Adidas Boston Marathon Mailer Campaign

For the Boston Marathon, I developed an influencer mailer inspired by the emotional and physical journey every athlete experiences on the road to race day. Rather than focusing solely on the event itself, the concept was designed to celebrate the dedication, perseverance, and countless miles that happen long before an athlete reaches the finish line.

The packaging experience unfolded as a symbolic representation of the marathon journey. Each stage of the unboxing was intentionally designed to mirror the progression of training, challenge, and achievement, creating a deeper emotional connection between the recipient and the Adidas brand. The goal was to make recipients feel like participants in the story rather than simply recipients of product.

I led the project from initial concept through final production, developing the creative narrative, structural packaging design, visual direction, vendor management, and manufacturing oversight. Every design decision was rooted in the idea of movement and progression, transforming the package into a storytelling device that reflected the mindset and resilience required to complete one of the world's most iconic races. Adidas has been the official apparel partner of the Boston Marathon for more than three decades, making it important that the experience honored both the event's legacy and the spirit of its athletes.

The result was an immersive brand experience that connected performance products with a meaningful emotional narrative, creating a memorable unboxing moment designed for engagement, storytelling, and social sharing.

Recognition

• Awarded 3rd Place (Bronze) in the E-Commerce Packaging Category at the 2026 The Dieline Awards, one of the world's most recognized packaging design competitions.

Impact

• Translated the marathon experience into a physical storytelling journey.

• Created an emotional connection between recipients and the Adidas brand through narrative-driven design.

• Used structural packaging as a communication tool rather than simply a product container.

• Encouraged social sharing through an immersive and highly interactive unboxing experience.

• Directed all aspects of concept development, design, production, and execution.