During my time at Shikatani Lacroix Design (SLD), I led the digital strategy and digital experience design for adidas Golf. This engagement came about from an industry innovation event I was invited to help organize Digital Trends Showcase. The event took place at the Steam Whistle Brewery in downtown Toronto. As part of this event we needed o secure a large brand's participation. Thanks to a relationship I had established while working at St. Joseph Communications with a senior executive member of adidas we secured their participation in the event. After a hugely successful show I reached out to my contact to offer digital experiences to help elevate adidas golf areas at adidas retail stores and some re-seller stores like Golf Town, Sportcheck, and pro shops at various golf courses across the country. Working collaboratively with LG, Dot2Dot Communications and one of our senior retail designers at SLD I led the design of this experience and all of the content creation contained.
adidas golf has a mission to “Create the Best Performing Golf Products in the World,”. Integrating digital experiences at the point of purchase was key to communicating this objective, and assisting customers in choosing the best footwear to elevate their game. The digital experiences engaged and retained customers, and allowed adidas to stand out from the competition in their re-seller network.
adidas golf has a mission to “Create the Best Performing Golf Products in the World,”. Integrating digital experiences at the point of purchase was key to communicating this objective, and assisting customers in choosing the best footwear to elevate their game. The digital experiences engaged and retained customers, and allowed adidas to stand out from the competition in their re-seller network.
The digital experience strategy I led began with establishing clear brand and business objectives. These included the desire to gain a stronger shelf presence, and excite customers through digital technology that delivered rich story telling. The experience had to increase brand affinity and lift sales.
Digital signage content attracted golf enthusiasts to the displays to learn about the different shoes offered. The goal was to showcase the innovation adidas implements in its footwear to elevate performance.
NFC chips where integrated into the footwear allowing customers to trigger content specific to the shoe they lifted. Upon lifting 2 shoes it provided a side by side comparison on screen. This allowed customers to shop the way they normally would but delivered an engaging interactive experience.
To view the full case study visit: www.sld.com/blog/our-work/adidas-golf/