“The consumer is at the heart of everything we do,” our CEO Herbert Hainer said at the end of 2010 when he explained the cornerstones of the adidas Group’s Strategic Business Plan ‘Route 2015’. But how do we make sure we have, Route 2015 the consumer and our key target group of 14- to 19-year-olds close to our brand, at the heart of adidas? How can we understand what YOU need and want? One of the ways via which we connect consumers to our heart and vice versa is the ‘adidas Insiders’ online community, a one-of-a-kind digital and social communication platform which is moderated by the Global Consumer Insight team members (one of them being me).
adidas Global Consumer Insight team: Chrystian, Ulrike, Philip, Lee and Tae-Yeon
The ‘adidas Insiders’ community is THE most exclusive and highest engagement destination for all consumers who want to connect most deeply with our brand; it acts as a liaison with our closest key target group, providing in-depth feedback and exploring new ideas on our brand and products in order to impact future collections and campaigns.
This community establishes an on-going dialogue with our target consumers, providing them with direct and real access to our brand, allowing them to shape the future of adidas through co-creation and ideation activities. The creativity and energy me and my team are experiencing in this community day in and day out is incredible. But enough of abstract descriptions and corporate terms! Why don’t you take a look at the following video which explains what the community is all about and what is in there for YOU?
Cool, isn’t it? … And now what? … You must be asking yourself: how do I get access to it? … Can I be part of it? … Can I invite my friends to join too? … Well, all these questions and more can be answered by just clicking on the following link:
I have a problem ! I have enjoyed the Addidas shoes for several years now I am ready for new pair & have found my favorite comfortable style can no longer be found . Very dissappointed and up-set. Have medical problems with my feet and the # 768921. Would appreciate asssistance with this matter, Thanks, J. Coker
Hi Joyce,
as your question is not related to the topic of this post I’ll write you an email. It’s good to hear that you liked the shoes so far and we’ll do our best to make you get the shoes you need. For this we need some further information what we can discuss via email.
Thank you for your understanding.
Anna
wow! its great info.
Interesting to see the key consumer group is so young for Adidas, I often though the key consumers would be 20-30.
A select insight group is a great idea and I’m sure social media is providing great insight.
Very interesting article. I’d be really interesting in learning more about how you interact with your consumers and gather their insights.