"We're out of touch with our female audience". The ultimate brief that spurred the adidas Originals x Rita Ora collaboration. I worked in Amsterdam with the incredible digital agency Resn and adidas Originals' digital team to strategically develop the consumer journey and UX for Rita Ora’s e-lookbook. A user-generated content platform that engaged existing adidas superstars and new Rita Bots into an immersive kaleidoscopic world of retail. Resulting in an overhaul of brand resonance amongst an otherwise disengaged female audience and a spike in sales conversions.