In advance of this year’s Boston Marathon, Adidas says it’s planning to capture and create personal highlight videos for all 30,000 runners of this year’s race.
According to the plan: “Adidas will deliver videos to the 30,000 runners taking part in the marathon within a few hours of them completing the race. Along with the runner’s personal highlights, the Here to Create Legend videos will also feature general race day footage and music.”
How it works: “RFID tags in the runners’ race bibs and street mats that emit ultra-high frequency radio waves will provide Adidas with data on each runners’ performance. Using this technology, the sportswear brand is able to capture all the footage for the videos with just seven cameras and a team of 20 people spread across the 26.2-mile course.
Why It’s Hot:
We often talk about the trend of ultra-personalized product or service experiences, but marketing hasn’t necessarily been a major part of that conversation. As this becomes peoples’ overall expectation of brands, it will have to adapt.
Plus, in another time, Adidas would’ve just made a nice commercial touting its 30 years of race sponsorship. But instead, it decided to devote time, money, and effort to adding something memorable to the experience of the athletes running the race it’s sponsoring.
Adidas Soccer revealed the Telstar 18, a reimagining of the original Telstar ball used at the tournament back in 1970 to be featured in the 2018 World Cup in Russia.
It will be the most tech-savvy ball in history with an NFC microchip embedded inside. The chip will allow consumers to interact directly with the ball using their smartphones. Each ball generates a unique identifier, unlocking exclusive content and information for the user about the details of each ball and providing access to challenges that users can enter before the World Cup.
In short, passionate soccer fans can tap their phone on the ball to unlock a consumer experience – technically this could be anything from player exclusive content, to games, to Adidas’s discounts, to brand co-partnership
Why It’s Hot:
Harnesses a red-hot passion point (aka soccer) at a global scale
Enables increased product sales (the balls)
Delivers on a unique and exclusive consumer experience
Two challenges currently facing any fast-fashion manufacturer include: making clothes that people want to buy and cutting the time it takes for new designs. With its new pop-up, Adidas might have just solved them both. Opened in Berlin, the ‘Knit For You’ concept store lets shoppers design a sweater and get it knitted by the high-tech machines within four hours – substantially cutting the typical manufacturing time of 12 to 18 months.
This tech-infused shopping experience is innovative and slightly resembles a video game. First, shoppers enter a darkened room where different designs are projected onto them with an option to switch between pattern using hand gestures. After choosing, customers move to a computer where they pick the color combination. To ensure the perfect fit, the shoppers can get a laser body scan. The custom-designed merino wool sweater cost 200 euros.
Adidas has been exploring localized production and customization in efforts to sell more products at full price and to bring its operating profit margins closet to its biggest rival, Nike, by 2020. Supported by the German government, the Knit for You pop-up will be used by Adidas to evaluate the profitability, before potentially introducing it in other locations.