Y-3
Huge project to bring Y-3 into the adidas ecosystem, without diluting the Y-3 luxury brand
Y-3
Key Responsibilities
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Produce end to end digital campaign experience.
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Create, manage and deliver the campaigns, collaborating with multiple teams and departments across the business
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Oversee the design, UX, development, translations and QA
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Launch execution of the digital campaign.
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Utilising data and analytics to make informed decisions in real time to maximise click through and conversion rates.
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Lead a team of four Digital Experience managers and two Publishers in Germany and the Netherlands.
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Translating stakeholder input into digital marketing solutions, activated through our digital touch points
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Ensuring premium CX & UX across our digital touch points.
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Running retrospectives within global and markets teams to drive continued excellence.
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Workshop facilitation, face-to-face and virtually using online tools.
Achievements
Huge project to bring Y-3 into the adidas ecosystem, without diluting the Y-3 luxury brand
Y-3 was initially for years on it’s own domain www.y-3.com and managed by an external Y-3 team
There was a decision to bring Y-s into the adidas domain, but this came with some challenges, including price point and differentiation
adidas x Y-3
Y-3 gives sporty styles a streetwear twist. Powered by adidas innovations and expressed in the style of Yohji Yamamoto, Y-3 creates progressive apparel, footwear and accessories—a vision the iconic sports brand shares with the famed designer. Founded in 2002, Y-3 marked the beginning of fashionable sportswear—and continues to focus on redefining the category. Nineteen years later, Y-3’s signature style is all about combining innovative clothing with intensive performance features and mixing Yamamoto’s unique elegance with timeless tailoring. The result is a modern streetwear uniform—designed in Japanese and German ateliers, made for the world.
Adidas’ partnership with Y-3, a collaboration with Japanese designer Yohji Yamamoto, blends high fashion with sportswear. Launched in 2002, Y-3 stands for Yohji Yamamoto and the three stripes of Adidas, symbolising the fusion of innovative design and functional athletic wear. The partnership is known for its avant-garde aesthetics, combining Yamamoto’s avant-garde style with Adidas’ technical expertise. The collections feature minimalist designs, monochromatic colour palettes, and cutting-edge materials, creating a unique and fashionable sportswear line. This collaboration has been influential in the fashion industry, pushing the boundaries of traditional sportswear and establishing a new standard for stylish athletic apparel.
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