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Adidas is about sport, culture, and innovation.
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It’s about making the world a better place by bringing the best of sport to the world.
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Adidas Running and Adidas Training are our sport Apps and it's a way for people to track their fitness activities and performance quickly and easily.
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But in 2020, when the pandemic first hit, we saw the shutting down of every major race on the planet. And then the gyms soon shut down …
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So we made it a priority to deliver an experience that was not only engaging, but helped our consumers stay motivated and connected to the broader community.
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But one of the first things we had to do in order to make this successful was ensure that our app was discoverable and reached the right people.
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So we doubled down on our app campaigns to reach new users across Display, Search, and YouTube.
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And the outcome just blew us away.
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We used Google Analytics to measure the conversions that matter, from the app install to getting involved in your first workout or joining your first community.
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By analyzing the results beneath the surface, we uncovered that the demand of our sport apps rose by 240% year-over-year … even growing by 600% in a single day!
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But beneath the numbers, one of the most valuable insights we uncovered was that our users weren’t just using our sport apps to stay fit … they sought a sense of purpose and connection to a community.
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So, we launched the ‘Hometeam Hero Challenge.’ Every kilometer that was walked or run, or for every hour that was worked out, we would donate $1 to the World Health Organization in support of health workers and researchers battling the pandemic.
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Through sport we have the power to change lives.
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That’s the mission and the spirit of Adidas.
