Adidas Women's Website | Elevating a legacy brand to join the women’s fitness movement.
Client: Adidas | Agency: Super Top Secret
The Ask: Help Adidas to create a digital touchpoint and content strategy that showcases the company as an inspirational, authentic and empathetic brand for women.
Capabilities: Digital Strategy, User Experience Design, Usability Testing, Content Strategy & Calendar Planning
Adidas aspired to create a digital touchpoint and content strategy that showcases the company as an inspirational, authentic and empathetic brand for women. The iconic brand built its legacy through a conventional, male-focused approach to sports and athletics but overlooked the evolving opportunity to connect with a growing number of women in the fitness space. Research with women across the spectrum of fitness informed our strategy of taking a holistic lifestyle approach to e-commerce that resonates authentically and engages them at an emotional level.
Research & Digital Strategy: The strategic roadmap outlined the phases for a digital platform that connects with women across touchpoints while integrating cohesively with the shopping experience. This relied heavily on content that bridged topics of interest and included a network of ambassadors to bring the omni-channel vision to life.
UX: The website exists within the Adidas ecosystem, but presents an opportunity to reintroduce the women’s shopping section with a lifestyle theme. Our approach was to cater to shopping behavior with design solutions that optimize for mobile e-commerce and leverage geolocation. This quickly personalizes the experience and adds convenience to prevent drop-off. The navigation featured lifestyle articles and ambassador videos while surfacing the primary categories that women are searching. I took a mobile first approach throughout the UX wireframing and ensured usability with validation testing prior to entering design and development phases at Super Top Secret (design agency).
Ultimately the site successfully complemented Adidas’ broader vision of repositioning the brand to reach fitness minded women. It created a platform for content development that bridged the social channels and the website while maintaining conversion goals.