Overview

I develop monthly creative sprints for Hibbett and Hibbett Kids, driven by sales, trending products, and seasonal pushes. In addition to this ongoing work, we supported a focused campaign for the launch of the adidas XLG sneaker.

Challenge

The goal was to quickly bring the XLG drop to market using existing performance learnings, while still making the creative feel fresh, product-specific, and visually distinct and special but still within Hibbett’s brand system.

Solution

I approached the campaign by building off of proven creative systems—leveraging top-performing templates as a foundation—while adapting them to reflect the unique look and style of the XLG.

The focus was on product-led storytelling, using the sneaker’s iconic design, bright color, and attitude to inform the visual direction.

Using a mix of client-provided photography and product assets, I reworked my existing high-performing designs and ad layouts to create a tailored ad set for the launch.

This included:

• Integrating custom graphic elements and backgrounds that echoed the sneaker’s color palette and bold aesthetic.

• Refining composition and visual hierarchy to keep the product as the clear focal point.

• Adapting proven templates to feel specific to the XLG rather than reused.

The result was a set of ads that felt intentional and product-driven within the Hibbett brand umbrella.