I find that telling a story is one of the best ways to convey a message. In this post, I would like to tell you a story about how we, the Usability Engineering team at the adidas Group, are making a difference. As usability engineers we ensure consumers and employees enjoy the digital products we create at CoEA Centre of Excellence (CoE) refers to a group of people, a department or a facility which is associated with new technologies, business concepts or a team with a clear focus on particular areas of research. Marketing Global IT. Digital products refer to complex corporate applications, mini campaign websites and stellar mobile apps. No matter what digital product the adidas Group brings to life, we aim to make sure users have a thrilling digital experience with our brands.
Tag Archives: Adi Dassler
Adi Dassler left us a legacy. Thousands of objects collected through the years. Previously hidden from the outside world, they are now gathered together in one place, waiting to be discovered.
The external interest and requests adidas History Management received, prompted the department to establish a tool collecting and visualising adidas’ heritage for everyone. Due to the collaboration with adidas heros like Stan Smith, Zinedine Zidane or Jeremy Scott, the adidas archive presents not only the products themselves, but the people and their experiences behind them. In addition, stories such as the Olympics, Innovation at adidas or the Superstar will give you profound insights into the world of adidas.
“The art of innovation is to anticipate what consumers can’t articulate yet”
Back in the days, common football player’s opinion was that a boot mainly needed to protect you from the opponents’ tackles and the impact of kicking the ball. Adi Dassler was said to be an inventor and a lateral thinker more than anything else. He observed that a footballer was only in contact with the ball for maybe 90 seconds of the 90 minutes; the rest of the time he was running, so Adi Dassler reasoned that a footballer needed footwear as light as possible instead of heavy, clumsy leather boots. Apparently Adi Dassler didn’t care much about conventions. He had his own ideas and followed them, no matter what others said. When I recently read about this little anecdote in our history book I immediately thought that you can still feel Adi Dassler’s visionary and creative spirit here at adidas. But what makes an idea a successful innovation? What is our framework for innovation? My curiosity was piqued and I decided to ask Bernd Wahler, adidas Head of Innovation, for an interview. Here’s what I learned…
Striving for innovation has ever been an integral value of adidas since Adi Dassler decided to provide athletes with the best possible equipment. But innovation is not only about product concepts such as the adidas F50 adizero. Sometimes it’s also about creatively improving the way how you create products and how to make most out of the circumstances. Adi Dassler for example created a legendary treadmill apparatus (see picture) to generate energy to operate machines by pedal power before electricity was generated in 1923.
adidas’ pursuit of innovation is one of the key factors which is strengthening our market position in the sporting goods industry. Read on to learn how this pursuit is linked to a decoration Herbert Hainer was honoured with yesterday.
Last year we celebrated Adi Dassler’s birthday with cup-cakes at our headquarters in Herzogenaurach. Today I’d like to give you some insights into the life story of the man who gave adidas its name. By the way: Adi Dassler and cup-cakes…this is closer related to each other than you might think. Why?