In creating a website for Adidas’s first dedicated women’s brand, we were asked to investigate women’s emotional associations with Adidas and to ensure that the site could evolve as new ranges were added.

Focus groups demonstrated that women believe time spent online could be better spent exercising, and that they demand information on fabric performance, wearability and style. In response, we commissioned a sportswoman copywriter to create inspirational copy for women of all abilities and art-directed descriptive action photography (the photos currently enhance Adidas’s offline campaigns). In addition to the core Inline brand, the website showcases Stella McCartney’s new designs for Adidas.