Sports and Lifestyle Retail

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Working with adidas has been a dynamic journey, balancing the diverse requirements and standards of multiple markets across a vast hub covering 120+ countries. Each project required a tailored approach to maintain design consistency while adapting key elements to fit the site and store format. Key executions include:

• Brand Core Stores Rollout – Designing the Home of Sports concept.
• Factory Outlet Rollout – Designing the Pulse concept across multiple locations.
• Brand Centres – Led ideation and detailing for three key Brand Centres.
• Pop-Up Concept – Developed the concept for a unique activation in Malaysia.
• Women's Concept – Designed a dedicated retail experience for Dubai.
• Fixture Innovation – Value-engineered and redesigned a flight case fixture, earning approval from Global for rollout across Emerging Markets.

This experience has strengthened my expertise in retail storytelling, adaptive design, and value engineering, ensuring impactful brand experiences across diverse regions.