Project Overview: adidas Confirmed Mobile App
Pioneered mobile sneaker reservations: Led UX design and product strategy for the first app to allow users to reserve and purchase limited-edition sneakers (Adidas x Yeezy) directly from their phones, eliminating lines and creating a more equitable buying experience.
Owned the user experience: As UX lead, I conducted user research, designed intuitive interfaces, and collaborated with developers to deliver a seamless and engaging mobile app experience.
Drove product launch and adoption: Defined features, launched the app with 5,000 pairs available in NYC across 6 retailers, and trained staff at adidas, Footlocker, and Champs.
Achieved massive success: The app generated significant buzz and exceeded expectations, setting a new industry standard for direct-to-consumer sneaker releases.
Project Overview: Into The Metaverse
Led adidas's foray into Web3: Spearheaded the strategy and execution for adidas's first large-scale NFT mint, "Into the Metaverse," featuring 30,000 NFTs and collaborations with leading Web3 partners like BAYC (Bored Ape Yacht Club), Pixel Vault, GMoney and Punks Comic.
Drove significant revenue generation: Oversaw all aspects of the project, from team management and partnership negotiation to P&L management, resulting in over $24 million in revenue from the NFT mint.
Established adidas as a Web3 leader: Successfully launched adidas into the Web3 space, securing top-tier partnerships and establishing the brand as an innovator in the metaverse.
LINKS: News adidas | Industry Coverage | Youtube
Project Overview: AR Collector’s Closet
Augmented Realty Experiment: This AR experience brought the sneaker collection of Jon Wexler (former head of adidas Entertainment Marketing) to life. We scanned Jon’s personal collection, designed his “virtual closet” and created multimedia content connecting fans to the stories and history behind each piece.
My Role: Creative direction, technology assessment, content creation, and leadership communications.
Impact: Successfully demonstrated the potential of AR to enhance product experiences. Project technology directly influenced the launch of footwear virtual try-on in the adidas app.
Project Overview:
Virtual Showroom (adidas, Kohl's & Dick’s Sporting Goods)
Transformed wholesale buying: Led the strategy and production of a 3D virtual showroom, allowing adidas merchants to collaborate with Kohl's and Dick's Sporting Goods buyers in VR to preview and merchandise future products.
Increased efficiency and engagement: This innovative approach replaced traditional physical showrooms, increasing engagement between retail and sales teams, leading to larger pre-orders and streamlined buying processes.
Drove enterprise adoption: The successful proof of concept was adopted by the adidas Global Sales Solutions team, demonstrating the value of VR for wholesale collaboration and driving its integration into an enterprise solution.
LINKS: HTC Case Study| Youtube
Project Overview: Augmented Reality (AR) Apparel
Elevated product storytelling with AR: Led the strategy and partnership with Snapchat to integrate their Camera Kit API into the Adidas app. This enabled bespoke AR experiences within the app, allowing users to engage with products through interactive filters triggered from t-shirt graphics.
Drove higher conversion rates: By bringing AR experiences in-house, we enhanced product storytelling, increased user engagement, and ultimately drove higher conversion rates compared to sending traffic to external social networks.
Pioneered an innovative model: This successful integration of the Snap SDK and internal content creation established a new model for leveraging AR technology within the adidas app, showcasing the power of immersive experiences for product marketing.
LINKS: AR t-shirt | AR Into The Metaverse Apparel
Project Overview: Bitmoji Virtual Goods
Launched Bitmoji's first paid digital apparel collection: Spearheaded the strategy, team management, and partnership negotiations to bring the first-ever paid digital apparel drop to Bitmoji avatars. This involved securing favorable contract terms and coordinating efforts across multiple teams.
Generated significant revenue in a limited timeframe: Despite being available for only 48 hours, the exclusive drop generated over $24,000 in revenue, demonstrating the strong demand for digital fashion and personalized avatar customization.
Established a new revenue stream for Bitmoji: This project successfully validated the concept of monetizing digital fashion within the Bitmoji platform, opening up new opportunities for revenue generation and brand partnerships.
LINKS: Snapchat News | Techcrunch
Patent: adidas Confirmed
adidas Confirmed: Developed and patented a geo-targeted online reservation system that ensures the authenticity of user devices, enhancing security and preventing fraudulent activity during limited-edition product releases. This technology contributed significantly to the success of the adidas Confirmed app.
LINKS: Patent | Nice Kicks
Patent: processing digital assets and physical products
Metaverse NFT: Developed and patented a system for interconnecting digital assets (like NFTs) and related physical products within an enterprise network. This system dynamically updates digital assets based on real-world interactions and conditions, enabling seamless cross-system functionality and enhancing the connection between physical and digital realms.
LINKS: Patent