This document discusses adidas' strategy to move beyond simply selling consumers products and instead focus on creating meaningful experiences that align with consumer goals. It emphasizes building direct relationships with consumers through personalized experiences across its brands of adidas and Reebok. The strategy involves motivating, inspiring and educating consumers at each stage of their fitness journey and cultivating long-term relationships through membership programs. It also outlines a focus on sustainability with 9 out of 10 products being sustainable.

1. BEYOND
CONVERSION
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Creating delightful experiences that align your brand with consumer goals

2. adidas x culture

3. adidas x sport

4. INCREASING
BRAND
CREDIBILITY BY
SHARPENING THE
EDGES OF SPORT
AND CULTURE,
INTRODUCING
SPORTSWEAR
ELEVATED
CONSUMER
EXPERIENCE
THROUGH DTC-
LED BUSINESS
TRANSFORMATI
ON BUILT
AROUND
MEMBERSHIP
COMPREHENSIV
E AND SCALED
CONSUMER-
FACING
SUSTAINABILITY
PROGRAM WITH
9 OUT OF 10
ARTICLES
BEING
SUSTAINABLE
STRATEGIC
FOCUS
AREAS
Our 2025 growth strategy
O W N T H E G A M E

5. TO DOUBLE OUR
BUSINESS
WE MUST MOVE
BEYOND
SELLING OUR
CONSUMERS
WHATEVER THEY WANT

6. Buy our newest product! Ideally right now.
T E A S E

7. Buy our newest product! Ideally right now.
T E A S E L A U N C H

8. Buy our newest product! Ideally right now.
T E A S E L A U N C H E N G A G E

9. Buy our newest product! Ideally right now.
T E A S E C O N V E R T
L A U N C H E N G A G E

10. WOMEN RUNNING
326 RESULTS*
NON-PERSONALIZED EXPERIENCE
😩
* of which this image
shows 270
SHOES

12. R E S E A R C H
&
D I S C O V E RY
I N S P E C T
& E VA L U AT E
D E C I D E
& G E T
U S E
& E V O LV E
“Can you help me to
achieve my goals?”
“Do these products
relate to my goals?”
“Is this product right for
me”
“How can I continue
to improve my sport
performance”
N E E D
R E C O G N I T I
O N
“Which sports are right
for me?”
People behave differently than
our marketing calendars
M O T I VAT E I N S P I R E E D U C AT E E N A B L E
C O N F I D E N C E
C U LT I VAT E
B E G I N N E R AT H L E T E
🤗 😰 🤔 😃 🧐

13. “Which sport is right for me?”
M O T I V A T E T O M O V E
I N I T I A L T R I G G E R
Desire to get healthier, discusses
best approach with her friends
G E T M O T I V A T E D
Seeks affirmation that she can
return to sport, imagines ideal self
S T A R T S T O M O V E
Usually low-barrier sport (running),
wearing casual gear she has at home
C O N T I N U E S U N T I L
I N J U R Y
After 2-3 weeks she is into sport,
but is injured from wrong gear

14. “Can you help me achieve my goals?”
I N S P I R E T O A S P O R T
R E S E A R C H E S
I N J U R Y
Learns about technique, proper
gear, alternate sports
I N S P I R E D T O
T R A I N I N G
Disheartened from her running experience, but is
inspired to continue with training (eg HIIT, yoga/studio)
I N S P I R E D O N
O U T F I T
Sees a training outfit she really
likes for her style, inspired to shop

15. “Do these products relate to my goals?”
E D U C A T E O N T H E R I G H T
P R O D U C T S
L E A R N I N G C O R R E C T
G E A R
Beginners will often go to store to
get advice on correct gear & fit
L E A R N I N G L A T E S T
G E A R
If no store nearby, learns digitally
about latest & most relevant gear
R E F I N E S
S E L E C T I O N
Initial sorting toward right products
for her body type + usage needs
S E E K S G U I D A N C E
Struggling to differentiate for her
needs, uses tools to get advice

16. “Is this product right for me”
G I V E C O N F I D E N C E T O
B U Y
E V A L U A T E S
B E N E F I T S
Finding an article she likes, she
evaluates if it truly meets her needs
P E E R A D V I C E
She confirms quality, performance,
fit based on her peers feedback
E N S U R I N G T H E
R I G H T S I Z E
Feeling confident on fit, she assesses
her right size in this product
C O M P L E T I N G T H E
O U T F I T
Perfect sports bra in hand, she gets
studio ready with matching tights

