Adidas opens UK loyalty club as springboard to Europe

adidasAdidas is expanding its Creators Club loyalty scheme into the UK market as the first step in plans to roll out the programme across the European Union.
The scheme, which was launched in the US last year,  will reward customers with exclusive access to products, experiences and services.
Members can sign up either in-store or through the Adidas app, and earn rewards through attending Adidas events, providing feedback on products and services, and of course, buying Adidas products.
The scheme will reward consumers’ time and advocacy through a four-tier system, that will unlock access to special events, product customisation, priority service, members-only products, unique experiences, and early access to launches.
It will also increase customers’ chances to get limited-edition apparel and footwear as well as special offers.
Individuals who reach the highest tier – dubbed “Icon status” – can win tickets to watch top Adidas sports teams or even visit Adidas HQ in Germany. The brand sponsors the German national team as well as Manchester United, Juventus, Bayern Munich and Real Madrid. It also sponsors a raft of top footballers, including Lionel Messi, Gareth Bale and César Azpilicueta.
As the programme develops, members will also be able to move up the tiers by generating content for Adidas or by running a set number of kilometers using the Runtastic app.
Adidas Europe vice-president of brand activation Roy Gardner said: “After a brilliant reaction from our consumers in the US we’re excited to bring the Creators Club to the UK. Not only will the programme reward consumers for how they engage with us but it will also allow us to continually refine our offering and react to what they want to see from us. It’s a personalised connection to the best of sport and style with creativity at its heart.”
It is not known which agency will handle the roll-out, although the brand has worked with Havas Helia, The Marketing Store, Inside Ideas Group and Brilliant Ideas among others.

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