Adidas Influencer Marketing Strategies That Have Worked

Explore how Adidas uses influencer marketing to amplify brand visibility and build meaningful connections with its audience. Learn about their partnerships with influencers, including micro-influencers, to deliver authentic and engaging campaigns. Discover the key strategies that have got Adidas to succeed in the influencer marketing landscape.

Attracting attention to a unique product that fulfills a specific need is one challenge. However, stepping into an already competitive market and redefining a product’s image requires an exceptional marketing strategy—and that’s exactly what adidas has accomplished.

Founded in 1949 by Adolf Dassler, adidas is a globally renowned brand specializing in spor..tswear and athletic gear. Instead of positioning their products as just functional athletic equipment, adidas elevated them into a lifestyle statement. At a time when sportswear was purely performance-driven, adidas disrupted the market by blending high-performance gear with cutting-edge style, catering to athletes and trendsetters alike.

Starting with innovative footwear for athletes, adidas has grown into a multifaceted brand that offers stylish, functional, and sustainable products, including apparel, footwear, and accessories, inspiring millions to embrace an active and fashionable lifestyle.

Adidas Market Share in India

Adidas has cemented its position as a leading sportswear brand in India, one of its fastest-growing markets, with a revenue of approximately ₹26 billion in 2023, marking significant growth from the previous year. Its successful partnership with the BCCI, evidenced by the sale of half a million jerseys, highlights its strong connection with cricket fans and its product quality. Additionally, a steady rise in its search share since the second quarter of the last fiscal year underscores the brand's increasing consumer interest and digital presence, solidifying Adidas's standing alongside global competitors like Nike and Puma.

Revenue of Adidas India from the financial year 2019 to 2023 (in billion Indian rupees)

What Role Did Influencers Play in Adidas’s Indian Market Success? 

Adidas has skillfully utilized influencer marketing to establish itself as a frontrunner in India’s sportswear industry. By blending traditional marketing with modern digital strategies, Adidas has been able to connect with diverse audiences, build brand loyalty, and strengthen its position in a highly competitive market. Influencers have played a crucial role in shaping Adidas’s appeal as a lifestyle and performance brand.  

Through partnerships with athletes, fitness enthusiasts, fashion icons, and social media influencers, Adidas has not only showcased its extensive range of high-quality products but also highlighted its commitment to innovation and style. These collaborations have allowed the brand to resonate with India’s dynamic and youthful population, tapping into their aspirations and lifestyle trends.  

Let’s explore the three key examples of how Adidas’s influencer marketing strategies contributed to its success in the Indian market:

1. Adidas X Ranveer Singh

Adidas teamed up with Bollywood superstar Ranveer Singh as the brand ambassador for Adidas Originals in India, embodying the brand's energetic and trend-setting persona. The partnership is highlighted in campaigns celebrating iconic sneakers like the Superstar, Gazelle, and Samba, showcasing Adidas Originals' cultural impact. Under the global brand platform “We Gave the World an Original. You Gave Us a Thousand Back,” Ranveer Singh’s campaign reimagines the Trefoil’s legacy, blending nostalgia and contemporary style. Through reflective storytelling, Singh shares his personal journey, emphasizing the importance of authenticity and originality, resonating deeply with Indian audiences.

The campaign, featuring Singh alongside global icons like Zinedine Zidane, David Beckham, and Jenna Ortega, uses intimate visuals and fluid cinematography to connect emotionally with viewers. Singh’s narrative not only celebrates Adidas's heritage but also inspires individuals to embrace their unique journeys. This strategic collaboration reinforces Adidas Originals’ position as a cultural pioneer, seamlessly blending sport and street style while appealing to India’s vibrant youth and sneaker culture.

2. Adidas X Deepika Padukone

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Adidas’s collaboration with Bollywood icon Deepika Padukone marked a significant step in promoting women’s sports and mental well-being. As a global brand ambassador, Deepika brought her unique blend of star power and athletic mindset to the forefront. The campaign highlighted her resilience, strength, and commitment to inspiring women to embrace fitness and self-improvement. Through digital platforms, Adidas showcased Deepika’s alignment with the brand’s values of inclusivity, sustainability, and authenticity, creating a narrative that resonated with a diverse audience.

