Client: Adidas x HBCU Harris-Stowe State University
Scope of Work: Photography, Copywriting, and Digital Design
Concept:
The DOERHOUSE COMPANY™ set out to craft authentic storytelling that championed HBCU athletes for their raw talent, rather than framing their success through a lens of struggle or adversity. The goal was to capture them in their natural element—thriving, competing, and excelling—without compromising their identity. This approach sought to reshape how brands engage with Black athletes, moving away from narratives of resilience and instead celebrating excellence for its own sake.
Impact:
Drove a 14% increase in unique users on Adidas’ non-sales web pages, specifically those highlighting programs, partnerships, and community initiatives, proving a shift in audience interest beyond just product consumption.
Increased brand engagement across social platforms, particularly on YouTube and Facebook, reinforcing Adidas’ presence within the African American Consumer Market (AACM).
Strengthened Adidas’ credibility in authentically connecting with Black collegiate athletes, positioning the brand as an active champion of HBCU sports culture.
Established a blueprint for brand storytelling that moves beyond performative allyship and into genuine cultural representation, setting a precedent for future campaigns.
Why It Matters:
This project challenged the traditional narratives of Black athleticism in mainstream branding. By allowing HBCU athletes to be seen for their pure skill and passion, Adidas x HBCU shifted the conversation from overcoming obstacles to celebrating undeniable greatness. The results demonstrated that when brands trust communities to tell their own stories, engagement, loyalty, and impact grow organically.
