China High School Football League (CHFL)

Integrated campaign development to elevate awareness of China’s largest youth football tournament, repositioning it as a culturally relevant national event. Reimagined an iconic adidas creative platform by shifting focus from global star power to local youth athletes, combining high-impact OOH with documentary storytelling to build emotional investment in the future of Chinese football. Delivered record-breaking results, including #1 national sports broadcast viewership, highest-ever WeChat sports livestream audience, and 52.6M OOH impressions—contributing to the first-ever sold-out CHFL final.