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Go-To-Market Strategy for adidas Shoes

Target: Youth (Gen Z, Millennials) | **USP**: Innovative, Trendsetting Design

# **Core Channels**
– **Social Commerce**: Instagram Shops, TikTok Shopping (leveraging AR try-ons).
– **Paid Media**: Meta & Snapchat ads showcasing limited-edition designs.
– **Community**: Discord/Slack groups for sneakerheads (exclusive drops).
– **Retail Pop-ups**: Interactive design studios in urban hubs (e.g., NYC, LA).

**30-Day Launch Plan**
1. **Week 1**: Teaser campaign with mystery shoe silhouettes on TikTok/Reels.
2. **Week 2**: Influencer unboxings + UGC contest (#DesignYourKicks).
3. **Week 3**: Early access for community members + pre-orders.
4. **Week 4**: Global drop with live virtual launch (Twitch/YouTube).

### **Influencer Strategy**
– **Tier 1**: Micro-influencers (10K–100K followers) in streetwear/design niches.
– **Collaborations**: Co-design kits sent to creators (e.g., customizable shoe patches).
– **Performance**: Track ROI via affiliate codes & engagement rates.

### **Viral Marketing Idea**
**“Reverse Sneakerhead”**: Hide 10 rare shoeboxes globally (geo-tagged via Instagram). Finders get the shoes + feature in adidas’ design lab.

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*Total tokens: 300*