For years, brands have struggled to understand how to successfully integrate digital content into their businesses.

Even companies that bought into the 3D revolution, forming digital content creation teams and implementing cutting-edge software upgrades, frequently found that those departments were quickly siloed and inefficient.

That doesn’t mean that the value of digital content is in any way lessened by this lack of efficiency, however. In fact, according to Sky Asay, Adidas’ director of design operations, creating high quality, 3D content with a standardized system prior to handing a product off to marketing and sales can have a dramatic effect on sell-in — and can end up becoming a sustainable touch point for a brand.