Problem
As a global leader in sport and lifestyle, Adidas Group continually evolves its brands to stay culturally relevant, performance-driven, and competitive at scale. Across subsidiaries like Reebok, the challenge was to redesign products, elevate women’s performance apparel, and create meaningful collaborations that could expand reach while strengthening brand identity.
Solution
Michele led design innovation and brand strategy initiatives across Adidas Group and Reebok, grounding decisions in research, performance insight, and cultural context. From global product redesigns and women-led initiatives to high-profile collaborations, we helped Adidas Group create differentiated products and experiences that connected sport, fashion, and consumer relevance.
More from the campaign
Brand Strategy & Design Innovation
Drove brand strategy and design innovation initiatives across Adidas Group and Reebok, supporting global product redesigns, licensing partnerships, and brand evolution.
Reebok Women’s Initiative
Led the women’s initiative and product redesign for Reebok, establishing a research-driven design platform rooted in biological and performance differences to improve fit, function, and experience.
Apparel & Graphic Design Direction
Directed men’s and women’s sport apparel design across multiple categories, aligning performance innovation with brand expression and consumer insight.
Global Collaborations & Limited Releases
Led apparel and graphic design direction for collaborations, including Reebok x Giorgio Armani EA7, developed in Milan and presented at fashion week to bridge performance sport and luxury fashion.
Results
Michele led a research-driven design approach that translated physiological and behavioral insights into apparel, footwear and accessory innovation. The initiative informed everything from fit and construction to material placement and performance features. The work ultimately became a global platform that helped reposition Reebok's while influencing broader product development across the brand.
The best design begins with understanding people.
From consumer products and performance apparel to healthcare and emerging technologies, we help organizations translate research, behavior, and human insight into brands and products people genuinely value.
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