ADIDAS Came to LA for Culture. What They Got Was Strategy.

What a Day With ADIDAS Taught Me About 2026 Strategy

Let’s be clear: when ADIDAS flies their Chief Creative Officer and 27 global design leaders from Germany to LA and taps me to help curate a cultural immersion, that’s not a flex, that’s proof that culture is currency and experience in the narrative space is platinum. And we are the culture.

A few months ago, I curated a cultural experience for the ADIDAS team designed to help them understand LA28 from a community-first lens. No filters. No Hollywood sparkle. Just the real Los Angeles, the version that actually shapes global creativity.

With the help of Tamala Lewis, Senior Director of Community Relations & Foundation at AEG, we started at Dignity Health Sports Park in Carson, home of the six-time MLS champions LA Galaxy, sponsored by ADIDAS. They saw where LA28 will unfold and how sports, community, and brand identity intertwine when you’re tapped into the right ecosystem.

Next stop: The Red Line Venice Hotel, where the founders gave a masterclass in intentionality, Venice’s bohemian roots, the influence of Black and Brown creatives, the hotel’s art-driven design choices, and the hyper-local storytelling built into every corner. We’re not talking about a hotel tour, we’re talking about cultural literacy.

Then they hit Venice Beach, where the ADIDAS team experienced the creativity, chaos, grit and artistry that gives this city its edge. They wanted authenticity. They got immersion.

Major love to my sistah,Mel Mallari, Global Marketing & Strategy for ADIDAS, for trusting me with her vision. When powerful women collaborate, the impact hits different.

And what did this whole experience teach me? Something every PR, marketing, and sports media professional needs to consider as you map out your 2026 fiscal year:

5 Takeaways for PR, Marketing and Sports Media Pros

1. Culture is not a tactic. It’s a strategy.

Stop treating culture like a campaign add-on. In 2026, it must be baked into the foundation.

2. Authentic partnerships beat performative alignments.

Communities can spot the difference. Make authenticity the KPI.

3. Sports is culture, not adjacent to it.

Athletes, leagues, NIL deals and global events are now narrative engines. Work them into your strategy from day one.

4. Local experiences deliver global insights.

If your team isn’t physically experiencing the communities you want to reach, your strategy is incomplete.

5. Your lived experience is a competitive advantage.

Your story, perspective and cultural lens are assets. Leverage them boldly.

2026 will belong to the brands and professionals who understand that connection beats content and culture beats campaign.

For more insights, subscribe to CTRL the Narrative on Substack.

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To collaborate or bring cultural strategy into your next project, visit SandandShores.com.

We are the culture. And we’re leading the next era.

Always remember, control the narrative, or the streets will do it for you, and it won’t be in your favor.

Tonya McKenzie

Chief CTRLer