Caitriona
morgan
brand DIRECTOR
creative campaign leader
YOUR COMFORT ZONE WILL KILL YOU
✦
YOUR COMFORT ZONE WILL KILL YOU ✦
adidas Training 2.0
From afterthought to challenger brand.
For years, adidas Training had played second fiddle to the brand's category giants, Originals Football and Running. But as Gen Z began swapping late nights for early morning workouts, a cultural shift was underway. The gym was becoming the new social scene. Strength training was redefining women's relationship with sport, and the lines between fitness, fashion, community and culture were rapidly blurring.
Recognising this opportunity, I spearheaded the strategic repositioning of adidas Training, establishing a new brand platform and creative direction designed to bridge the worlds of recreational fitness and hardcore gym culture.
Carving out a distinct space for adidas to own, we developed bold, confident, product-led campaigns celebrating strength, individuality and real bodies. From brand storytelling and product franchises to consumer experiences, we reimagined how adidas showed up in training, turning an overlooked category into a fierce challenger to the gym-first brands redefining fitness culture.
the open 2025
The Open isn’t just watched. It’s felt. And it’s felt in its extremes. At Royal Portrush, shaped by wind, rain, and the unpredictability of the North Coast, this course is legendary - known for its unforgiving terrain and ever-changing conditions.
Brought in by Fanatics & The Open as Creative Production Lead on the ground in Northern Ireland, I was responsible for translating a global vision into something tangible, culturally relevant, and rooted in place. Working at the intersection of brand, product and environment, leading end-to-end creative production across the North Coast ensuring every touchpoint captured the energy of the Championship while elevating its cultural edge.
In partnership with The Open, we developed a product range designed not just to commemorate the event, but to reposition it - shifting golf from tradition into something more expressive, more wearable, more current. In a sport long defined by convention and rigid codes of dress, this was an opportunity to introduce a more style-conscious perspective, one that felt contemporary without losing its heritage.
Rooted in nature, driven by instinct, and executed live, the ambition was simple: take something historic and make it feel cool again
the ridiculous run
DREW ROSE TO NOTORIETY PRODUCING CONTENT FOR YOUTUBE AND TIKTOK SUCH AS MUSIC REACTION/REVIEW VIDEOS, OUTFIT HAULS, AND ALL THINGS RELATED TO STREETWEAR CULTURE. AS HIS COMMUNITY GREW, A MONETIZATION PLAY BECAME A CLEAR EVENTUALITY, GIVEN HOW A STRONG SENSE OF BELONGING / IDENTITY IS CULTIVATED WITH HIS FOLLOWERS.
92% of women don’t feel safe when running. A sobering but real statistic that kick started this campaign.
Then there are the rules. Don’t run at night, don’t run in a ponytail, make sure you share location, don’t wear that, never run alone. It’s shocking how going for a simple run, has become a matter of life and death. The onus shouldn’t just be on women, Running needs all of us. As a brand, adidas cant stop gender based violence, but they can raise awareness and enact behaviour change.
A sensitive topic, and a tricky tone to manage. Women are sick and tired of it, it’s infuriating, its f**king ridiculous.
So let’s show the world how ridiculous it is. Motorcades, quad bikes, skaters, an urban cowgirl on a horse, a whole gang to protect you. It shouldn’t take all of this.
Our viral campaign saw us gain headlines across the world and even pitched us against that Samsung ad. Our running app downloads saw a huge increase, alongside traffic to the adidas runners ‘with women we run’ challenges. Most Importantly, it created much needed dialogue on the topic, and drove publicity for our white ribbon charity, who raise vital funds to combat violence against women.
fifa womens world cup
Women’s football is on fire, and next gen icons were ready to take the 2023 Women’s World Cup by storm. But despite record-breaking viewership, the game struggled with the prevailing mentality that ‘no one watches women’s football’ Snooze. So we teamed up with Alessia Russo, Lena Oberdorf and Mary Fowler, to show the world just how good women’s football really is. Across all platforms, we captured the world reacting, including legends like Messi, Beckham, and Ian Wright – bringing to life adidas’ biggest WWC campaign with the greatest new players on football’s biggest stage. By placing our athletes skills front and center, we decided to create FOMO, attack perception from a new angle, celebrate the game, and allow them to Play Until They Cant Look Away.
Results showed that adidas captured 285M viewers, and was the most talked about brand of the tournament, getting +8% more PR buzz than Nike.
Our audience sought us out with an 18.7% increase in “adidas football” searches during the event period.
But our biggest win was being part of the many brands who went hard in support and celebration of Women’s Sport.
Making it the biggest sporting event of the year, and getting more eyeballs on women’s football than ever before.
