Turning digital change into choices for a sportswear brand

The question

The brand’s leadership was setting its direction for the years ahead, and its digital commerce team needed growth priorities for the next two years that would still make sense further out.

That meant a view of how digital change could reshape the brand’s world, clear enough to plan from.

Our approach

We began with interviews across the client’s teams to agree what the future view had to answer, then mapped where growth could come from alongside the forces of change, drawing on desk research, the company’s own documents, patterns of investment and interviews with experts.

A working session tested an early version with the team before the full picture was set out, so the implications stayed close to what the business could act on.

What the team came away with

A foresight report set out the forces of change, the areas of interest that followed and what each meant for the business and the technology behind it, with a presentation for the brand’s strategy summit.

An appendix and a knowledge bank gave the team the evidence behind each force of change, to return to as plans developed.