ui/ux
ADIDAS MOTORSPORT DIGITAL CAMPAIGN TOOLKITS
Launching in Spring/Summer 2025, the Mercedes AMG Formula 1 team sponsorship marked adidas' first foray into motorsports. This created an exciting opportunity to present not only the adidas x motorsports story but also the many new teamwear, fanwear and other merch ranges across adidas' digital platforms. Working through attitude, I collaborated closely with stakeholders and led the creation of the digital dotcom toolkit, designing a wide range of digital components across multiple touchpoints.
The campaign followed a staggered rollout approach, beginning with selective teasers and imagery before gradually expanding deeper across the adidas ecosystem. Through small storytelling moments released over time, the campaign built intrigue, educated consumers, and introduced the world of adidas Motorsports piece by piece.
As the seasons progressed, the drops and ranges expanded and broadened. The digital campaign needs were vast — spanning banners, teasers, storytelling components, interactive educational tools, and more. The entire digital toolkit needed to feel visually consistent while guiding users through a clear journey to better understand each range, what it represented, and the products on offer.
SS26 marked another exciting step in the adidas Motorsports journey: the launch of the Audi Revolut F1 Team sponsorship, expanding the growing roster of teams within the category. The challenge across the digital user journey was introducing a new team and campaign look, while still ensuring the overall adidas Motorsports story felt unified and connected.
As part of a new digital toolkit, we created introduction-phase components that evolved into launch-phase storytelling assets as the campaign rolled out. The category landing page became a crucial touchpoint — representing everything adidas Motorsports had to offer. To help users navigate the growing category, we introduced an interactive team picker that dynamically influenced the components and content shown throughout the page, creating a more guided and personalised experience.
The Audi campaign was just as vast as the Mercedes one, running alongside it throughout the season. Unsurprisingly, the overall adidas Motorsports digital toolkit for SS26 became a substantial and wide-ranging body of work.
The Audi campaign alone included multiple drops and evolving ranges across the season, reflected in the many drop card and drop detail page components created for the adidas app. Beyond that, the campaign extended across all dotcom and CRM touchpoints, requiring a consistent and scalable digital system across channels.
