Connecting Brand Relationships with the Consumer through the Art of Storytelling at Retail

adidas Storytelling and Guidelines for Retail

One of the main objectives for leadership at adidas was to implement a storytelling strategy for retail that focused on the consumer journey, giving clear direction and guidance on a shared approach that resonates and drives connected brand relationships with the consumer.

I led the development of the strategy and guidelines to lay the foundation for categories and brand marketing teams to have a consistent brand voice with the right message at the right place at every touchpoint throughout the journey online and at retail. The Concepts to Consumers teams implemented workshops with critical multi-disciplinary teams and continue to do so today, resulting in holistic adidas brand retail experiences.

Below are a few slides from the comprehensive strategy and guidelines deck.