Adidas Stamp Their Mark With Latest Marketing Activity

We’ve seen Nike innovate their trainers with Nike ID and now rival sports brand Adidas is set to jump on the bandwagon with the autumn launch of their latest app; it allows consumers to take their favourite Instagram pictures and print them onto a pair of the brand’s ZX Flux trainers.

In a post on their Instagram site, Adidas unveiled the launch of the app by saying "Print your favourite photos straight on to one of 2014's hottest silhouettes and make a statement on your sneakers like never before... the possibilities are endless."

Launching this August, Adidas’ photo print app will be available on both iPhone and Androids so users can print images from social media sites onto a pair of their branded trainers.

Just over a year ago we wrote a blog post on the marketing trends of 2013. One of the key trends of that blog post was this notion of social re-engineering and how the increasing impact of consumer empowerment is shifting the concept of marketing into the hands of the consumer. There are clear similarities between the trend itself with Nike ID and Adidas’ latest marketing activity – they both base themselves around product personalisation.

While Nike has created a whole e-commerce system on their website so consumers can design their own branded shoes; Adidas has developed their own model by creating an app that uses consumers’ images to design their own personalised shoes.  Both of these use product personalisation allowing their consumers to create a design and print it onto the respective brand shoes.

The concept itself is very clever and not only allows consumers to engage with the brand but also to be a part of the product process. This will no doubt lead to greater customer retention which is built on relationship and familiarity, two things that personalisation both facilitates and is based upon.

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