Insight
Customers want control. They’re not interested in buying products. They want vehicles for self-expression. Freedom of choice. The best quality and perfect fit for their unique tastes and preferences.
Idea
Mi adidas empowers customers with the ability to create their own, unique adidas shoes from a select group of products found within the mi Performance, mi Originals and mi Team categories.
Impact
Leveraging our heritage in personalization, Critical Mass has helped to shape the mi adidas experience, including the miadidas.com product customization ecommerce site, interactive kiosks and an ongoing mi adidas activation strategy.