Tripling Brand Membership Members from +150M to +500M by 2025

Tripling Brand Membership Members

from +150M to +500M by 2025

Sporting Goods & Outdoors

Adidas has adopted a mobile-ﬁrst strategy, with mobile apps playing a central role in brand advocacy.

In addition to their main app, Adidas oﬀers a running, training and curated collection app (US).

“At Adidas, our apps have

been a central strategy for

fostering relationships

with our most loyal

customers”

“When it comes to

converting and engaging

loyal users, apps win by a

factor of three.”

- Scott Dunlap, VP of mobile

at Adidas

In January 2021, Adidas reported

that their commercial and sport

apps lifted their brand equity to a

point they hadn’t experienced in “60

years”.

As part of their growth strategy, the

brand aims to triple the number of

members in its membership

program from the current level of

more than 150 million to around

500 million by 2025*.

*Click for More

From January 2021 to August 2021, Adidas has experienced a +94% increase in their monthly

Adidas app downloads in the US (Google Play & Apple Store).

0

Jan. ‘21

Aug. ‘21

Adidas App Downloads (US)

500K

250K

5

Focal in their omnichannel

approach, Adidas promotes

app downloads through their

“Creators Club” membership.

“The 'Creators Club' membership

is an exclusive and personalized

connection to the best of sport

and style, linking all adidas apps,

events, communities and

channels within one single

consumer proﬁle.”

-Joseph Godsey, Head of Digital Brand

Commerce at Adidas.

Creators Club: Member Perks

The membership provides loyal customers with exclusive product launches and oﬀers, early

access to product releases and invitations to special events.

The rewards are inexpensive for Adidas to oﬀer (ie. early access), but are meaningful to their most loyal customers.

Creators Club: Earning Points

The Creators Club is unlike other loyalty programs, in that members earn points for completing

challenges and buying products.

Instead of focusing solely on boosting immediate sales, the program is designed to improve brand advocacy

through community building and engagement.

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Creators Club: Incremental Rewards

As users earn more points they are able to unlock more rewards. Research shows that consumers

prefer small repeated gains and incremental rewards over big infrequent ones*.

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*View Source

Creator ID: Contextual Marketing

After signing up members are rewarded

with 50 points for setting up their proﬁle by

answering a series of personal questions.

Each users is given a unique “Creator ID”

which enables Adidas to identify users at

every touchpoint.

With this data, Adidas is able to give

customers personalized shopping

experiences and conduct market research.

The Creator Club landing page and rewards page has experienced a +148% increase in

web traﬃc from January 2021 to August 2021.

0

Jan. ‘21

Aug. ‘21

Creator Club Website Visits (USA)

125K

62.5K

The membership page generates an average of 58K monthly visits in the US.

Promoting Sign-Ups: Discount Code

On the Adidas homepage, new visitors are encouraged to sign-up for the Creators Club with a

pop-up featuring a 15% oﬀ incentive to join.

Promoting Sign-Ups: Beneﬁts Bar, Footer and Free Shipping

Adidas uses a universal beneﬁts bar and website footer to drive membership sign-ups. The beneﬁts bar

incentivizes people to join with free shipping for creator members.

Promoting Sign-Ups: CTAs

Adidas utilizes strong CTA buttons and

headlines encouraging users to sign-up

for the Creators Club.

The CTAs utilize value propositions

such as “Join For Free”, “Experience It

All”, and “Unlock Access”.

CTAs buttons use contrasting colours

to grab the user’s attention.

Promoting Sign-Ups: Early Product Access

Adidas drives sign-ups by showcasing their Creators Club early access products on their website.

These exclusive products feature an “Early Access” scrolling banner and a CTA button to “Sign Up

for Free”.

Promoting Sign-Ups: Instagram Ads

Adidas ran the following two paid ads on Instagram to drive Creators Club sign-ups and app downloads.

Lifetime:

Apr. 21, ‘21-May 12, ‘21

Spend: $141K

Impressions: 14.2M

CPM: $10.38

Lifetime:

May. 16, ‘20-Aug 3, ‘21

Spend: $123K

Impressions: 13.7M

CPM: $8.98

Click to View Click to View

25K

Jun. ‘21

Aug. ‘21

Adidas App Downloads (US)

125K

75K

In August 2021, Adidas had a +67% MoM increase in app downloads (US).

This growth was the result of Yeezy Day 2021 and Members Week.

YEEZY DAY 2021

Aug. 2nd

MEMBERS WEEK

Aug. 23rd-30th

Apple Store Google Play

Adidas generated +112K app downloads from June 27 - August 3, 2021.

August 2nd 2021 was “Yeezy Day 2021” which involved releases and

restocks of the popular sneakers. Adidas drove app downloads by

making the products exclusive to the Adidas app.

Adidas launched “Members Week” on August 23rd 2021, which initialed a digital festival featuring

athletes, artists, product drops, experiences and rewards. The week long event was exclusive to Creator

Club members and resulted in +97K app downloads in the US.

● Giveaways

● Exclusive

member

products

● Collaborations

with Pharrell,

Kerwin Frost

and Jeremy

Scott

Click to View

Key Takeaways

Adidas has adopted a mobile-ﬁrst strategy, with mobile apps playing a central role in brand advocacy. Adidas aims to triple its memberships from +150M

members to +500M members by 2025. Adidas promotes app downloads through their "Creators Club" membership. The membership provides loyal

customers which exclusive product launches and oﬀers, early access to product releases and invitations to special events.

Loyalty Program — Driving Brand Advocacy: Adidas member perks are relatively inexpensive to oﬀer (i.e., early access) but are meaningful to their

most loyal customers (getting access to products before everyone else). The Creators Club points program improves brand advocacy through community

building and engagement instead of solely boosting immediate sales.

Loyalty Program — Contextual Marketing: Adidas oﬀers members 50 points for setting up their Creators Club proﬁle. With this unique "Creator ID",

Adidas can identify users in their buyer's journey at every touchpoint.

Loyalty Program — Promoting Sign-Ups:

● Website Features: Adidas promotes its memberships through a pop-up, universal beneﬁts bar, and footer. Adidas oﬀers incentives with a 15%

discount code for new members and free shipping for creator members. The Adidas homepage uses powerful headlines and CTA buttons with

contrasting colours to grab the user's attention. In addition, Adidas promotes Creators Club early access products on their website with an "Early

Access" scrolling banner and a CTA to "Sign Up."

● Social Ads: Adidas utilized Instagram ads to drive sign-ups and app downloads from May 2020 to August 2021.

● Events: In August 2021, Adidas had a +67% MoM increase in app downloads resulting from “Yeezy Day 2021” and “Members Week”. Adidas

utilized Yeezy Day to drive app downloads by making products exclusive to the app. Members Week was a digital festival exclusively for Creators

Club members, which featured athletes, artists, product drops, experiences and rewards.