This document outlines a proposed solution for Adidas to create a more unified and engaging customer experience across its digital platforms. The proposal recommends developing a "branded house" approach that brings together Adidas' brands, content, products and audiences in a seamless way. It suggests designing an experience with consistent navigation and modular elements that can insert Adidas' brand identity into various contexts online. The goal is to inspire longer and richer customer journeys that increase sales, brand affinity and engagement for Adidas.

2. _contents
_Status Quo / What you told us in
the briefing
Our interpretion of the briefing
What challenges is adidas facing
Strategic insight (consumer,
brand)
Proposition
Our proposed solution
How this solution fulfills
business objectives
How this solution transitions
over time
How we will measure success
Overview about our approach to
this project
How we plan to do it
Who will do it
What will it cost
Why are we the right partner for
adidas for this project
What next?
Contact

3. _seamless discovery,
play, customization
and shopping
adidas.com becomes a rich
productized experience that
captures the inherent connections
between adidas brands, content,
products and teen life. It
creates the context often needed
to inspire purchase and subtly
introduces products into branded
content. It weaves the disparate
brand experiences together into a
coherent whole.

4. _adidas “one-site”
platform project:
a vision for a more
profitable future and a plan of how
get there

5. _the RFP:
create a holistic, non-fragmented,
customer experience that showcases
the best of adidas’ brand, commerce,
and personalization under one roof
– the sum will be greater than the
parts. This experience will drive
customer satisfaction as measured by
dramatic increases in sales, brand
affinity, and engagement.

6. _brand vision
for adidas

7. _a branded
house, not a
house of brands
one house, many distinct but
interconnected rooms
develop an experience that leverages
and unites all Adidas content
merge brand, shop, and customization
content in a way that creates a nto a
natural interconnected journey
holistic, cross-platform consumer
experience that is richer, more
relevant, more engagement, and
more valuable

8. _digital
natives
born with a mobile phone in their
pocket, a computer in their lap, and
an average of 3000 marketing messages
in front of them on a daily basis
a fractured experience is their way
of life – bouncing from site to site,
online to offline,brand to brand – is
status quo
getting their friends’ attention is
just as important as getting theirs.
they like to talk back. They want to
tell you what they think and how you
can make it better. Let them.
if you can create the context – tell
them a story, create a world, connect
them to their network – you can
create the engagement

9. _this is
how they like
to browse

10. _this is
how they
like to play

11. _this is how
they like
to communicate

12.
_this is how
they like
to shop

13. _current
browse
journey
watch
video
exit
i am here
to buy
i am here
to look
search
product
overview
product
detail
play
game
read
article
exit
shop
journey
checkout

14. _heritage
you told us there was element of
being ‘stuck in the mud’ infiltrating
the adidas brand. heritage and
history are important, but nostalgia
isn’t the best sales tool to market
to 14-19-year olds.
your heritage shouldn’t be a ball
and chain round the adidas brand.
embrace your history but revitalise
your approach to enhance and expand
the customer experience. adidas does
not have a stale background. it has
a rich and prestigious foundation
that can be built upon in a fresh,
postmodern and stylistic way.
re-use and re-expression is
everywhere in the mash-ups and
interactions of today’s ugc
generation. it lends an air of
authority and tradition to products
and brands and enriches audiences’
understanding of them.
adidas is no stranger to re-
invention: the innovation cycle
itself – used to create better
equipment, clothes, technologies –
is based upon consistent and regular
improvements to what already exists.
don’t reinvent the wheel. pimp it up

15. consistent actions across brands (social influence)
connected actions through common audiences within brands (behaviour)
innovative ideas that can be leveraged brand to brand (tactical)
Efficiency, effectiveness and insight encouraging longer,
deeper cross-site journeys and user engagement
_leveraging
the network
effect

16. _leverage the power
of the aggregate to
build richer more
relevant audience
experiences
shared learning
common behavior
common social
behavior
cross brand behaviors analysis
behavioral and
attitudinal clusters
multi- channel dashboard

17. _future
v
isit
1
v
isit
2
v
isit
3
browse
+shop

18. _creative
strategy

19. _insert the adidas
brand into the web
with confidence and
commitment, balanced by
an honest respect for
the surrounding pages

20. <adidas><///>

21. _the strategy
takes inspiration
from intervention
architecture

22. _intervention
architecture
“a creative way to breathe new life
into an existing historic context,
while reinventing an economic
and social value”

23. _at its core the strategy
is a team of insertable
page elements that drive
consistency
SCREENSHOT OF EXAMPLE
ELEMENTS

25. _the structure is a
perfect balance of two
models
_house of brands _branded house

26. _it meets the challenge
of being the most
personal sports brand
by providing a big
canvas for adidas to
tell big stories

27. _the master brand
plays a network role,
making the experience
coherent while freeing
up the main stage for
Performance, Originals
and Style to be
as great as they can be
on any given day
SCREENSHOTS SHOWING PAGE
VARIETY

28. _through these stories
adidas can be the most
relevant brand in every
street and field around
the world

29. _and by being re-usable
off-platform, the
elements give adidas the
opportunity to insert
itself into the wider
culture of the web,
following the brand
heritage of being an
authentic part of social
history

31. _the impression we want
to create is that adidas
is the most personally
relevant brand on the web

32. <adidas><///>

33. _creative vision
achieves business
goals
Engagement: User journeys expanded
through navigation layers that merge
disparate experiences.
Sales: Paths to purchase shortened
through a fusion of brand and
commerce content.
USP: Natural and desirable
presentation of relevant and
contextual content to encourage
repeat visits.
Flexibility:Site structures and
organization able to incorporate and
leverage historical content as well
as introduce new content.
Efficiency: Solution enables ease of
development through standardized
templates, common infrastructure and
integrated sites.

34. _experience
structure

35. _nike VS
adidas

36. nike
Strong on
personalisation
Choose your local site first
time you visit
Customisation link is available
everywhere
Popular topics and current
events are promoted well
Strong on
navigation
Consistent navigation design
Streamlined purchase path,
starting at the home page
Weak on
circular
journeys
Hard to reverse out of
a sub-site
Little promotion across
sub-sites
hompage
header
featured info
shop
by lines
choose
your location
customise
by lines
browse
by sites
footer
sites
videos
shop by lines
women
men
girls
boys
shop by
products
sports
collections

37. adidas
Strong on diversity
Lots to do
Experimental layouts
Strongly branded experiences
Weak on navigation
Unstructured purchase path, often
starting deep into the experience
Links bump the user out to external
sites

38. _experience
design

39. Principles
Ensure the site is easy to use and
navigate (and is seen to be so)
Allow people to find relevant
information easily, but also take
horizontal journeys around unrelated
content to explore the full breadth
of the adidas brand
Start by giving people the
opportunity to self-select the
journey that is most relevant to them
Make it easy to shop from anywhere,
puttingthe start of the purchase path
within a swipe of the mouse
Bring customisation to the top of the
experience
experience layers
welcome to adidas
design your
own/shop
navigation

40. products productsdesign
your own
navigation
more like
this
who’s
wearing
it
share
buy whats
on the
page
get more
info
what’s
going on