Creation Enabled: an innovation strategy to win in the creator economy
2 strategic designers (me + Asya Arabadzhiska)
2 researchers
1 commercial strategist
1 product lead
Many cross-functional collaborators
January-November 2022
Digital Strategy, Business Design
An internal diagnostic identified the creator economy as a value driver for the company. The strategic design team took initiative in driving this exploration and deliver actionable plans and concepts to carve the future of adidas in this growing space. Consumers online and offline had started gathering to create with/in our bounds and it was obvious that the effects of covid and platform growth couldn’t be ignored.
We identified & validated a number of innovative business concepts to unlock the potential of adidas in the creator economy within sport, lifestyle & sustainability. To get there, we conducted qualitative and quantitative research incl. consumer and expert interviews, trend and foresight analysis and desk research market sizing; workshop design and facilitation; opportunity space mapping; new business concepting and C-level engagement.
The final business concepts generated value in layered dimensions. The project also helped stakeholders think about the future in a more creative manner and feel entitled to build the next on the now. To quantify the impact on such a long-term place project, we focused on how much we had changed mindsets. For instance, asessing C-level acknowledgment of creator economy projections and awareness on the need to build resilience for future trends and establishing Strategic Design as an growth-focused practice.
A DELIGHTFUL EXPERIENCE FOR MEMBERS IN RETAIL
Service Design, Experience Strategy
TELLING THE STORY OF SUSTAINABLE INVESTING WITH PEAKS
Communications Strategy
DEVELOPING NEW MODELS TAPPING INTO THE CREATOR ECONOMY FOR ADIDAS
Digital Strategy, Innovation Management
RURAL FUTURES AND PARTICIPATORY POLICY IN RURAL SPAIN
Policy Design, Social Impact
YOUNG CREATIVES COURSE FOR TEENS IN AMSTERDAM
Social Impact
