As Group Creative Director, I led a cross-functional team in the development of adiONE, a pioneering "brand concierge" prototype designed to bring fans closer to the brand through a connected and personalized digital experience. Developed to explore how adidas could better support an intimate customer relationship, the app unified brand storytelling, athlete content, and product innovation into a single, individualized journey. By leveraging GPS and iBeacon technology, we established a real-time customer record that followed the user across owned and third-party retail environments, delivering tailored rewards and exclusive access based on their specific passions.

This strategic exploration was successfully user-tested across key global markets before being internalized by the adidas in-house UX team to serve as the foundational blueprint for the global shopping application used by millions today.


Results

> Future Retail Blueprint: Defined the omni-channel framework for a personalized, "brand concierge" ecosystem that moved beyond linear retail.
> Global Scalability: Successfully piloted the experience and GPS/iBeacon infrastructure across key markets prior to its evolution into the primary adidas global shopping app.