Design Research
Retail Strategy
Membership Experience

adidas Membership In-Store Experience Strategy - a global framework redefining how adidas’ existing membership platform adiClub, engages customers at a retail store level.

NBBO was engaged to develop a retail membership strategy that seamlessly integrates sign-ups, rewards, and personalised experiences across the in-store customer journey.

Designed to enhance engagement, the strategy introduced immersive activations, staff-enabled moments, and digital integration to drive loyalty and in-store membership acquisition.

The framework delivered a globally scalable, consumer-centric, yet locally relevant approach to adidas’ membership experience in-store.

The outcome established a clearer role for membership in physical retail, strengthening the connection between brand, staff, and consumers in-store whilst supporting the overarching long-term loyalty objective.

NBBO led the Discovery and Define phases of this project, conducting ethnographic research and delivering the strategy and a new retail membership framework.

This project was delivered in partnership with retail agency IMA Global and adidas Global Membership.