The start-up itch has hit sports major Adidas too. It has already started working on a pilot project in London to develop an app for its products that consumers and lovers of the brand can use. The plan is to deliver personalised and hyper local services via the smart phones of consumers in key cities around the world.
A hyper local platform allows a company to enable local offline services anytime and from any place.
Adidas claims, through its press release that it will become the first major sports brand to drive innovation through a start-up mentality.
You can buy Adidas products on other e-commerce websites as of now.
The brand will not take the traditional route for brand strategies. Instead, it claims it will venture into start-up thinking to deliver unique, consumer-led experiences in keeping with its 2020 business plan “Creating The New”.
Explaining the new thought, Jocelyn Robiot, Senior Vice President, Brand Management said, “Consumers want experiences delivered fast. We cannot be restricted by asking ourselves if every idea is profitable, applicable, or even possible on a global scale. If an idea enables a group of people in a certain city to be their best and most creative selves, then that idea is worth pursuing. From there we will decide if this idea has the potential to expand globally. We are an innovation company at heart and with this concept we plan to disrupt the world of customer service."
Further details will be announced in 2016 as the first initiatives move from testing phase to consumer roll out.