After a couple years writing copy for adidas, I started working with a new team to craft copy for the needs of adidas Skateboarding’s social media channels. My writing encompassed consumer-facing accounts as well as internal toolkits that emphasized brand-first priorities focused on upcoming product releases and relevant skate culture moments. While skateboarding has been a foundational part of my identity for decades, embodying the unique adidas TOV was crucial in order to seamlessly connect to the culture while communicating effectively on behalf of the brand.