adidas
Lead Product Designer
Locker Room
Apparel customization for 10 sports, 36 countries, scaling from $50m to $154M in 3 years.
Drag and drop details: increased catchment radius, scaled down group on hover, a touch of gravity in the center of the folder. HTML prototyping is awesome.
The tricky parts
Market Variation
Each market has different sports, different sizing rules, different brand requirements, manufacturing constraints, logistics timelines. Often, our direction was dictated by loudest voice or most recent ask.
Cotext switching
Our leadership, (understandably) working is a sales driven company, have a new shiny idea each week. I used videos and data from research findings to align Presidents, VP's, and Directors on a shared 2 year plan. Then, I shared visual problem solving artifacts to connect the strategy with the progress.
Finding time for quality
I gave a few presentations to the team on quality and eventually, after a few bumps, found two engineers who were down to partner on some UI and interaction improvements.
Floating action bar freed up 200px of vertical space for users. Clutch on small laptops. Also, morph transition and tooltip improvements that make it feel premium.
Setting the vision
In 3 years, we've grown Locker Room from $50M to $154M in net sales for adidas. Users across 36 countries have created 280 million designs.
The new workflows have replaced fragmented flows and the design quality has brought a new energy to customization within adidas and new opportunities for our team.
Role
Head of Design
Strategic definition
Lead Contributor
Year
2025 - Present
Product
Global ecom
React Web app
Converting from B2B to Consumer
Tools
Figma
Cursor
Claude