At Vanity Teen, we spoke with Tabitha Howe, founder of Tabitha Digital, one of the prominent creative forces behind high-impact digital campaigns at the intersection of fashion, sport, and contemporary culture. With a strategic vision that blends creative direction and performance-led marketing, Howe has established herself as a leader in building culturally relevant digital narratives that deliver measurable results.
In this interview, we explore the creative process behind the adidas by Stella McCartney campaign, where Tabitha led the project from concept to execution, redefining modern tennis style through a fashion-forward lens without compromising athletic credibility. We discuss social-first strategy, intentional storytelling, the balance between performance and aesthetics, and the role platforms like Instagram and TikTok play in shaping brand identity today.
A conversation about creative leadership, digital culture, and the evolving relationship between fashion and performance.
Can you introduce yourself and your work?
I’m Tabitha Howe, founder of Tabitha Digital, a digital marketing and social media consultancy that focuses on high impact, social first campaigns and ongoing social media management. My work sits at the intersection of fashion, sport, wellness, and digital culture.
I love combining creative direction with performance led strategy, helping brands bring their identity to life in digital spaces. What I enjoy most and what I’m probably best known for is leading campaigns from concept all the way through to execution
How did you become involved in the adidas by Stella McCartney campaign?
I was approached by adidas as the team had been following my previous campaign work and were looking for a creative lead who could deliver a fashion forward yet performance rooted digital campaign for the latest Stella McCartney tennis collection. That’s exactly where my background sits, so the fit felt very natural.
I was instantly inspired by the brief. It focused on telling a modern story of style through sport, showcasing the collection’s fashion led silhouette while also clearly communicating its athletic credibility. The adidas team were familiar with my experience leading sports focused digital campaigns, and I was honoured to take on the opportunity.
What was your role in the campaign from start to finish?
I led the campaign end to end, overseeing the creative direction, digital strategy, content planning, production, and platform rollout.
I was given the freedom to really execute the campaign in a way that felt authentic to both the brand and my creative vision, which was super special.
What was the core idea or narrative behind the digital campaign?
The idea was really about redefining modern tennis style and showing that performance wear can be both functional and fashion forward. We focused on movement, confidence, and modern femininity, making the collection feel high performing but also very natural within fashion and lifestyle culture.
How did you translate the adidas by Stella McCartney brand values into digital content?
Adidas has this amazing way of balancing performance, fashion, and sustainability, and my goal was to let each of these pillars shine without one overshadowing the other. Performance came through in dynamic, movement led visuals, fashion in the silhouettes and styling, and sustainability in a more intentional, thoughtful approach that avoided overproduction. The end result was content that felt elevated but still real, something that would connect with both performance focused and fashion conscious audiences.
Which platforms did you focus on, and why?
We focused on Instagram and TikTok, since they’re central to fashion and sports culture. Instagram supported a polished, editorial approach, while TikTok allowed for dynamic, discovery driven content that maximized reach and engagement. Each platform was approached strategically, based on audience behavior and content consumption.
What impact did the campaign have?
I was really pleased with the campaign’s performance. It achieved over a million views across platforms and drove a significant increase in engagement and traffic during the launch. The content also gained strong organic traction and even created a viral moment, which amplified awareness and positioned the collection prominently within the digital launch conversation, it was incredible to see.
How does this campaign reflect your wider approach to digital marketing and brand storytelling?
This campaign really demonstrates how I like to work, leading with creativity while keeping strategy front and center. I focus on creating campaigns that feel culturally relevant and deliver real results, where creativity, platform approach, and audience insight all come together to make something truly impactful.
What do you think brands often get wrong about social media campaigns?
A lot of brands prioritise volume over strategy, producing content without a clear narrative. My focus is always on intentional storytelling, creating more considered moments that deliver meaning, leave a lasting impression, and sustain audience engagement over time, rather than chasing short term visibility.
How do you see the relationship between fashion, performance, and digital culture evolving?
I believe fashion and performance are becoming increasingly intertwined, particularly in digital spaces where audiences value versatility and authenticity. Performance wear now serves as both functional gear and cultural expression, and digital platforms are where this evolution is most visible. Brands that understand this shift and respond strategically will continue to lead.
What’s next for you and your business?
I’m continuing to expand my work internationally, leading digital campaigns and social media management for global brands and individuals. Right now, I’m focused on scaling my consultancy, working on high profile releases, and creating innovative digital strategies that really shape how brands connect with their audiences worldwide.
