CASE STUDY
adidas OUTDOOR
The project enables a unique ability to formulate one message, and tell our consumers one story whilst embedding all the communication elements that trigger different segments
Annie MelnicHead of Consumer Insights for adidas OUTDOOR 
adidas OUTDOOR
As the sportswear giant’s fastest growing business unit, they are on a path to build brand equity through understanding how to better connect with their consumers and fuel their outdoor experience.
Objective:
- To understand what the urban outdoor consumers’ emotion towards outdoor activities are and define their needs for sports apparel and accessories.
- To create an all-encompassing messaging strategy.
Solution:
We provided deep insights into the urban outdoor consumers and developed distinct psychographic profiles, allowing for adidas to understand not only their consumers’ functional needs but also their emotions towards product specifications and communication styles.
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