UX/UI | UX Visual | Visual Design | Art Direction | Creative Direction | Brand Systems | eCommerce Experience Design | Campaign Experience Design | Web & Mobile Design | Prototyping | Cross-Functional Collaboration
adidas Hockey — Modular Commerce Experiences at Scale
Overview
At adidas, I led the design of modular, scalable digital experiences across multiple business units - including Hockey, Soccer, and Basketball. Each business unit operated with its own athletes, product lines, and seasonal narratives, but all needed to live within a unified adidas commerce ecosystem.
For adidas Hockey, I designed end-to-end landing pages that transformed raw athlete photography and product assets into cohesive, high-performing shopping experiences - balancing brand storytelling with conversion and speed to market.
The Challenge
Hockey content arrived fragmented: athlete shoots, product drops, and campaign moments were often delivered independently and on tight timelines. The challenge was to quickly assemble these assets into polished, on-brand pages without redesigning from scratch every time - while still allowing each sport to feel distinct.
The System
To solve this, I helped develop and refine a modular page system—a set of flexible design “building blocks” that could be assembled, rearranged, and reused across business units.
Each block was designed with a specific purpose:
- Hero storytelling modules to anchor the page emotionally
- Athlete-driven sections to connect performance and identity
- Product rails and feature blocks optimized for conversion
- Community and membership modules to drive long-term engagement
This system allowed adidas Hockey pages to scale efficiently while maintaining visual consistency, accessibility standards, and performance best practices.
The Process
For each adidas Hockey launch, I:
- Audited incoming athlete and product assets
- Defined the narrative arc for the page (story → product → community)
- Assembled modules using the stack system I helped create
- Customized layouts, typography, and hierarchy to reflect the Hockey brand tone
- Ensured designs translated cleanly into development with minimal iteration
Rather than designing one-off pages, I focused on repeatable patterns that empowered teams to move faster without sacrificing quality.
Impact
This approach enabled adidas Hockey to:
- Launch sport-specific pages rapidly across seasons and campaigns
- Maintain a cohesive brand experience across all business units
- Adapt layouts quickly based on new athletes, products, or analytics
- Reduce design and development overhead through reuse and consistency
Most importantly, it shifted page design from static marketing executions to a productized system that supported ongoing growth.
My Role
- Lead UX/UI Designer for adidas business unit landing pages
- System design and modular layout architecture
- Visual hierarchy, interaction design, and responsive behavior
- Close collaboration with developers to ensure scalable implementation