Adidas: Creative digital marketing strategy to drive sales

AfterShip -

Adidas performed exceptionally well in the e-commerce market (digital marketing) in 2018. We explored in detail how it uses pop-ups and other marketing tools to stand out amongst others.

📊 Website Metrics

🌍Alexa ranking: #2279

🇺🇸Country: US

🏗Industry: Sports&Apparel

📆Analysis date: 2019-11-26

🛎 Popups

Adidas uses multiple popups on its multilingual websites. They can be summed up as

  • Sign up pop-up
  • Information pop-up (on the middle of the page)
  • Information pop-up
  • Installation pop-up

Our focus will be on two of them.

1. Subscription popup

Most of its multilingual sites do not push a subscription popup immediately. It is only when a visitor spends some time on the site and clicks through sales collection, a sign-up popup is presented.

The pop-up window displays additional discounts that can be availed on subscription.

It serves two purposes, it doesn't bother the shoppers too much and at the same time targets potential customers.

2. Installation popup

There is a saying:

"If you are engaged in e-commerce, then you must pay close attention to front-end technology because it will affect your association with your shoppers."

Adidas truly believes in it!

On the homepage, it pushes a popup asking for installation.

Installation apart from being easy is also quick.

Once the PWA(Progressive Web Apps) is installed, it offers an experience similar to that of a web browser.


Adidas launched PWA in 2018. The revenue in 2018 had increased by 36%, and the main source was e-commerce.

The 2018 financial announcement announced by Adidas said:

“From a channel’s perspective, the company's top-line increase was largely driven by double-digit improvements in direct-to-consumer revenues with particularly strong support from e-commerce, where revenues grew 36% to more than € 2 billion in 2018.”

PWA sure seems to work in the field of fast fashion and sports brands!

🌟 Marketing activities

Let's take a quick look at Adidas Black Friday marketing techniques.

Adidas had been promoting Black Friday 2019 & Cyber Monday 2019 deals for a long time.


It added Black Friday and Cyber Monday under trending, to the menu bar at the bottom of the page.

The Japanese site also added an information popup at the bottom of the homepage.


❣️We will update more marketing strategies and Popup use cases by Adidas in our upcoming blog post.

⭐️⭐️ You can also enable popups and other marketing tools using Automizely, for free.

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