Adidas Membership In-Store Experience Strategy is a global retail framework developed by NBBO in partnership with IMA Global and the adidas Global Membership team, to redefine how adiClub engages customers across physical retail environments.

Through ethnographic research, customer journey evaluation and strategic design, NBBO assessed opportunities to embed membership more seamlessly throughout the in-store experience. The resulting strategy established a scalable framework integrating sign-ups, rewards and personalised interactions through immersive activations, staff engagement and digital touchpoints, creating a more connected and locally relevant retail journey.

The framework established a clearer role for membership within retail, empowering store teams to deliver more engaging customer experiences while strengthening loyalty and supporting adidas' long-term membership strategy.