The Challenge

adidas, one the most iconic sports brands of all time, set out to grow the successful Creators Club into the world’s greatest membership program. We shared their ambition. Our task was to support their expansion into Europe, developing immersive comms that resonated with their street-savvy customers.

Our Approach

We carried out extensive market research within six European markets, collecting and analysing data from 21k+ responses. Through insight and customer data mining, we made strategic recommendations for a successful membership program. Our suggestions would inform a new strategy.

The Lowdown

• Contacted 12m customers
• Secured 30,000 survey respondents
• Identified $81m incremental retail sales in the membership base
• Expanding membership from 150m users - 500m users by 2025

The Results

Introducing the innovative new Creators Club 2.0.

We modernized the program to better engage with young members in a human way.

We created:

• The vision statement = the ambition, the North Star
• The value proposition = a clear reason why you should join
• A clear checklist of requirements for Creators Club 2.0 to meet

We’re working with adidas to bring the Creators Club 2.0 to life with a comprehensive go-to-market plan. The final stage will be to launch the program across all six European markets, ensuring it is seen by customers at the best moment possible, whether that's online, in-store or out-of-home. Watch this space!