17. “How can I improve my sport performance”
C U L T I V A T E O U R R E L A T I O N S H I P
A F F I R M S
R E L A T I O N S H I P
Feeling supported in her shopping
experience she joins adiclub
S U P P O R T E D
W O R K O U T S
Uses adidas Training app to get
guidance on workouts & plans
S E E K S C O M M U N I T Y
She builds sport confidence through
adiclub & training communities
I M P R O V E S
P E R F O R M A N C E
She upgrades/adds to her training
gear as she improves her game

19. Outcome
Opportunity
Solution
Experiment
O P P O R T U N I T Y M A P P I N G I N F O R M S S H A R E D P O R T F O L I O
Shared understanding of desired outcome
to enable effectiveness & impact on objectives
Which consumer needs, pain-points, desires,
and expectations — if addressed — would drive
our desired outcome?
A solution direction aimed to meet the identified
consumer need, problem, desire, expectation
Gathering insights to form opportunity & solution
hypotheses through ‘Compare & contrast’ decisions.
eg “Which of these ideas look most promising?”
or “Which behaviours can we better understand to
inform solution directions?”
What are you doing & why are you doing it?
Desirable
Feasible
Viable
Discovery at every level is rooted in a defined
consumer problem/opportunity space,
a clear (set of) business objectives,
and relevant technical & content feasibility.
NOTE: Each level of the tree informs the next,
but does not have to be worked in sequence

20. Help her evaluate a bra in detail
S O L U T I O N
Provide consistent, relevant product information across PDPs
E X P E R I M E N T 0 1
Guidance — consistent bra product highlights
on most important benefits from research
E X P E R I M E N T 0 2
E X P E R I M E N T 0 3
E X P E R I M E N T 0 4
E X P E R I M E N T 0 5
N P
S
U X
R E S E A R C H
A N A L Y T I C S
S E C O N D A R Y
R E S E A R C H
S T R A T E G
Y
T O P I C A L
T R E E
W O R K S H O P
T R E E
H M W E N A B L E C O N F I D E N C E

21. DISCOVERY
Consumers shop by purpose, and cannot
easily relate & refine our offering to their
goals
How might we inspire & connect with her
through relatable product offerings?
INSPECTION
Consumers find it difficult to relate
our franchises & models to their
needs
How might we engage her by
showcasing her relevant products in
context?
OPPORTUNI
TIES
Consumer
goals, needs,
challenges
Driving 2025 Own The Game targets with industry leading product wayfinding & experience
Enabling her to find, understand, & decide on her perfect product.
DESIRED
OUTCOME
HER PERFECTONLINE SHOPPING
EXPERIENCE
EVALUATION
Consumers are more open to purchase
when they understand the product
benefits in relation to their needs
How might we best share her most
relevant benefits to provoke desire?
DECISION
Consumers find it difficult to
find the detailed product information
they need, and to understand our
jargon.
How might we share our expertise
consistently, accurately, and in her
language to give her the confidence
to decide?
U P P E R F U N N E L P O R T F O L I O
PRODUCT WAYFINDING
Provide her with effortless findability & intuitive discovery
— bringing her to the most relevant set of products for her needs
PRODUCT EXPERIENCE
Enable her to understand the differences between the most relevant products,
and decide with confidence which one is right for her
OUR GOAL

22. What got us here
Won’t get us there
To get each person into their sport,
we need to understand them as a
person, and offer relevant
experiences for each one
Building 500M meaningful
relationships, powered by
intentional personalisation
DIRECT RELATIONSHIPS SHARED FOCUS EARNING CREDIBILITY
Innovation enabled through shared
goals, understanding & prioritization of
opportunities.
Bringing together diverse perspectives
to execute industry-leading consumer
experiences at scale
Continuously building a more
meaningful relationship by being
consistent, authentic, and relevant
every time we meet her.
Sharing our expertise to help her
discover & use the products she
needs to achieve her goals.

23. JOIN US
VISIT US
careers.adidas-group.com
adidas.nl
UNDERSTAND US
adidas-group.com