ReD Associates X Alastair Phillip Wiper: Behind The Scenes - Vol.I, adidas


How Creativity Works

A ReD Associates Sensemaking session with James Carnes VP Global Brand Strategy at adidas & Mikkel B. Rasmussen Co-founder and EU director of ReD

The adidas method

"In a related project, an anthropology doctoral student working for ReD mailed dozens of customers a disposable camera, asking them to photograph something that made them work out. Of 30 women who responded, 25 sent a picture of a little black dress"

The Economist


A Design Strategy For Adidas


ReD began working for Adidas when they wanted to shift their focus from a company whose marketing was positioned around a pro athlete-inspired audience to one that more directly targeted fitness for the masses. ReD studied why people in different countries worked out in order to understand Adidas’ customers better. “ReD influenced our point of view on the fitness market overall, and changed our view of how we can play a role in that,” says James Carnes, VP of Design for Adidas.

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Latest op-ed:

Latest book:

While banks continue to spend millions on innovating and improving their technological capabilities in hopes of beating the competition, they should not lose sight of the human factor, writes Christian Madsbjerg in his latest op-ed.

"... models based on past behaviour aren’t able to show shifts before it is too late, a trip to Southampton or Leeds might reveal some priceless information - if you know what you are looking for."

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LinkedIn Weekend Essay

Silicon Valley Needs To Get Schooled

What Silicon Valley is missing is an understanding of people—what is meaningful to them, the way they live their day to day lives, what would make a difference for them on an ordinary Tuesday in Phoenix or Shanghai. There is a dearth of deep, nuanced cultural knowledge in tech. Luckily, there is an app for that: reading.

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Wall Street Journal

Soft Skills and Hard Problems

There's a cultural bias in business, tech and otherwise, against any information that can't be quantified—that is "soft," subjective, fuzzy. [...] But it is where good ideas come from—and while the data it relies on may not be reducible to numbers, there is actually nothing "fuzzy" about it. 

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Harvard Business Review

An Anthropologist walks into a bar

An emerging method is dramatically shaping how businesses can apply the human sciences. This new approach is finding its way into the labs of technology companies such as Intel, IBM, and Samsung; the marketing departments of large consumer-product companies such as Adidas, Lego, and Procter & Gamble; global health care companies such as Novo Nordisk and Pfizer; and the thinking and writing of business leaders and new breeds of consultancy that, like our own, merge hard and soft sciences.

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