Beginning of 2024 the new strategy for the adidas confirmed app was announced - going away from a sneaker head and hype platform towards a premium online shop with a boutique feeling.
This meant a broader assortment, new product mechanics, and a more elevated brand positioning.Our existing shop architecture, however, was built for limited drops, not for curated, growing collections. What followed became one complex projects - touching strategy, UX, UI, backend architecture, market customization, and checkout logic.