An eight year story of better business growth

In the early 2010s, adidas was struggling to keep pace. Revenue was falling and the competition was getting fiercer. Not only did the business have to compete with established sports brands, but there was a new wave of training-focused and lifestyle-led sports brands making ground. adidas needed to be re-energised.

We have been a partner throughout adidas’ accelerated growth in the last eight years. During this time, we have contributed to the evolution of a new brand marketing and innovation function for adidas Women’s, the development of products, services and partnerships for this category, and the co-creation of a new app ecosystem.


Partnership in Numbers

+10Business Units
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  • Membership program growth into the 100Ms

  • Entering and owning new cultural spaces

  • New approach to inclusive product design & sizing


1. Breaking barriers

Breaking down the barriers preventing women participating in sport, we created a blueprint for future women’s initiatives, including the Creator Studio women’s wellness space, more inclusive product sizing, an everyday athlete skincare range in collaboration with COTY, and a partnership with IKEA for ‘sport at home’ products and services.

2. A people-led purpose

Whilst adidas already had a clear approach to sustainability, they were looking for a strategy that could guide diversity and inclusion throughout the company. Working at speed, we devised a total brand inclusivity approach, across product, storytelling and community engagement, across all business categories. With clear commitments and focused resources, the result is an impactful and authentic approach to both people and planet.

3. Powering the creator economy

Undertaking extensive research into the creator economy, we defined key user segments, behaviours and a roadmap of opportunities for the brand to play an authentic role. Our work to date has informed many initiatives, including The MakerLab and their ventures into the metaverse with Confirmed App.



Proprietary Qualitative & Quantitative Research


Consumer & Culture Mapping


Market & Competitor Analysis


Ecosystem & User Journey Audit


Brand, Purpose & Portfolio Strategy


Product, Experience & Service Innovation


Content & Editorial Direction


New Organisation & Team Design


Business Model Innovation


Roll-Out, Measurement & Briefing