adidas STATEMENT COLLECTION
BUSINESS UNIT DIRECTOR: BADGE OF SPORT PERFORMANCE + YOUNG ATHLETES: NORTH AMERICA APRIL 17 – DEC 18
In 2015 adidas embarked upon “Create The New”; a new company wide business plan and operating model. However despite enormous spending power and brand loyalty, a specific, scaled and sustainable Women’s Business Plan and Go to Market strategy had not been prioritized. adidas Women sits at the intersection of sport and culture – strong, independent women whose passions span well-beyond sport.
My role as Business Unit Director was to reset the strategy, align internally to drive prioritization and resource allocation, drive better product creation and execute a world class Go To Market Plan.
adidas Statement Collection championed female creativity from all walks of life. By collaborating with those already making a difference in their communities the team nurtured a hyper-engaged community of women to uncover rich and diverse insights.
This enabled greater product creation excellence. Bra’s, tops, tights and bottoms which fit her better and deliver greater function and are more style relevant through bolder, more sustainable materials, pattern and print.
The Go To Market goal was to establish adidas Women as a brand that stands firmly for inclusion, co-creation and creativity.
Having successfully grown and cultivated an audience on Instagram, the adidas Women Youtube relaunch became an important platform for the brand to have presence. When it came to those killing it on Youtube, individual creators were leaving big brands in their wake. They uploaded content more frequently, they were more reactive, on point and relatable.
Sitting alongside that was the inclusion of creators that she could immediately recognize and relate to. These creators were critical in differentiating the brand and authenticating the product. We signed Dua Lipa – the perfect adidas female creator.
adidas Statement catalyzed innovative new product creation, better assortment planning and more focused and relevant Go To Market communications for the female creator. It also was the point where adidas began to walk the talk of becoming the world’s first co-created sports brand for her.