Case Study 1
Adidas Project (Winter 2024)
Objective
Strengthen Adidas Gen Z brand positioning by evaluating student perception, purchasing behavior, and opportunities to improve product and marketing strategy.
Approach
Analyzed 3,000+ real-world shoe choices across UCLA lecture halls and gyms, supplemented by 100+ survey responses, focus groups, and competitor research.
Impact
Turned consumer research into a Gen Z strategy focused on clearer product segmentation and premium positioning, backed by 73.2% demand for versatile footwear.








