Adidas Women's Site
Adidas approached STS to create a digital touchpoint and content strategy that showcased the company as an inspirational, authentic and empathetic brand for women. The iconic brand built its legacy through a conventional, athlete-focused approach to sports but overlooked the evolving opportunity to connect with a growing number of women who lead a fitness lifestyle.
Objectives
Establish digital strategy, research and roadmap, design and development of the site to fit with the existing brand’s site, create content strategy, build out calendar and ambassador framework.
Role
I worked as the Senior Art Director, establishing the look and feel and working directly with our UX designer to translate her wireframes into finished comps. Then, working with our developer to build out a functioning site within the Adidas website.
Strategy
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.
The strategic roadmap outlined the phases for a digital platform that connects with women across touch points while integrating cohesively with the shopping experience. This relied heavy on content that bridged topics of interest and included a network of ambassadors to bring the omni- channel vision to life.
UX
Taking mobile first approach, we created a series of wireframes for the experience and tested these with the demographic prior to the design phase. While staying consistent with the brand’s existing content, we were able to create a modern layout that made the women’s page feel like a unique shopping experience within the Adidas brand.
Visual Design
The landing page was meant to do three things: introduce the customer to new and trending items, create a voice for adidas women with articles, highlight their brand ambassadors, and first and foremost to show how the adidas brand can fit into their customer’s lifestyles.
To support the lifestyle side of the women’s site, articles were added to educate potential customers about training exercises, ways to be healthy, what to wear while working out, and more. with each article, various adidas products were featured, allowing access to shop within the article and to “get the look.”
Adidas has been teaming up with strong and empowered women within the fitness and athletic industry, and we wanted to give a space to highlight these amazing women. Each ambassador for adidas women is featured on their own landing page with imagery, video, and the opportunity to learm more about them and shop from their collection.
