adidas needed to cater to a younger audience that doesn’t engage with big names, established sponsorships and traditional media. They are football creators and street players who have their own role models from subculture and display their skills on social. adidas needed to change their approach and created a new football boot to reach this audience.
They needed a partner to bring this to life – with social, mobile and innovation at the heart of the launch. Not only that, adidas needed to prove that a radical new approach worked – which meant launching rapidly, without issues, plus being able to deliver sales and repeat purchase.
WHAT WE DID
We helped adidas think differently, ripping up their launch rule book. We didn’t just put mobile at the heart, we made it mobile only. We engaged a selected group of influencers to collaborate with right from the start.
They named the boot, provided design input, launched the boots and played a key part in the fitting experiences, playing on-pitch with our audience.
This created a whole new route to market and a new digital ecosystem. The whole GLITCH experience – engaging influencer and user-generated content, purchase, 4-hour delivery and customer support-all sit within the mobile app. It wasn’t online, in stores or advertised in any traditional media.
To drive excitement and demand, the purchase of a pair of Glitch boots was conditional on invite. And the only place to get an invite was through the influencers we worked with to design the boot. Once you bought a pair of boots, you got three of your own codes to distribute to peers, building social cred for the lucky few.
GLITCH is now adidas’ 2nd best eCommerce football boot.
- Over 20 awards
- have been won, including 5 Cannes Lions.
- invitation conversion rate in the launch months, building sales immediately.
- engagement has been maintained on the app, even two years after launch.
WHAT THIS MEANS FOR YOU
We know how to bring new digital business models to life that tap into a subculture to engage with new audiences. And we can align innovation with legacy IT to create a seamless integration of experience, commerce, marketing and product – all to create authentic and personalised products and experiences.