Edrick Chu (They/Them) is a creative strategist, cultural researcher, and brand marketer based in New York City. Operating across media, agency, and brand environments, they specialize in work at the convergence of emerging technology, youth culture, and new media.
Retail Strategy
Experience Mapping
Cultural Insights
From those insights, we mapped a day-in-the-life SoHo experience for each group, plotting the restaurants, third spaces, retail, and activities that actually mattered to them — then immersed the Adidas team through those routes on-site, turning research into a firsthand understanding of how the brand could show up in ways that genuinely served its audience in the neighborhood.