Go-To-Market Strategy for Adidas

Category: Sneakers
Target Demography: Athletes
USP: comfort shoes

{#

Go-To-Market (GTM) Strategy for Adidas Comfort Sneakers (D2C Athletes Category)

## 1. Core Channels:
– E-commerce Platform: Adidas.com (D2C focus with seamless UX).
– **Social Media:** Instagram, TikTok, YouTube (visual engagement, athlete testimonials).
– **Paid Ads:** Meta (FB/IG), Google, TikTok (performance-driven, retargeting).
– **Community & Advocacy:** Fitness forums (Reddit, Strava), athlete collaborations.
– **Retail Pop-Ups:** Limited experiential launches in key cities (NYC, LA, Berlin).

# **2. 30-Day Launch Plan:**
| **Phase** | **Activities** |
|—————-|——————————————————————————|
| **Week 1-2 (Pre-Launch)** | – Teaser campaign (IG/TikTok: “The Most Comfortable Sneaker Launching Soon”).
– Secure tiered influencer partnerships (micro-influencers → celebs).
– Early access for Adidas loyalty members (exclusive discount). |
| **Week 3 (Launch)** | – Drops on Adidas.com + countdown livestream (Q&A with designers/athletes).
– TikTok challenge kickoff (#AdidasCloudStep).
– Activated paid ads (UA + retargeting). |
| **Week 4 (Post-Launch)** | – UGC push (repost customer reviews/athlete clips).
– Retarget abandoned carts.
– Pop-up events (invite-only for top influencers/customers). |

#### **3. Influencer Strategy:**
– **Tiered Approach:**
– **Macro (5-10):** Pro athletes (e.g., footballers, marathon runners) for credibility.
– **Micro (50+):** Fitness trainers, runners, style influencers (authentic reviews).
– **Nano (100+):** Local gym-goers, students (UGC-focused).
– **Compensation:** Product seeding + $ for macro; affiliate % for micro/nano.
– **KPI:** Engagement rate >4%, conversions tracked via custom promo codes.

#### **4. Viral Marketing Idea:**
**Campaign:** *”The 24-Hour Comfort Challenge”*
– **Mechanics:** Users film themselves wearing Adidas sneakers for 24 hours (athletes to college students), tracking steps/pain points. Top 3 most creative entries win $1K.
– **Viral Hooks:**
– Hashtag #24HrsInAdidas + duet reactions on TikTok.
– Behind-the-scenes edits of athletes attempting extreme challenges (e.g., running a marathon).
– **Goal:** Drive UGC, organic shares, and position product as *the* comfort sneaker.

**Success Metrics:**
– 50K+ website visits (launch month).
– 10% conversion rate (D2C).
– 5M+ challenge impressions.
– 30% sales from influencer codes.}

Generated by Lead Magnet Factory 🚀