adidas has ramped up content creation inside of their digital experience on the Confirmed App. They are posting stories daily which is a constant for every sneaker brand attempting to capture the lightning that Nike has with SNKRS and their Nike App. Nike noted in 2017 that they do 3 times the transactions within their digital app than they do online. Where Nike goes, other brands follow. Is that what should be happening however? Is one brand’s strategy the template for all?
adidas has been making a strong push with their Confirmed App. They’ve created a drop series that inspires the sneaker community with limited releases of coveted shoes. This is very similar to what Nike does with SNKRS and their Early Access and sneaker draws. While it seems this would be a logical play for adidas, a Nike styled strategy overlooks some key opportunities for the Trefoil.
I visited the adidas site to browse like an everyday consumer. I ran across the menu option “Three Stripe Life” with a dropdown menu to “Stories”. On this page, they have a bevy of great content on health, fashion and fitness. At the bottom of the page there are stories that have an edge. This is obviously for the sneakerhead community. To “See More” you have to click through and download the Confirmed app. Here are a few numbers on adidas’ website traffic:
28.78 Million visits per month
Search to the site is 44.14% of all traffic.
Direct traffic is 39.08%.
While building the digital app is important, should the brand make this content available on the site as well? The average consumer makes up 84% of the traffic to the site. That consumer is becoming more and more informed on sneaker culture and when compared to Nike’s website traffic, wouldn’t it be wise to hit the consumer wherever they are? Or would this be additional and unnecessary work? What do you think?
