Adidas Originals, while deeply rooted in streetwear and cultural expression, lacks clear distinction from the main Adidas brand on digital platforms. This creates confusion for users and weakens brand storytelling. Through service design methods, I explored how a more expressive, immersive Originals pres ence could be embedded into the digital Adidas experience.
How Might we use Service design to improve the discoverabiliyt and emotional enagement of Adidas Originals on the main Adidas Platform - creating a more distinct, immersive and culturally authentic brand experience?
A reimagined Adidas Originals brand experience that integrates an interactive, storytelling-led trainer selection journey into the Adidas website. By incorporating immersive digital elements (using Unreal Engine), cultural narratives, and user-personalised discovery, the solution transforms product browsing into a culturally rich brand interaction.
