WELCOME TO THE NEW WORLD – A NEW DIGITAL FOCUS
As the world changes, so do we. While a computer in your shoe seemed a bit weird in the ‘80s, it now is a professional training system: miCoach allows athletes to track, record and improve their performance in sports, including football, running or basketball. It becomes a category of its own. On top, adidas launches a new sub-brand: adidas NEO targets the young generation with social tools such as a social mirror and the opportunity to, literally, shop at the window with the touch of a button. And the 2012 London Olympic Games become a happening on the adidas social channels, bringing behind-the-scenes events, competitions and athlete news to the young consumer.