Home & Away is a travel/sport/design magazine I edited while heading the output of the Global Trend & Cultural Insights team at adidas.

Part insights/part inspiration, the strategy is rooted in documentary style, letting people represent themselves and be seen, with minimal intrusion of external narratives and priorities.

Delivering against a desire to widen the brand’s aperture beyond the usual global key cities, we chose Accra, Ghana as the focus of issue 01. In July of 2023, I traveled there to connect with the city’s sport and creative milieu, commissioning the articles and photographs featured in the issue.

As an editor, I prioritized a light touch to preserve regional syntax while maintaining accessibility for an international, multilingual audience. As a writer and insights analyst, I ghost-wrote the introductions and key takeaways.   

Inspired by the stories and images brought back from my initial trip to Accra, a campaign photo shoot was briefed. Again, our strategy of providing a venue for work by and of the community in Accra was re-established and maintained—all photographers, stylists, subjects, and crew members were local to the city.

The resulting images and finished magazine became the key visuals for the FW25 seasonal Creative Direction Exhibit at the brand’s world headquarters in Germany.

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