Business Transformation Through Iot And Blockchain Technology: Opportunities And Challenges Of Innovation At Adidas
Abstract
The rapid transformation of the global fashion industry, driven by consumer demands for personalization, transparency, and phygital experiences, has positioned Internet of Things (IoT) and Blockchain as critical technologies for future competitiveness. This study examines how the integration of IoT and Blockchain can support Adidas in optimizing innovation, operational efficiency, and customer engagement. Using a descriptive qualitative method and library research approach, this paper analyzes international journals, industry reports, and corporate publications to evaluate the opportunities and challenges associated with these technologies. Findings reveal that IoT enables real-time data collection across manufacturing, supply chain, retail operations, and smart products, while Blockchain ensures data integrity, traceability, authenticity verification, and secure digital ownership. The synergy of both technologies creates new innovation models, such as adaptive product design, decentralized supply chain transparency, phygital assets, and Web3-based customer ecosystems. However, implementation barriers persist, including high investment costs, cybersecurity vulnerabilities, integration complexity, data validation issues, and regulatory uncertainty. This study concludes that strategic investments, cross-industry collaboration, enhanced security standards, and phased implementation strategies are essential for maximizing the value of IoT–Blockchain integration. The results contribute to a deeper understanding of digital transformation pathways for global fashion companies and offer recommendations that support Adidas in achieving sustainable and data-driven innovation.
Keywords: Internet of Things (IoT); Blockchain; Adidas; Digital Transformation; Supply Chain Transparency; Phygital; Web3; Smart Products; NFTs; Industry 4.0.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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