Runtastic by adidas
Freelance Copywriting & Content Strategy — Blog + Social Media
the client
Runtastic by adidas provides users around the world with fitness apps, helping them track workouts, build habits, and access expert content on training, nutrition, and wellness.
The Runtastic communications team needed freelance support to keep up with a high volume of content projects — including blog articles and social media posts — while maintaining adidas’ signature tone: casual, confident, and performance-driven.
Their goal was to continue educating and inspiring users with trusted health and training content as part of their top-of-funnel brand strategy.
The challenge
With an international audience and strict editorial standards, every piece had to balance:
A scientifically credible foundation (backed by research)
A clear, engaging voice consistent with adidas’ brand personality
And search optimization to support discoverability
Tone mattered — every caption needed to sound human, not corporate; motivational, not pushy.
The Process
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Brand immersion:
I studied adidas’ brand guidelines and analyzed top-performing posts to capture their rhythm and phrasing.
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Evidence-based writing
Each blog required credible sources, so I researched peer-reviewed medical and wellness publications to back up claims and maintain authority.
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Agile collaboration
Working across multiple editors and project managers, I delivered updates and original content on tight turnarounds while adapting to shifting brand priorities during the pandemic’s fitness boom.
The Results
Consistent delivery of high-quality, SEO-optimized blog posts that maintained adidas’ reputation for expert-level, accessible content.
Social media copy that matched the brand voice and boosted audience engagement during the company’s expansion into at-home fitness.
The team described the experience as “stress-free,” “professional,” and “a lifesaver.”
IN THEIR WORDS
We were in need of freelance copywriter support for an increase in projects. It was a nice surprise to see how quickly she could jump in and work almost autonomously. Jessica delivered great quality and worked very well with my team members. She is a lifesaver. She learns quickly, is very professional, and knows how to understand and mirror brand voice.
Writing blog content for us helped us maintain our ability to provide our users with educational, informative content about running, training, and nutrition as a top-of-funnel marketing strategy. Social media content helped engage our audience with creative, informative content to help them reach their running & training goals.
— Kristen Coleman, Head Of Communications
“Jessica delivers quality work and asks questions which gave us a good impression as the more knowledge a copywriter has, the better the content. She is knowledgeable, eager to learn, and delivers quality content while sticking to deadlines. Our experience working with her was great. We appreciate her hard work — it definitely did not go unnoticed.
The blog creation and updates helped provide better quality content (SEO, references, linking, etc.), and the social media content creation helped us achieve more exposure.
— Daniela Balderrama, Communications Specialist
