The adidas Retail Vision project was an ambitious vision that would require substantial innovation in digital infrastructure for creating, managing and delivering interactive, personalized experiences to consumers in-store and on-line. At the time, adidas was investing heavily in both miadidas, for personalized products, and miCoach, for individualized training. The Right for You platform represented an opportunity to converge these emerging programs into a seamless omni-channel customer experience.

During this time (c. 2010) Intel was just beginning to explore ways of driving innovation in the retail sector, and was knocking on the door at adidas looking for ways to instigate and collaborate. Tom Ancona helped facilitate these early discussions, resulting in a series of collaborative projects, one of which was an overlay of digital experiences onto the recently completed global retail vision.