Adidas x Ethan Holiday Mailer Campaign

To celebrate Ethan Holliday, Adidas' first-ever baseball NIL athlete and one of the most highly anticipated prospects in the MLB Draft, I developed a custom influencer mailer designed to capture the excitement, anticipation, and energy surrounding draft season.

The concept was inspired by the moment every athlete dreams about—the call, the selection, and the beginning of a professional career. Rather than simply delivering product, the mailer was designed to create an experience that reflected the significance of reaching baseball's biggest stage. Every element of the unboxing journey was intended to build anticipation and celebrate Ethan's arrival as one of Adidas Baseball's next-generation athletes.

I led the project from concept development and structural design through production and fulfillment, creating a packaging experience that connected Adidas' commitment to emerging talent with the emotion and excitement of the MLB Draft. The result was a memorable brand moment that transformed a product delivery into a celebration of achievement and future potential.

Impact

• Translated the excitement of draft day into a physical brand experience.

• Created a storytelling-driven unboxing experience centered around achievement and aspiration.

• Strengthened the connection between Adidas Baseball and its next generation of athletes.

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