Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Adidas: 'Turn your business on its head'

Stephanie Peterson, vice-president digital – planning and activation at Adidas, kicked off today’s Drapers Digital Festival by urging retailers to turn their everyday business practices “on their head”.

The sportswear giant’s digital strategy hinges on becoming consumer obsessed, considering new business models and meeting shoppers where they are, said Peterson.

She stressed that the sector needs to find new ways of engaging consumers in two-way conversations: “The thing that I would say to businesses of all sizes, from start-ups to giants, is to consider how you can turn your everyday business practices on their head.

“Sometimes you have to sacrifice control, encourage creative freedom and engage with consumers in new ways, because if you don’t, customers will get sick of the old model. You have to take on that risk to make them feel included.”

She added: “We need to go beyond great product to also tell great stories. We want consumers to use our digital channels as a regular touchpoint and point of engagement. What can be difficult for businesses is creating robust brand stories that aren’t siloed by different channels.”

 

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.