Adidas FOCUS GROUP 2023

WHAT WAS ASKED?

adidas wanted to understand why their brand launches were not performing in Liverpool with young people as well as in other key cities.

WHAT WE DID

We curated a focus group of culturally switched-on Scousers aged 18–23.

Participants were given a budget to shop at JD Sports before returning to a session hosted at Kitchen Street nightclub.

The conversation explored fashion trends, identity, football culture and shifting brand perception across the city.

OUTCOME

Clear cultural insight into changing behaviours and purchasing habits.

The findings helped shape future conversations around product, retail and local relevance.