Adidas Originals

Developing a new service that is both digital and physical

I've chosen to highlight Adidas Originals across all platforms due to its current lack of clarity in differentiation between the Adidas brand and sub brand Adidas originals, aiming to enhance visibility and underscore its distinct identity within the broader of the brand

Audience : Gen Z

What defines this consumer?

Way of life
Ethics
Experience
Convienience
Personalisation

Two-thirds are more inclined to shop at physical stores with technology-enhanced shopping experiences and tech that lessens their time waiting in line

History of Adidas Originals

Adidas Originals aligns with Gen Z consumers through its authentic heritage, iconic styles, and cultural relevance. The brand's commitment to sustainability, innovative technology, and digital engagement resonates with Gen Z's values and preferences.

Existing Adidas Experiences and competitors

Adidas Originals organises events, activations, and experiential marketing campaigns to engage with consumers and immerse them in the brand's culture :

A pop-up shop in the form of a sneakers box to sell their iconic Stan Smith sneakers.The store also includes 3D printers.

Adidas Orignals has a number of competitors incuding Nike, puma and vans

Vans unique web services, such as "Vans Customs," which allows customers to personalise their shoes with custom designs, and a user-friendly website featuring a dedicated sneaker release calendar that keeps enthusiasts informed about upcoming product launches and collaborations.

User Research

Refined Touchpoints

From brand and user research I have identified and focused on touch points that would enhance the UX of the adidas website. From my google surveys and specifically my empathy map I found these touch points :

  • Finding adidas originals on adidas website (website)

  • Finding / Selecting Trainers, responsive to website (In Store and website) to enhance the brand values and history of the Originals brand

  • Develop an interactive quiz covering Adidas Originals' history, designs, and street culture impact.

StoryTelling

By making the quiz a storytelling experience it allows me to communicate Adidas’s brand's values, history, and culture which is the whole point of the quiz.

This means I can elevate the interactive quiz into a truly impactful and meaningful experience that leaves a lasting impression on users wanting to purchase adidas orignals.

Unreal Engine

With Unreal Engine's powerful tools for world building, I can bring Adidas originals to life showing the brand's history and culture in a way that feels immersive and authentic.

I used Unreal Engine as I want the user to feel as if they are moving through the world in an immersive environment rather than just scrolling on a website.

User journey / Story Board :

  • 1 -The User is indecisive upon purchasing so navigates from homepage to Adidas originals hoping to find a trendy product to purchase

  • 2 - On Originals landing page the user scrolls down to find the quiz to help them select a product

  • 3 - The user answers the 4 questions to discover which originals shilouette would suit them

  • 4 - The user is then asked to calculate to determine which product would suit them best

  • 5 - This User is “Adidas Superstar” with a summary of why and charismatic traits. The User selects “Shop Superstar” to continue shopping

  • 6 - The user is then taken to the Adidas superstar product page

Final Prototype