adidas - adiverse
virtual footwear wall
Project Overview
The Adidas Virtual Footwear Wall is a user-centred digital experience designed to simplify discovery within an extensive footwear range. Housing over 4,000 shoes, the interface enables users to intuitively explore, filter, and compare products within an immersive 3D environment, transforming a potentially overwhelming catalogue into a clear and engaging journey.
As part of the Start JG–led team, I designed the end-to-end user journey and conceptual animations, focusing on wayfinding, interaction flow, and visual hierarchy. These UX concepts were used to communicate the experience to Intel, supporting the project’s Beta phase approval. The experience is now live in Adidas’ Oxford Street flagship store, with plans to scale across additional locations.
Awards
This concept won the Business Innovation Award in the Etailer of the Year category of the World Retail Awards. The judges said:
“This project perfectly embodies what digital and interactive can offer a global brand like adidas. Connects retail design and ecommerce seamlessly and turns a mundane process into retail theatre. Not only designed beautifully, but it connects to the consumers needs.”