Critical Mass Calgary, Canada Digital

Critical Mass Case Studies

Title "mi adidas Configurator"
Agency Critical Mass
Agency Critical Mass
Campaign mi adidas
Advertiser adidas
Brand adidas
Date of First Broadcast/Publication 2012
Business Sector Apparel, Fashion & Footwear

The Tools to Stand Out and Fit In

Teens rely on personal expression and peer validation on the path to purchase. Mi Adidas uses social media to transform shoe configuration and buying from a personal to a shared experience. 

Redefining E-commerce in the Connected World

Portable. Flexible. Globally scalable. Mi Adidas is a seamless, live-anywhere experience–from customization, to sharing, to purchase: from online, to mobile, to in-store and back. 


We redefined product configuration, giving global teens the freedom to express themselves anytime, anywhere.


Next Generation Personalization

Mi Adidas turns teen consumers into upstart designers, offering a
platform to showcase their personal taste and creativity through a best-in-class, flexible, portable configuration tool.

  • 24% increase in total orders
  • 84% increase in team orders
  • 29% increase in average weekly sales
  • 6% increase in order value
Tagline Make it mine.
Media Type Case Study
Length85 seconds

Recent Work