❋

Partnership Strategy

Black background with white Adidas logo and the text 'Willy Chavarria' on the right.

Overview

❋ The Challenge

Define a unifying partnership platform for adidas x Willy Chavarria that goes beyond a traditional fashion collaboration, balancing Willy’s deeply personal point of view with adidas’s global sportstyle scale, while creating streetwear with real substance and long-term cultural relevance.

❋ The Relevance Unlock

Root the partnership in unity through authenticity. Using Willy’s lived experience and artistic vision, amplified by adidas’s legacy in sport, the partnership’s role is to expand streetwear’s center. The result is a platform that elevates underrepresented stories, brings depth and integrity to sportstyle, and turns individuality into a source of collective pride and belonging.

❋ The Outcome

A range of successful cross-collaborations and hyped drops, instantly identifiable as Willy x adidas: Compton Cowboys, James Harden, NBA All-Star, Paris Fashion Week, and more. With what the press described as “grit with elegance,” the SS26 collection was the partnership’s most impactful release to date.

What We Delivered

Custom Research

Cultural + Audience Intelligence

Cross-Functional Workshops

Partnership Brand Positioning

Foundational Strategic Framework

Success Metrics

Project Duration: 3 weeks

Map of the United States with regions labeled as Midwest, Northeast, South, and West, along with percentage representations. A bar chart on the left compares various identities, with Hispanic as the highest at 52%, followed by Mexican-American, Mexican, American, Latino/Latina, Chicano, and Indigenous.

Custom surveys and lookalike audience profiling uncover the layered identity dynamics shaping U.S. and Mexican Hispanic communities.

A man and woman stand under a concrete archway, dressed in dark streetwear with athletic and designer elements, in an urban setting.

Both adidas and Willy Chavarria are known for deeply honoring their heritage. Together, this partnership translates lived experience into a shared vision for the future of streetwear.

A vintage pink car with a floral arrangement of red roses and greenery on the hood, forming a crown or wreath shape.

For underrepresented communities looking for both belonging and substance, this collaboration broadens a narrow definition of fashion.

“In a world where words matter more than ever, QuickStudy’s ability to bring together complex projects across multiple teams is unrivaled. While the word strategy is often times thrown around, most don’t fully understand or comprehend how to use to their advantage - the quick sprints with Rob/Alexa has brought us much closer together internally for better output externally. Words matter … and QuickStudy knows how to package them up best so that we’re not just presenting slides, we’re speaking truths and everything makes a lot more sense, to everyone.”

Conor McAvoy | Global Senior Director Brand Communications, adidas Originals

More Work

Hands typing on a white Apple keyboard with a white mouse in the background, overlaid with the GoDaddy logo.

Research & Activation Plan for the Super Bowl

A man in a beige outfit leaning against a concrete wall with a red Protein snack logo overlay in the center of the image

Product Positioning & Campaign Strategy for Menswear

MLS logo overlay on a soccer game scene with players and spectators in the background.

Seasonal & Key Moment Strategies

Collage of promotional paper posters and advertisements featuring the Sonos Beam speaker, including images of the speaker, album covers, and text highlighting sound quality and features.

Global Partnership POV & Passion Point Strategies for Music, Cinema, Sport, and Design

Interior of an Adidas retail store with athletic clothing and footwear displays, mannequins on the upper level, and a large Adidas logo overlayed on the image.

Retail Innovation Strategy

Close-up of wheat stalks in a field with a sunset background, overlaid with the word 'Inverno' in large white font.

Category & Multi-Brand Positioning for Leaders in the Spiritual Wellness Space

A bottle of Tito's handmade vodka, a glass with a red cocktail and lime slices, and a wooden table outdoors with a grassy area in the background.

Multicultural & Partnership Strategies

Two people holding hands outdoors with the words 'spark networks' overlaid.

Multi-Brand Positioning & Vis ID for JDate, Christian Mingle, and more