Launch of Digital Concept Store
ADIDAS X
Launch of Digital Concept Store
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adidasx.com was established as the official online concept store for all adidas’ fashion collaborations with avant-garde designers such as Raf Simons, Rick Owens and Tom Dixon. On one hand it supported the commercial effort with cross-selling, on the other hand it helped to curate a wider set of designers pushing the future of sports.
Raf Simons Concept Store
Tom Dixon.
Rick Owens.
Opening Ceremony.
INSIGHT
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The challenge was to bundle adidas’ growing fashion collaborations under one label and to create a branded shopable platform which could drive growth and anchor adidas deeper in the pioneering sports fashion world.
INNOVATION
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We pitched “adidas x” succesfully to become the label for the fashion collaborations. The online concept store was offering a carefully curated and unique selection of collaboration products. The association allowed to merchandise the different designers in one digital gallery space.
IMPACT
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The adidas x label helped to successfully communicate the iconic footwear designs across all channels. The highly acclaimed designers and their creations resulted in top sell-trough results with margins of up to 60%. The collaborations were extended and expanded continuously.