Adidas Loyalty Program Launch
Architecting Adidas's first global CRM loyalty ecosystem, unifying complex product categories and community events into an intuitive mobile experience.
Adidas HQ
UX Research, UI Design & Cross-Functional Strategy
Mobile App UI Design & CRM Experience Framework
Internal CRM Alignment & Comprehensive Journey Mapping
Overview
To establish Adidas's first-ever global customer loyalty program, we partnered directly with Adidas Headquarters to design a unified digital ecosystem. The ambition was to consolidate diverse sub-brands, vast product lines, and offline community initiatives—such as global running clubs and futsal tournaments—into a singular, rewarding customer experience. Operating directly under the Brand Management umbrella, our team spearheaded cross-departmental alignment to bridge the gap between creative brand vision, complex IT infrastructure, and data-driven CRM algorithms. Although corporate strategic shifts ultimately halted the public rollout right before release, the initiative successfully established foundational customer journey frameworks across Adidas HQ.
The Challenge
Designing a universal loyalty program for a global athletic giant presented immense organizational and algorithmic complexity. Beyond managing a vast matrix of product categories, we needed to synthesize data from disparate offline brand activations—like local sports tournaments and community runs. Structuring this overwhelming volume of information into a cohesive loyalty algorithm required navigating heavy internal stakeholder silos, particularly between brand marketing and legacy IT divisions.
The Solution
We established a dedicated cross-functional task force capable of communicating across all sub-brands within Adidas. To overcome technical misalignment and buy-in hurdles with the IT department, we developed tailored presentation decks and functional interactive prototypes that clearly demonstrated the end-user value. By visualizing abstract CRM mechanics through concrete mobile UI screens, we guided the product to its final pre-release stage.
What We Delivered
Comprehensive UX Research
User experience research mapping complex customer behaviors across product purchases, running clubs, and athletic events.
Mobile App UI Design
Intuitive mobile interface design translating complex loyalty algorithms into a seamless, engaging consumer experience.
Cross-Brand CRM Framework
A unified loyalty mechanics architecture designed to consolidate multi-category brand communications and customer rewards.
Key Learnings
Although the project was shelved due to executive restructuring, it served as an invaluable masterclass in enterprise product development and organizational anti-patterns. Navigating textbook product pitfalls within a non-tech-native corporate giant revealed critical lessons in change management and software strategy. Experiencing these real-world failure modes firsthand provided deep, practical insights into avoiding common organizational missteps when building large-scale digital products.
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