We rebuilt trust in adidas Golf’s flagship franchise not with noise, but with focus. “Wrapped in Confidence” explored the mindset of control and precision—drawing from fighter pilot intensity and cinematic restraint. Every frame was about focus: clean, compressed, and powerful. We unified product storytelling, athlete narratives, and PR into one emotion—confidence. The results spoke volumes: record engagement, $66M in earned media, and North America’s top-selling golf shoe. Proof that clarity, not volume, wins belief.
Creative Direction: Dustin Becker, Director/Editor: Esteban Robinson, Photographer: Jenna St. Martin, Producer: Katie Allgire, Maurece Roddy