Client Value 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.
Recently, Adidas identified an opportunity to enhance its market leadership by
improving its digital capabilities and streamlining organizational processes.
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 fostering 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.”
Demelza BricklebankSenior Director of Business Transformation, Marketing Communications at Adidas
Solution and Implementation
The strategic transformation from the Structure and Technology (S+T) model to the Structure and Innovation (S+I) model began with an in-depth assessment of the existing framework. Leadership workshops and team member interviews provided key insights and highlighted the need for cultural and operational shifts. As a result, a new innovation-focused model was developed, breaking down the traditional silos that separated technology and innovation.
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 embracing innovation and agility, Adidas effectively addressed its operational challenges and laid a foundation for ongoing success. The integration of structure with innovation positions Adidas to maintain its legacy of sporting excellence while also cementing its status as a visionary leader driving the sportswear industry forward.
This Adidas story reflects strategic foresight, bold leadership, and innovative execution, demonstrating how traditional businesses can successfully adapt to the 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.”
Rabbiya Hussain
Vice President Global Strategy, Business Transformation & Innovation at Adidas
