Adidas Optime Mailer Campaign

Created to introduce Adidas' women's training collection designed specifically for lifters, I developed an oversized dumbbell-shaped mailer that transformed the package itself into a physical expression of strength and performance.

I led the project from concept and structural design through production and fulfillment. One of the key objectives from the Adidas team was sustainability, so we engineered the mailer using recyclable materials while maintaining a premium and highly shareable experience.

What made the campaign especially successful was the organic social engagement it generated. The package was so visually impactful that recipients were posting content before they even opened it—sharing videos of themselves picking it up from their PO boxes, carrying it to their cars, and reacting to its unexpected size and weight. The mailer became part of the content itself rather than simply the vessel for the product.

Even after unboxing, many recipients kept and repurposed the packaging, with some turning it into cat furniture and sharing additional content online. It was one of those rare projects where the creative idea, brand story, sustainability goals, and social impact all aligned perfectly.

Recognition

Awarded 1st Place (Gold) in the E-Commerce Packaging Category at the 2026 The Dieline Awards, one of the world's most recognized packaging design competitions.

Impact

• Developed an award-winning structural concept that translated product positioning into a physical brand experience.

• Delivered a sustainability-focused solution using recyclable materials.

• Generated organic social engagement before, during, and after the unboxing experience.

• Created a memorable mailer that recipients continued to use and share beyond the campaign launch.