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adidas - "mi adidas Configurator" - Critical Mass

  • mi adidas Configurator
  • adidas
  • adidas
  • Critical Mass
  • United Kingdom
  • mi adidas
Product CategoryApparel, Fashion & Footwear
Date of First Broadcast/Publication2012
Media TypeCase Study
Length85 Seconds
Make it mine.


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.


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. 


  • 24% increase in total orders
  • 84% increase in team orders
  • 29% increase in average weekly sales
  • 6% increase in order value