A Sneaker Collector Retail Narrative for adidas

adidas FTWR Supply a One-Stop Shop for New Sneakerheads.

FTWR Supply, an adidas retail concept store (aka Sneaker Collect in specific markets), is a one-stop shop for new sneakerheads. A destination store where they come to up their collection and knowledge. Product stories of process, history, and tech are shared through the lens of the FTWR Supply consumer-playing to the edges of adidas as the creator sports brand. Art, fashion, and music connect the adidas brand story through collector culture, their influences, and the local community. The FTWR Supply consumer's rebellious attitude is built into the narrative-never taking itself too seriously and willing to break a few rules to stand out from the crowd.

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 Footwear Supply concept that was struggling to compete with Nike's Kicks Lounge. At this point, APAC was the primary focus for Adidas, and APAC was the most revolutionary market for retail, where consumers were looking for the most engaging experiences to connect with brands. The original FTWR Supply concept was a moderation of the Stadium Flagship concept that could have resonated better with the APAC market as it came from a western stadium aesthetic with grey concrete and industrial materials.

We focused on the consumer first, leveraged specific insight on the APAC Sneakerhead consumer, and developed a keen understanding of their perspective on culture, product, trends, desires, and aspirations. I spent a lot of time with the China headquarters team touring the market to understand the consumer, the retail rollout challenges, and its competitive market.

I put together a talented creative team, and for four weeks straight, we put together a narrative outlining the concept and creative direction, and strategy for store design, visual merchanding, marketing, signage, customization, and collaboration, all through the lens of a "Footwear Collector." We also created 3D store concept renders in alignment with store design for journey layout, new fixtures, materials, art, lighting, and digital signage to show how the narrative came across at all touchpoints within the retail experience.

The concept rolled several stores daily throughout APAC and has been one of the most successful concepts for the market.