Trends & Innovation

Adidas: New rules of social engagement

Brand strategy briefing


Adidas: New rules of social engagement is part of a series of brand strategy briefings examining the marketing strategies and tactics of the most popular and searched-for brands. As part of this series, Econsultancy curates a selection of brand case studies and stories to help you improve your modern marketing efforts.

Adidas understands the need for existing and new customers to have meaningful experiences, whether they are coming to the brand from a fashion perspective or with a more serious interest in health and fitness. To engage these different types of digitally agile customers, adidas crafts social campaigns both across visible platforms and dark networks, which we consider in this Brand Strategy Briefing.

What you'll learn

  • Insight from adidas’ VP of Digital Strategy and Delivery, Joseph Godsey, on how the brand is creating valuable customer experiences via social
  • Adidas’ recent activity using dark social
  • How the brand is combining chatbot technology with Facebook Messenger to engage consumers
  • Specific social media wins from the adidas Originals team

Table of contents

1. Introduction

  • About Econsultancy

2. How Adidas Uses Digital to Enable Powerful Customer Experiences

3. Redefining Influencer Marketing through Dark Social

4. How Adidas Launched a Facebook Messenger Chatbot to Engage Potential Users for its Fitness Studio

5. How the Adidas Originals Social Media Team Leads the Brand and Drives Sales


  • Pdf Disabled Adidas: New rules of social engagement (579 KB PDF)

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