As Group Creative Director, I co-led a two-year global redesign of adidas.com, focused on transforming the brand’s digital flagship. I partnered with agency colleagues in strategy, UX, and technology, and worked closely with adidas’s internal brand design and UX teams. Together, we collaborated with VP and C-suite stakeholders to modernize the digital presence, elevating UI and UX to create a high-performance platform that integrates brand storytelling with seamless commerce for a personalized experience.

The new digital identity, "Futurecraft," introduced a modern, consistent design system that appeals to both sneaker enthusiasts and athletes. We redesigned the user journey to blend commerce and culture, adding features such as "Spotlight Pages" for campaign hubs and real-time newsroom integration. To strengthen loyalty, we launched a Release Calendar with a reservation system for limited-edition drops and exclusive virtual events. This ecosystem transformed the site into a global platform, offering shoppers new ways to engage with the brand and driving significant commercial growth.

To maintain premium product presentation at scale, we established new product imaging standards, emphasizing high-fidelity photography and interactive content guidelines. We created a comprehensive framework defining the visual language for all product categories, which adidas implemented across global production studios. This system ensured visual consistency throughout the 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.