Adidas unveils new membership program
Iconic sneaker maker Adidas is experimenting with new ways to drive deeper, more lucrative, relationships with its customers. The latest initiative is a stroke of genius that capitalises on – and reinforces – brand loyalty: the debut of its ‘Creator Club’. This members-only platform is Adidas’s first attempt to create a truly sticky ecosystem for its most ardent followers, and has the potential to close the gap between brand and consumer, resulting in greater profit and a more engaged experience.
Check out Adidas’s promo-video below:
This digital shopping platform is not unlike Nike’s NikePlus app – although Adidas has done much more than copy its rivals work. The Creator Club is intrinsically Adidas in more than just name and products – it captures the spirit of the brand, and looks to drive home the values at its core.
Available in the U.S., the app is program is scheduled to launch in other markets “in the near future”. Members will get early access to products, exclusive drops, and invitations to special events. It’s also a tiered platform, with four distinct levels that each have their own reward system depending on what customers buy, and which events they attend.
Joseph Godsey, head of digital brand commerce at Adidas, made the following comment over the release:
“With the new membership program, we are connecting our consumers with the best products, experiences and services from adidas. 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. Following the launch of the new adidas app, the introduction of the ‘Creators Club’ is another great example of how adidas is truly enhancing and personalizing its consumer’s experience with adidas. And we will continue to evolve the program based on our consumer’s feedback and interactions.”
Dominion holds Adidas in its Global Trends Luxury Fund.
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