ALL DAY APP

Offering Women a Guide for Their Fitness Journey

As part of a major brand reset, adidas set its sights on winning with an emerging segment of Versatile Athletes (VA) - women who were pursuing a healthy and active lifestyle where the sport they were training for was life.  

From boutique fitness brands to studios, a less sport-specific approach to training led to a huge boom in the industry, and adidas recognized the potential in being a part of the Versatile Athletes’ new approach to training. 

Having seen that these athletes made up the majority of digital fitness app and tracker users, to bring the VA onside, the adidas’ Digital Sports team was briefed to build a digital experience that would help adidas win her over. 

Working hand-in-hand with the product team and leveraging extensive market research as well as consumer testing, we firmed up the positioning strategy for new fitness app ALL DAY. We leaned heavily into All Day being the only fitness app that delivered insight and motivation holistically - across movement, nutrition, rest, and mindset. With strong positioning to set the scene All Day debuted in the App Store’s fitness and health category top ten, and won much media acclaim from the likes of Fast Company, Elle, and Women’s Health, to name few.

But most importantly, by providing the VA with a guide that she could rely on to keep all aspects of her fitness journey fresh and fun, adidas demonstrated how the brand can show up for her not just all day, but everyday and ‘for life.’
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Role: Marketing and Comms
Product Positioning: IDEO
Consumer research: Flamingo
Consumer testing: Emily Falk
Refined consumer segmentation: Red Scout