As Group Creative Director, I co-led the two-year global redesign of adidas.com, a transformation effort focused on overhauling the brand’s digital flagship. I spearheaded this initiative alongside my agency peers in strategy, UX, and technology, while maintaining a deep, integrated partnership with the internal adidas brand design and UX teams. Together, we worked closely with VP to C-suite stakeholders to modernize a dated digital presence, elevating the UI and UX to create a high-performance platform that seamlessly merges brand storytelling with frictionless commerce to deliver personalized experience.

The resulting digital identity, "Futurecraft," established a modern, consistent design system that captivates both sneaker enthusiasts and athletes. We rethought the entire user journey to merge commerce with culture, introducing features like "Spotlight Pages" for rapid campaign hubs and a real-time newsroom integration. To deepen loyalty, we developed a robust Release Calendar with a reservation system for limited-edition drops and exclusive virtual events. This comprehensive ecosystem transformed the site into a powerful global platform, giving shoppers new ways to engage with the brand narrative while driving significant commercial growth.

To ensure the new platform maintained premium product presentation at scale, we established a new set of product imaging standards. This work focused on elevating how product was presented through high-fidelity photography and interactive content guidelines. We developed a comprehensive framework that defined the visual language for everything from core footwear to apparel, which adidas then implemented across their global production studios. This system provided the necessary foundation for the brand to maintain visual consistency across their entire digital commerce catalog of over 50,000 annual SKUs.


Results

> 27% Sales Growth: Achieved record year-over-year growth following the 2017 launch.
> DDG DTC Revenue: Delivered double-digit growth in direct-to-consumer revenue through 2018.
> Global Transformation: Scaled a unified design and technology framework across all global business units.