Radically new fitness and brand experiences for women

Develop strategic agenda

Why The Upside

As part of Adidas’s 2016 global strategy refresh, The Upside had identified the community as a key unmet need of women in major cities. To deliver on this, we were asked to develop a strategy and an experience that would engage women in London in a unique way through holistic fitness activities

How We Approached the Challenge

  • Extensive qual and quant research with women in London to map needs and journeys
  • Development of a vision and strategy for Adidas studio – a holistic wellness space for women
  • Detailed launch, marketing and business plan that could be scaled beyond London to major global cities

Impact

Initial budget unlocked for a year-long presence. Based on continued success the studio is now in its 4th year with new international spaces planned for the near future.

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