ADIDAS
A MODULAR, SUSTAINABLE FUTURE FOR FASHIONABLE SPORTSWEAR
Adidas wanted to evolve its service and manufacturing lines to become more sustainable and inclusive while reaching new, niche sports audiences. The challenge was to design innovative sportswear that adapted to users' activities and identities while minimizing environmental impact.
Goya was tasked with exploring how modular, adaptable, and sustainable sportswear could redefine how people engage with performance apparel, shifting Adidas’ focus toward circular design, personalisation, and community-driven innovation.
INVENTORS HACK - CREATING A NEW NARRATIVE
Using our 2 week inventors hack methodology we brought the together the needs of athletes, fashionistas and trends in sustainable fashion to understand their shared cultures and values. A diverse group of designers, engineers, artists and local makers collaborated to explore sustainable design solutions. Through speculative storytelling and prototype development, Goya outlined future scenarios where sportswear could evolve dynamically with the athletes needs rather than being a static product. The team rapidly iterated on multi-use garments, experimenting with fastening systems, adaptive panels, and circular design principles that allowed users to reconfigure their apparel on the go. Alongside product innovation, Goya also conceptualized an in-store customization experience, where customers could personalize and tailor their gear in real-time, reinforcing Adidas’ vision of on-demand, local-first manufacturing as a sustainable alternative to mass production.
INNOVATION WITOUT THE HYPE
The Adidas modular sportswear experience was built around three key pillars. Adaptive Performance Apparel ensured that users no longer needed multiple garments for different activities—instead, a single piece could be transformed with modular, swappable panels. In-Store Customisation brought a new dimension to retail, allowing users to co-create their gear with local artists and on-demand production hubs, making every product unique. Lastly, Sustainability & Circularity were embedded into the system, reducing the need for excessive production while supporting a more circular economy where products could be repurposed and reconfigured rather than discarded.
ONE PRODUCT LIFESTYLE
The One Product Lifestyle, is a concept that centres around the concsious consumer. Championing an active and adaptive way of living with a minimalist and interchangeable wardrobe. A single garment transforms to fit different activities, identities, and environments—turning performance wear into a multi-use system.
It does this through modular panels that changes an outfit to fit different climates activities and styles. These panels can be personalised to reflect locality and lifestyle, connecting to and swapping with other panels to extend overall longevity. Fastenings that change the function of the garment based on user needs and environmental factors. and local cusomisations can be added in order to reach out to more niche sports and subculutures with one product line that is a blank canvas for your sport and imagination.
FOOTPRINT - PERFORMANCE TAILORED FOR EVERY ATHLETE
Footprint is a concept that is all about tailored performance for all. Conceived by the drive to reduce health inequity in performance sports (following the story of how Leah Williamson's ACL injury played out in 2022, which highlighted the inaccessibility of appropriate footwear for some of the most active populations).
So how to tackle this? Simply scan, play & build a tailored orthotic insert in a future-forward Adidas store.
A data-driven, in-store experience analyzes a customer’s footprint and gait, then manufactures a custom sole in real-time. Taking customisation beyond fashion and tokenism, into accesible and healthy footwear that works to prevent injuries attained through exercise.
Smart Gait Analysis is achieved through a playful in-store experiences where users scan their footprint to get a perfectly tailored fit. Custom soles are 3D-printed and assembled in-store, reducing excess inventory and waste.
"THE STUDIO'S HANDS ON APPROACH, BRINGING IN VARIOUS EXPERTS & CREATIVE PRACTITIONERS, HELPS WITH A SEAMLESS JOURNEY FROM CONCEPT TO PROTOTYPE. BRINGING IDEAS TO LIFE QUICKLY CREATES A HUB FOR INNOVATION AND CREATIVITY."
Adidas Innovation Manager
OWN LESS DO MORE
Goya's prototypes helped Adidas create a vision for the future of sportswear, where apparel is no longer just something you buy and replace—it’s something you build, personalize, and evolve with. By leveraging modularity, sustainability, and customization, Adidas is shaping a new era of performance gear that adapts to the athlete, not the other way around.