SITUATION
Sneakerheads struggled to find trusted, up-to-date info on Adidas product drops—especially creators and amplifiers, two of Adidas’ key personas. User research confirmed this as a critical gap, leading to the launch of the “Be the Source” project.
MY ROLE
As Interim Senior UX Designer, my goal was to help users easily discover upcoming Adidas drops and position the brand as the trusted source for release info—especially for high-demand Hype and Flash shoes.
ACTION
We conducted user research and uncovered that Hype shoes require sign-ups for release events, while Flash shoes are available for direct purchase without prior sign-up. Both sell out quickly and are highly sought after.
To address this, I designed a dedicated landing page on adidas.com to showcase upcoming and popular releases, clearly distinguishing between Hype and Flash. Additionally, I introduced a unified “sign up” button to streamline the release experience and ensure consistency across the site.
Result
What we achieved
🚀
The project led to the creation of a new strategic direction for Adidas product launches, positioning the brand as the primary source for sneaker drops.
🌟
It also elevated the role of user insights in Adidas’ decision-making processes, fostering a culture that values outside-in thinking and amplifying the voice of the user within the organization.