ui/ux
2023 WOMEN'S WORLD CUP ADIDAS APP HUB
As a primary sponsor of the 2023 Women's World Cup, and with many adidas' sponsored national teams competing, adidas wanted to make a big impact in their app. In order to do this, adidas engaged with us to create an app hub: a multifaceted special portal where the user journey could continue in many different directions whilst linking back to the main WWC root 'hub'. The whole WWC app hub should tell many diverse stories but have a consistent look and feel.
The full scope of the 2023 WWC app hub was not initially known, and developed a lot over the course of the project as more player stories, fan stories, team stories and product stories were added leading up to and during the World Cup.
As the app hub became more complex with each new page and story coming in, a working Figma prototype was necessary to be shared with each stakeholder and kept up to date: to visualise the reality of the hub and ensure each story was being told in the right place at the right time.
The final WWC app hub enabled users to fully absorb themselves in World Cup fever, and set a precedent for future football in-app activations and storytelling. Moreover, it was successful in two of adidas' primary marketing objectives: focus on women, and focus on app.
Complimentary to the app hub focus, was a complete dotcom WWC campaign across all touchpoints: Homepage, Category Landing Page, Gender landing page, CRM, app, and more. It featured similar per-country splits and product launches, and some of the storytelling devices features within the app hub.
