ADIDAS x DICK'S SPORTING GOODS | consumer insights + positioning

strategic vision

AGENCY | roundhouse

ROLE | research + brand strategy

OVERVIEW

Dick’s Sporting Goods and adidas align under an overlapping perspective on the role of sports in people’s lives. This shared vision gives both brands the opportunity to do right by their consumers, from the retail environment to the community, strengthening the power of sports for consumers everywhere.
Through this strategic vision initiative, we explored five key markets to understand the power of sports in the lives of our consumers.

Customer interviews, shop-alongs and more than a thousand surveys yielded a huge amount of eye-opening data about the audience and the future of consumerism.

OUTPUT |

A unified playbook, synthesizing consumer insights, opportunities, and ultimately defining an actionable strategic vision for 1, 2, and 5 years out.

RESEARCH DESIGN

REPORT

5 — KEY MARKET VISITS

17 — STORE VISITS

15 — CUSTOMER SHOP-ALONGS AND HOME INTERVIEWS

30 — KEY STAKEHOLDER INTERVIEWS

1200 — SURVEY RESPONDENTS

120M — CUSTOMERS ANALYZED THROUGH SOCIAL LISTENING