Adidas asked Judge Gill to create an interactive in-store consumer experience to deliver its brand promise of 'enabling a better you'. This resulted in the development of MiCoach Core Skills, an online and in-store experience that lets shoppers measure their fitness. The design focuses on people having fun and competing, creating an engaging shopping environment with sophisticated, high-end sports technology. MiCoach is the latest in 'experiential customer-relationship marketing', working across online and retail to generate data which will ultimately inform future product development.