: Adidas SS20 in Korea

나의 모든 시작 means "The Beginning of Everything for Me"

adidas Athletics l SS20 아디다스 애슬레틱스 컬렉션ㅣ김서영

Adidas Korea Global Campaign MADE HERE "나의 모든 시작"
Digital Campaign
Adidas Korea

Task scope: Digital Global Campaign
Partial scope: Creative Direction
Sub task: Creative Direction, Graphic Design, Performance Marketing
Category: Sports
Date of completion: 2020

My Role: Graphic Design, Type Design