adidas flagship store
Client adidas
Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
Customers want to feel inspired and excited when they’re shopping for footwear, especially in categories with lots of choice. They also want relevant, benefits-led product descriptions to help them navigate technical details and make their purchase decisions.
But adidas, like a lot of sports and fashion brands, didn’t see Amazon as a destination for high-end ecomm.
So we created the Adidas Flagship Store, an innovative scrolly-telling experience that combines lifestyle video, 360-degree animation and slick UX/UI design and copy to give customers a best-in-class way to browse and buy footwear. The Flagship Store focuses on bringing Adidas’ product messages to life in a way that reflects their creative and design-led brand identity.
It represents a step on for how we can showcase apparel on the Amazon brand store - and pushes the boundaries of the type of content we can create for our advertisers.
Create the first-ever custom experience for Adidas footwear on Amazon in the EU.
The response
My role
Defining the flagship store strategic proposition by identifying and solving for a gap for customers and advertisers in the Amazon ecomm experience.
Leading the development of a working prototype to convince advertisers of the possibilities.
Creative directing the adidas flagship store, from strategic pitch to delivery of the final experience and supporting media campaign.
Scaling the project into a programme that can be sold in by Amazon Ads sales teams as part of global advertising agreements.
The results
Landing page visits: 452,701 Vs benchmark of 100K
TROAS: 26.5 Vs flagship benchmark of 3-5
New to Brand: 51% Vs flagship benchmarks of 35%
Dwell Time: EU5 Avg = 50 secs Vs benchmark of 18-19 secs
Brand Store impact post FS launch: MoM +101% lift in Brand Store views
Retail Sales impact: +76% MoM increase in PCOGs retail sales on ASINs featured in Flagship Store.
Scaling the solution
Since the adidas launch in 2023, the flagship store approach has been scaled to Levi’s, G-Star and Calvin Klein.
