Adidas AG is a German multinational corporation that designs and manufactures sports clothing and accessories. A few years ago, adidas launched a new label called NEO, which was directed at younger customers. For these new ‘digital age’ customers, their smartphone has become the ‘first’ screen.
Adidas has invested a lot of money putting shops on the busiest streets in cities across the world. However, one problem is that these shops are only open ‘during working hours’ i.e. during the day. Moreover, adidas has been successful in the e-commerce channel, but so far, had not taken the initiative to connect real-world experiences with virtual shopping.