MADE HERE

Kim Seo-young was chosen as a key model for the global “SS20 Adidas Athletics Collection” campaign. This campaign showcases creators from diverse fields, sharing the pivotal moments that shaped who they are today. Other participants include Real Madrid midfielder Isco Alarcon and Taiwanese actor Eddie Peng. Adidas spotlighted Kim Seo-young’s unwavering passion and dedication to swimming. As a designer at a domestic marketing agency for Adidas Korea Sports, I played a pivotal role in localizing this campaign for the Korean market. I adapted global visual guidelines to resonate with local sensibilities, developed Korean key visuals, and refined localized Korean copy based on the English key message. Furthermore, I maintained consistency across digital content and in-store key visuals, ensuring a seamless brand experience across multiple touchpoints. The campaign was promoted as "Made Here," representing "나의 모든 시작" (The Beginning of Everything for Me), reflecting Kim Seo-young's journey and dedication.