Evergreen Football
2024
Client | Adidas
Project scope: Project Scoping, Stakeholder Management, Concept Development, Production Supervision, Shoot attendance, Post-Production, Asset Delivery
Channels: e-com, in-app, CRM
Adidas e-commerce faced challenges with high return rates, primarily due to customers returning incorrectly sized boots over product tiering confusion. Additionally, we observed that while women were key customers for football products, their representation on the e-commerce platform was insufficient compared to their male counterparts
Through a strategic cross-functional collaboration, we undertook a comprehensive redesign of the user journey for both the e-commerce platform and mobile application. This initiative aimed to enhance clarity around pricing tiers within Adidas boot offerings by highlighting the different player levels. Furthermore, we ensured engagement in our female consumer segment by featuring content with female players.
We created long-lasting educational content (videos + stills) that goes beyond key campaign moments by showcasing football players performing training tricks at 3 different levels: advanced, intermediate and beginner.
The goal? To guide every player to their ideal pair of boots, whether they are shopping for themselves, their kids, or someone else. From Copa to Predator to F50, we highlighted what makes each franchise unique at different price points.
The Levels.
For the advanced, Elite and F50+ have the same specs as those worn by top athletes.
For intermediate, the League boots have tech to benefit improving players, and the Pro has even more features for an extra edge.
For beginners, the Club and Essentials boots have all the basics to get started.
You can choose F50 for speed and agility, Predator for goalscoring and precision, while the Copa is designed for ball connection and an unmatched level of control and comfort.
Team
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Helen King
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Charlon de Graav
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Siddhartha Guha
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Craig Melton
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Mafalda Oliveira Loureiro
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Mareike Groth & Matthias Conrad
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Hawai Films
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Jane Stockdale
