leAD

Copywriter

Copy

Content Strategy

Press Relations

Social Media

leAD is a startup accelerator – set up by the grandsons of Adi Dassler, the founder of Adidas – that boosts sports tech startups from idea to fully functioning profitable ventures.

Before they launched, I was hired as a freelancer to set up their tone and voice guidelines, content strategy and the copywriting. After launch, I managed their social media channels and a monthly newsletter, as well as PR in their German-speaking markets.

Tone and voice & website copy

Adi Dassler was the visionary founder of the iconic sports brand adidas. After the family sold adidas over 25 years ago, the 3rd generation decided to return to the sports business to continue Adi Dassler’s legacy. By now, leAD has invested in more than 30 startups from all over the world. Before launch, I was hired by Berlin-based agency ignore gravity to create leAD’s tone of voice and the website copy.

Role: Copywriter

Newsletter

I managed and maintained all the content for leAD’s social media channels (Instagram, Facebook, Twitter and Linkedin) and wrote a monthly newsletter updating both prospective and existing investors and potential applicants on the latest developments, as well as interviewing leAD mentors.