Adidas Glitch
CHALLENGE
Adidas commissioned POSSIBLE to build a mobile first commerce only app for the launch of their new ‘urban’ football boot. The boot is aimed at street/league players, not football stars - and the experience needed to connect in the chosen channel with a cynical inner-city audience that isn’t swayed by celebrity sponsorship and the traditional marketing mix.
APPROACH
POSSIBLE created the entire mobile experience as well as the logo and all the design language for the experience. The user journeys, interactions and back-end connections were all defined and built by POSSIBLE, working with adidas partners and new partners to integrate stock, delivery and payment systems within a single, mobile experience. With limited stock in the first instance, adidas were looking to create a launch that footballers clamoured for, rather than a launch marred by lack of availability. And to create a CRM database to enable future communication with the audience.
SOLUTION
The Glitch App is available on the Apple iTunes Store (Android before Christmas), but the boots can only be ordered if you have an invite code. The codes were seeded to key influencers and street footballers who were able to invite 3 friends apiece. From there, the invites spread out to a wider audience, enabling the team at adidas to scale the delivery services and manage stock availability in the crucial first phase. By using codes to unlock the App, CRM was built in from the outset - for both sign-on and for the invites to friends.
For purchasers on the app, a personal onsite fitting is available and the boots are delivered within 4 hours. Beyond purchase, the app connects the community and enables owners to store their collection, track events, connect to other community members and browse content from key influencers.