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Adidas wants to explore what a co-creation experience for apparel/footwear/accessories could be for the next-generation consumer. Through either an interactive in-store or online creation experience, we seek to engage Millennial/Gen Y consumers and lead them to feel like co-creators with our brand.
We have previously experimented with co-creation with a successful sweater?pop-up store in Berlin.?The consumer could get body-scanned, go through an interactive design space with projection of graphics on the person that responded to movement, and select graphics and color for the sweater. ?We knit the sweater in-store and delivered it the next day. ?While the store was temporary, we see it as a glimpse into our retail and manufacturing future!
We are interested in ideas around a co-creation experience for apparel/footwear/accessories that would appeal to Millennial / Gen Y consumers. ?Specifically, please answer the following:
- What product(s) would you be most excited to customize/personalize through co-creation? ?What product details would you want to influence or control?
- How should we implement a co-creation experience in order make your desired personalization/customization possible? Describe in detail how the interaction would take place (in-person, online, an app, etc), what kind of involvement is required from the consumer, etc.
- Why would Millennial/Gen Y consumers find your co-creation process engaging? ?What about the process, and the resulting personalized product(s), would appeal most to them??
We are interested in novel co-creation experiences.? Please avoid the following as we have already explored these topics:
- -miadidas allows users to customize footwear
- -adidas mi zx flux customized sneakers with printed photographs (read even more here!)?
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Submissions will be graded on the following criteria:
- Broad Consumer Appeal
- Newness
- Simplicity with Scalability
Top 10% share $1,000 | Next 15% share $400 | Next 25% share $200 |
$71.40 |
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Alexy Cardenas University of Central Florida | |
$71.40 |
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Matthew Gaiser Queen's University | |
$71.40 |
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Jessica Li New York University | |
$71.40 |
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Jessica Somers Middlesex University | |
$71.40 |
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Ashleigh Genus Binghamton University, SUNY | |
$71.40 |
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Paula Judkowiak Baruch College | |
$71.40 |
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Chloé Walton Full Sail University | |
$71.40 |
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Mario Iglesias Universidad Santo tomas | |
$71.40 |
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Sandy Spitale LSUS | |
$71.40 |
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Matthew Sink University of Central Florida | |
$71.40 |
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Lexi Brandt University of Notre Dame | |
$71.40 |
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Samantha Thompson Brock University | |
$71.40 |
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Ben Brown University of Waterloo | |
$71.40 |
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ajt327 Drexel University | |
$21.10 |
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Antoinette Bonenberger LSU-S | |