adidas required an online editorial destination for journalists, to equip them with the tools to understand what the brand is up to and why.

Our aim was to create an immersive ‘in the moment experience' that offers content to media users - fast.

Setting the media up with such an experience allows adidas to set the record with a sense of prioritisation and accuracy, ultimately delivering on the broader ambition of credibly landing the brand as a leader of sports culture.

The new news.adidas.com site replaces the previous online media centre and incorporates high-level design and functionality enhancements, as well as new features.

These include:

• Responsive web design to implement a new user interface; crafted to improve user

experience across a wide array of browser widths and device types

• Reorganisation of the site’s information architecture to focus on the ‘in the moment’

stories, product franchises, technologies and partners that matter, in a more impactful

way - e.g. the homepage is designed to visually hero content to communicate

importance and hierarchy in the editorial agenda, and capture what is happening right

now

• Introduction of a new immersive story layout, tags and categories to organise and

present content in a way that is helpful and very easy for the media to use

• Improved navigation - the burger menu makes search a lot easier for users, and each

brand and sport has its own landing page

• Advanced search functionality, with the ability to associate products at each brand and

category level

• Media delivery - a new media player was introduced with the ability to switch between

view and gallery mode, and content is downloadable in a swift one-click experience.

These design developments streamline the steps for the media to get the assets they

need to cover the stories they want to produce. Journalists can also opt-in to receive

browser notifications and personalised email alerts

• Promoting stories on the site via a more powerful subscribe functionality, as well as

publishing content to Apple News

The site boasts a 200% increase in quality traffic and 250% increase in content engagement, compared to the previous media centre.

Project timeline - six months implementation from design sign-off to go live.