adidas partnered with Amazon to bring Buy with Prime to adidas.com, expanding how speed, convenience, and trust show up in a direct-to-consumer journey. The move wasn't about chasing a feature. It was about challenging assumptions: what should a DTC experience look like, and where does it actually create value? 

Without a predefined blueprint at enterprise scale, the team developed a structured approach to assessing the opportunity, designing and developing an optimal experience, testing, learning, and adapting in real time while aligning a complex organization around a shared outcome. The result wasn't just a new capability, but a new way of thinking about partnerships and the role they play in shaping customer experience. 

Hear how adidas leveraged an organizational mindset based on possibility versus constraints, creating clarity around what it would take to deliver against a high-impact digital initiative, and walk away with a practical approach to rethinking the boundaries of your ecosystem - and bringing your organization with you.

You'll leave with a framework for: 

• Building a business case when ROI is evolving and assumptions need to be tested in-market
• Maintaining leadership alignment and cross-functional coordination through ambiguity
• Structuring and managing strategic partnerships in a way that complements your broader ecosystem