Adidas Outdoor Redesign Concept
Role
UX, Visual Design & Prototyping
Prospective Client
Adidas Outdoor (Shift7 Digital, formerly Siteworx)
Year
2016
Shift7 Digital was pitching to redesign the web presence of Adidas Outdoor — a lesser-known unit under their recognizable parent brand, open to bold new branding and digital direction. As part of the pitch, three designers each built a competing visual concept. I led one of them, from mood boarding through a working interactive prototype.
Impact
Designed one of three concepts presented in the pitch, spanning brand direction, information architecture, and an interactive landing page prototype.
Took the concept furthest into interaction: an animated "add to cart" flow that turned static marketing images into functional shopping components.
The Direction
The Adidas parent brand is well known; this specific apparel line wasn't — which gave us real room to propose new territory. After a few rounds of mood boarding, I narrowed toward dramatic athletic imagery, sweeping landscapes, bright color, and interactive elements that could turn catalog-style photography into functional shopping tools.
Mood board iterations.
Structuring the Site
Site categorization mattered as much as visual style. I explored structures ranging from many specific top-level categories down to just a few sweeping ones — each version changing how a user would browse versus search.
I landed on three core activities as the primary nav, with an option to view more, plus gender and age as a secondary filter. Each top-level category opened into a mega-nav for drilling into specific items, with space reserved for a targeted promo — balancing fast browsing for confident shoppers against guided discovery for everyone else.
Initial site architecture concepts — early explorations ranging from broad to specific.
Final site architecture — three activities up front, mega-nav for depth.
Landing and Product Detail Page Mockups
The pitch called for two key screens: a landing page and a product detail page, both designed to pull in user-generated content like social posts and product reviews alongside standard product info.
Landing page mockup.
Landing page and product detail page mockups.
Product detail page mockup.
From Static to Interactive
I pushed the landing page concept further with a working prototype: hovering a "+" icon on a lifestyle image reveals add-to-cart controls directly, letting a shopper set specs and buy without ever leaving the marketing page — or click through to full product detail if they want more.
Add to cart animation.