The Style of Curating Sport + Fashion Narrative for adidas

*Exterior of adidas Sportwear Collective stores*

adidas Sportswear Collective is for those who merge sport + fashion to curate their unique style.

The Sportwear Collective Narrative

Sport style isn't just for the field anymore. It's become a part of everyday fashion, with consumers taking cues from both styles-mix and matching-to express their unique style. As the original creator brand, adidas is uniquely positioned to deliver on current brand directives and create an open-source shopping experience to become a true lifestyle partner for the target consumer.

Sportswear Collective is for those who merge fitness with fashion, risk-takers who mix and match across sports and gender to curate their unique individual style. Created for the Rebellious Optimist, Sportswear Collective always sees sport through the modern lens of fashion. The product is styled and layered to create original combinations that showcase the product and reflect the consumer's creativity and passions. Coming together to create, not just in sports but through the clothes we wear on and off the field.

As Global Senior Retail Design Director for adidas, the Greater China, Asia Pacific (APAC) team asked me to lead the direction for a new evolution of their Sportswear Collective concept to compete with the H&M and Zara consumers and leverage its multi-brand offering, which included adidas Sportwear, Originals, adidasneo, and Stella product. The original Sportwear Collective was a variation of several brand concepts sharing space and did not position itself as a unique retail destination concept.

I spent time with the China headquarters teams to leverage specific insight on the APAC fashion consumer, including touring the market and its competitive landscape and interviewing consumers to understand their perspective on culture, style, trends, products, desires, and aspirations.

Much like we did for the FTWR Supply concept, I worked with my talented team to put together a narrative outlining this concept which included creative direction, and strategy for store design, visual merchanding, marketing, signage, digital, and partnerships, all through the lens of a "Curator." Along with narrative and direction, we created 3D renders of the space while collaborating with store design and visual merchandising on the overall concept, which included materials and finishes, new fixtures, footwear walls, environmental graphics, art, digital integrations, and signage.

The Sportswear Collective has proven to be one of APACS' most successful concepts.