Adidas on failing fast and creating a ‘kick-ass’ customer experience

Adidas’s casual sportswear line Adidas Originals has a brand ethos of “fail fast, ‘fess up and be realistic about what you can actually fix”. That is according to its global director of digital and retail marketing, Swave Szymczyk, who returned to Adidas last summer to make sure the German brand is creating a “kick-ass experience” for its customers built on the big ‘t’ word: trust.
What that translates to in reality is testing a lot of things