adidas
Lead Product Designer
Locker Room
Apparel customization for 10 sports, 36 countries, scaling from $50M to $154M in 3 years.
Drag and drop details: increased catchment radius, scaled down group on hover, a touch of gravity in the center of the folder. HTML prototyping is awesome.
Setting the vision
adidas is a sales-led company, so priorities can change quickly as new customer needs and commercial opportunities emerge. Software needs more continuity. Without it, teams risk reacting to each new request instead of building toward a coherent product.
I paired research data with customer videos to align presidents, VPs, and directors around a shared two-year direction. Then I used prototypes and visual artifacts to connect near-term decisions and delivery progress back to that strategy.
Floating action bar freed up 200px of vertical space for users. Clutch on small laptops. Also, morph transition and tooltip improvements that make it feel premium.
The tricky parts
Market Variation
Each market has different sports, different sizing rules, different brand requirements, manufacturing constraints, logistics timelines. Often, our direction was dictated by loudest voice or most recent ask.
Finding time for quality
I gave a few presentations to the team on quality and eventually, after a few bumps, found two engineers who were down to partner on some UI and interaction improvements.
Growth
In 3 years, we've grown Locker Room from $50M to $154M in net sales for adidas. Users across 36 countries have created 280 million designs.
The new workflows have replaced fragmented flows and the design quality has brought a new energy to customization within adidas and new opportunities for our team.
Role
Head of Design
Strategic definition
Lead Contributor
Year
2025 - Present
Product
Global ecom
React Web app
Converting from B2B to Consumer
Tools
Figma
Cursor
Claude