ADIDAS NEWS

Creating a Global Editorial Destination to Set a Brand News Agenda

From retail to comms, adidas has long been known as a leader in digital innovation. However, one place where it was trailing the industry was in Public Relations. Like most companies, adidas had a news site to service the media, but years without central product management and editorial oversight had created for a dated and dilutive user experience in need of a complete redesign.

Leveraging the 5Ds product management framework, we charted the course for the project. We defined clear objectives, scope, and user groups; conducted user research for a deeper discovery of unmet needs and opportunities to prioritize and address as new features; designed the user experience and site layout; developed the site and ultimately deployed it for use globally.

The final product yielded a 300% increase in traffic, halved the bounce rate, and doubled the time spent on site, earning industry recognition with a Silver Digital Impact Award for Best Online Newsroom.
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Role: Product Owner
Brand Design Guidance: Internal Digital Design Team
Design and Development: TheNewsMarket