The Adidas app as close as possible to athletes, between mobile marketing and pandemic

Adidas’ Runtastic app supports both experienced sportsmen and novices in their sport in the context of a global pandemic. She places herself as a real life coach while the gyms have been on hiatus for several weeks. Following the impact of covid-19 on people’s lives, Adidas made a statement. The brand noted that its customers used their mobile phones more during the pandemic.

Today they use their phones to engage in physical activity but not that. They now make more purchases and tend to interact directly with their smartphone. As a result, the smartphone is becoming more and more important in the daily lives of users. However for brands it is not easy to think loyalty in a mobile universe first. Indeed, if mobile first incorporates simplified features to enhance the customer experience, it can jeopardize a whole other dimension, that of engagement. In this sense Adidas wants to get closer to its users by creating personalized experiences on its application. The goal is to build closer relationships with its customers.

Runtastic, the Adidas mobile app for athletes during the pandemic

Covid-19 involves a lot of change in our lives. This event marked a turning point in our society. It has changed people’s vision and lifestyles. Thus, the COVID-19 leaves behind “our life before” and stimulates a digital world where experiences are mainly done on smartphones. For athletes, this dimension is very present. The gyms had to close their doors to help stop the spread of the virus.

In this sense, while mobile sports applications such as the Adidas app already existed, they have strengthened their offerings to help thwart the closure of clubs and gyms. However, sport also remains a human experience in which every athlete needs guidance or a coach to understand and achieve his goals. To keep fit, apps like Runtastic offer comprehensive and personalized services to meet the needs of now-isolated athletes.

Despite the new constraints, the practice of sport has not necessarily suffered a great decline. According to INJEP, in 2020, 65% of French people have been physically active. In 2018, they were 66%. It should be noted, however, that the introduction of the first containment had an impact on the practice. It’s down 12 points. Thus 53% of the French played sports during the first two months of the first confinement. On the other hand, the world of running, walking, fitness and gymnastics did not decline. It must be said that these activities can be practiced even if the gyms are closed.

That’s when apps like adidas Runtastic come into play. The application offers support and motivates the practice of physical activity. Runtastic allows you to start your own training plan and challenge yourself without even having a physical trainer. The smartphone becomes a coach. So on the app users can choose which parts of the body they want to work. The application also offers the notion of flexibility in a context where time seems distorted, especially with the introduction of telework and curfew. Sport is also about surpassing oneself. However, it is not easy to set goals yourself and be objective on your performance.

Thus, the application of Adidas offers the opportunity to participate in sporting challenges. In particular, they allow you to compare your performance with other athletes to develop your motivation and competitive spirit. Finally, in sport it is important to set goals otherwise, the practice loses some of its meaning. That’s why the app allows you to inform your results in order to analyze its performance.

But we must admit that in a world that is becoming more and more digital, there is a major stake for brands like Adidas. Indeed, it is not easy to keep a relational sense and a close connection with its users. Therefore, the Adidas application focuses on understanding new trends in order to offer its users appropriate services. There’s a famous proverb that says, “Far from the eyes, close to the heart.” Adidas wants to take up the challenge.

application adidas sports strategy
Adidas is as close as possible to its users to offer them the best experience

Loyalty to users in the mobile world

Over time Adidas has built brick by brick an ecosystem for its users. Today, its brand capital reaches a level not seen in 60 years. However, the path is not without pitfalls. Indeed, the world is often changing in an unstable way. For brands it is necessary to constantly adapt to stay in the competitive race. The biggest challenge of recent years is mobile-first. Today, with the COVID-19 crisis, this is a concrete reality. In order to strengthen brand loyalty, Adidas does not lose the north. The brand relies in particular on concrete insights to meet the needs of users in real time. So thanks to his reflection Adidas understood the habits of its consumers. On Adidas applications, they don’t just use fitness services, they want to be entertained and motivated.

Faced with this observation, the brand decided to implement actions rich in meaning, notably through the launch of the challenge #HOMETEAMHERO or action on behalf of WHO. Every minute of sport donates $1 to the institution. In addition, in order to develop loyalty, the Adidas application knows how to address its users. It offers personalized benefits in a loyalty program, Creators Club. The program earns points by training or making purchases. In order to reward its members, Adidas has also set up attractive experiences including offering virtual events. Finally, Adidas offers an optimized and innovative e-commerce experience. As a result, consumers can now see what a shoe looks like thanks to augmented reality.

However, the digital ecosystem set up by adidas and its applications took time. The brand’s mobile strategy was put in place a few years ago. On the other hand, the strategy would not have been successful without constant questioning. Adidas has been able to respond to the rapid evolution of its consumers. Today she knows how to keep contact points in a customer journey supplement turned upside down.

Sources:

“Adidas strengthens its brand capital with its apps,”Thinkwithgoogle, February 2021 article

“National Sports Practice Barometer 2020”INJEP, study published On 2 March 2021

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