Client Story
Adidas: Leading Innovation Through Digital Transformation
Empowering Agility and Innovation to Redefine the Future of Sportswear
Opportunity/Challenge
In the global sportswear industry, Adidas stands out not only for its iconic three stripes but also for its commitment to innovation and operational excellence.
In partnership with Nikoleta & Associates, Adidas decided to transform its organizational design from a structure primarily focused on technology (Structure and Technology, or S+T) to one that integrates structure with innovation (Structure and Innovation, or S+I). This shift was crucial for supporting continuous innovation, enhancing operational agility, and improving responsiveness to market trends.
The existing technology-focused structure, while beneficial, was not agile enough to foster ongoing innovation or adapt quickly to market changes. Nikoleta & Associates led Adidas’s transition from a technology-focused to innovation-focused structure through a multi-faceted digital strategy that positioned Adidas to not only participate in the digital conversation but lead it. This transformation involved adopting new methodologies and reimagining how Adidas operates.
The goal was to create an ecosystem where innovation is not siloed but a shared responsibility, permeating every aspect of the business. This required reconfiguring team structures to be more cross-functional, promoting open communication, and fostering a mindset where experimentation is encouraged, and insights are quickly turned into action.
By adopting a more agile and innovative framework, Adidas could not only face the challenges of the digital age but redefine them, turning potential obstacles into growth opportunities. This shift toward a more responsive, innovative, and agile operational model solidifies Adidas’s position as a leader in both sportswear and the digital space.
“Nikoleta & Associates went above and beyond—the rapid progress was greatly appreciated given our business challenges and the areas where we needed immediate traction.”
Solution and Implementation
Adidas began the shift from Structure and Technology (S+T) to Structure and Innovation (S+I) with an in-depth assessment of the existing model.
Leadership workshops and team member interviews surfaced the cultural and operational shifts needed. The resulting innovation-focused model brought technology and innovation into closer connection, breaking down the traditional silos between them.
Adidas implemented this model through a phased approach, leveraging the Digital Business Transformation (DBT) Strategy 2025 to enhance team capabilities, build momentum, and develop strategic thinking.
Key indicators of success were closely monitored throughout the transformation process, focusing on strategic organizational design, organizational assessments, post-workshop coaching, restructuring readiness, and leadership transition guidance.
Initiatives like the Horizontal Workshop Playbook were critical to this phase, enabling cross-functional collaboration and leadership alignment with the new structure and innovation model. Innovation leads within Adidas played a vital role, ensuring that creative processes aligned with the company’s strategic goals.
This dynamic was supported by rapid feedback loops and advanced digital collaboration tools, accelerating innovation across the organization. Ideas could now be developed, evaluated, and iterated with unprecedented speed.
The transformation was also supported by extensive training programs designed to elevate the digital competency and innovative thinking of Adidas’s global workforce. These programs equipped employees with the necessary skills and mindset to thrive in a workplace that prioritizes flexibility, creativity, and rapid adaptation to new trends and technologies.
The Digital Business Transformation (DBT) 2025 strategy provided a roadmap for continuous improvement in Adidas’s innovative capacity.
Results and Future Outlook
By connecting structure with innovation, Adidas built a more agile foundation for continued growth and market leadership.
The shift strengthened Adidas’s ability to respond to operational needs while sustaining its legacy of sporting excellence and its role as a forward-looking leader in the sportswear industry.
This Adidas story reflects strategic foresight, bold leadership, and innovative implementation, demonstrating how established businesses can adapt successfully to a rapidly evolving digital landscape.
“Nikoleta & Associates involvement went beyond traditional consulting. They acted as a strategic proxy, guiding and shaping our team dynamics and strategy, allowing us to focus on broader business challenges. Their partnership provided invaluable leadership support.”
Client story
Leading innovation through digital transformation
Empowering agility and innovation to redefine the future of sportswear.
The transformation
Building an operating model where innovation could move through the business.
adidas identified an opportunity to strengthen market leadership by advancing its digital capabilities and streamlining how the organization worked.
Together, adidas and Nikoleta & Associates reframed the operating model from Structure + Technology (S+T) to Structure + Innovation (S+I)—connecting organization design, leadership, capability, and ways of working around innovation as a shared responsibility.
From structure + technology to structure + innovation
The technology-focused structure supported the business. The next evolution called for greater agility, continuous innovation, and stronger responsiveness to changing market conditions.
Digital Business Transformation
DBT Strategy 2025 provided a phased horizon for building capability, momentum, and strategic thinking across the transformation.
Assessment + insight
Leadership workshops and team member interviews surfaced the cultural and operational shifts needed to connect teams around the new model.
Faster learning loops
Digital collaboration tools and feedback loops helped ideas move from insight to evaluation and iteration with greater speed.
Leadership around the model
Innovation leads and leaders connected creative processes, strategic priorities, and the conditions required for the model to hold.
Building capability through practice
The Horizontal Workshop Playbook, coaching, readiness guidance, and training translated the new design into everyday practice.
Innovation embedded across the organization
Clearer cross-functional relationships, stronger digital capability, and a roadmap for continuous improvement supported innovation as a shared responsibility.
Results + future outlook
What this made possible.
Integrating structure with innovation created stronger conditions for adidas to respond, learn, and build on ideas across the organization.
A more responsive operating model
Faster idea development and learning loops
Stronger cross-functional leadership alignment
Continuous digital capability building
By strengthening agility and innovation together, adidas established a foundation for ongoing progress. The S+I model supported sporting excellence while expanding the organization’s capacity to lead in an evolving digital landscape.
The work brought strategic foresight, leadership support, organization design, and practical activation into one connected transformation—helping innovation move beyond a dedicated function and into the way the organization works.
“Nikoleta & Associates went above and beyond—the rapid progress was greatly appreciated given our business challenges and the areas where we needed immediate traction.”
Demelza BricklebankSenior Director of Business Transformation, Marketing Communications at adidas“Nikoleta & Associates’ involvement went beyond traditional consulting. They acted as a strategic proxy, guiding and shaping our team dynamics and strategy.”
Rabbiya HussainVice President, Global Strategy, Business Transformation & Innovation at adidas