The Adidas web site, while clever and innovative, has some serious issues that should be resolved. The primary issue with content is the dichotomy on the web site between originals and performance shoes. This is not only a content problem but a navigation problem as well, since the two types of shoes are divided into their own separate websites, an affectation that makes navigation cumbersome. All of the product content dichotomy and extra navigation should be eliminated and the main screen integrated to present both categories of shoes with minimal navigation effort.
The target audience appears to be ordinary sports-loving/fitness consumers for the originals and athletes for the performance line. However, this is not specifically stated, and it is up to the visitor to explore both the ôoriginalsö and ôperformanceö sites to determine where he or she fits in.
The interactive aspect of the web site is seriously deficient in many respects. First of all, navigation is irritating. Having to click ôEnterö several times before finally getting to a screen that has information one is seeking belies poor site design. Furthermore, the visitor has no idea what will be found on the next screen. The site map is no help, either, since it mainly just repeats the links on the ôShopadidas.comö screen. The visitor still has to click ôEnterö on numerous screens and wait to see what is going to come up. On the Adicolor screenùwhich, by the way, one accesses by clicking ôEnterö under ôWhite seriesö and then clicking ôEnterö on the following screen under ôAdicolor,ö and finally clicking on ôWhite seriesöùone sees a white shoe with the prompt ôSelect another pack,ö followed by a list of codes: W1, W2, and so on. There is no indication of what ôSelect another packö means, nor of what the codes stand for. While the visitor is attempting to figure this out, he must listen to the nice music play ove
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