The partnership emphasized Adidas’s mission to empower women and champion mental health while redefining fitness standards with a strong focus on body positivity. Deepika’s voice added credibility and relatability to the campaign, positioning Adidas as more than just a sportswear brand. By merging her athletic approach to life with the brand’s vision, Adidas successfully connected with Indian women, solidifying its place as a global leader in sports and lifestyle wear.

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3. Adidas X Manushi Chhillar

Adidas’s partnership with former Miss World and actress Manushi Chhillar was a strategic move to inspire young consumers, particularly women, to embrace fitness and the transformative power of sports. As a brand ambassador, Manushi joined the likes of Ranveer Singh and Hima Das in supporting the #HomeTeamHero Challenge, an initiative designed to promote fitness and create a positive social impact. Through her association, Manushi underscored Adidas’s values of sustainability, inclusivity, and empowerment, while showcasing the brand's versatile and stylish sportswear.

This collaboration emphasized Adidas’s mission to drive change by encouraging women to break barriers and prioritize their well-being. Manushi’s personal passion for fitness and her inspiring journey resonated with a broad audience, positioning Adidas as a brand that champions individuality and community impact. With her as a relatable and aspirational figure, Adidas strengthened its connection to young Indian consumers, solidifying its presence in the fitness and lifestyle market.

4. Adidas X Hima Das

Adidas’s collaboration with Indian sprinter Hima Das highlights its dedication to nurturing talent and supporting athletes across diverse sports in India. Known for her inspiring journey from running barefoot in Assam to becoming a global sports icon, Hima joined Adidas as a brand ambassador in 2018. This partnership not only celebrated her remarkable achievements but also symbolized Adidas’s commitment to empowering athletes. A testament to this collaboration was the launch of custom-made Adidas shoes bearing Hima’s name, showcasing her legacy and the brand’s role in creating history together.

The association positioned Adidas as a brand that values perseverance, passion, and inclusivity in sports. By aligning with Hima’s inspiring story, Adidas resonated deeply with young athletes and sports enthusiasts, fostering a culture of aspiration and excellence. Through this partnership, Adidas solidified its status as a trusted ally for Indian athletes striving for greatness.

5. Adidas X Rohit Sharma

Adidas partnered with Indian cricket star Rohit Sharma to launch a sustainable apparel collection, aligning the brand with environmental causes while strengthening its connection with cricket enthusiasts. This collection, available at select stores and online, emphasizes Adidas's commitment to ending plastic waste. The collaboration underscores Rohit’s long-standing dedication to environmental issues, with a special focus on raising awareness about marine plastic pollution. Rohit’s association with Adidas spans years, with the cricketer using the global stage, such as IPL, to showcase shoes designed to highlight this critical cause.

The limited edition apparel collection, designed by Aaquib Wani, offers a stylish range of products, including training t-shirts, track suits, and sweatshirts, all made from sustainable materials. Rohit’s collaboration with Adidas resonates with consumers who care about both performance and the environment, making this collection a significant step toward raising awareness and promoting positive change. By using his platform for such initiatives, Rohit and Adidas continue to inspire others to join the fight against plastic pollution.

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Adidas' Influencer Marketing Strategy with Influencers

Adidas uses effective influencer marketing strategies to engage micro-influencers and create authentic connections with its audience:

1. Selecting the Right Influencers: Adidas focuses on working with influencers who genuinely connect with the brand and reflect its style. The brand uses platforms like Hobo.Video or collaborates with influencer marketing agencies across countries like India, the US, the UK, France, and the Philippines to identify influencers who can truly resonate with their target market. This ensures the right fit and boosts the brand's appeal.
   
   
2. Encouraging Authentic Content: Adidas gives micro-influencers the freedom to create original content, allowing them to share real experiences, such as running in Adidas shoes or playing sports in Adidas gear. This approach, known as User-Generated Content (UGC), helps make the brand’s messaging feel authentic and relatable, fostering trust among followers.
   
   
3. Utilizing Hashtags: Adidas incorporates branded hashtags like #AdidasOriginals and #AdidasFamily, which micro-influencers use in their posts. These hashtags help increase brand visibility across social media, amplifying Adidas’ presence without relying on expensive ads.
   

Advantages of Adidas’ Influencer Marketing with Influencers

Working with micro-influencers provides Adidas with numerous benefits:

1. Enhanced Brand Authenticity: Micro-influencers are trusted by their followers for their genuine opinions. When they endorse Adidas, it strengthens the brand’s credibility and trustworthiness, contributing to long-term brand loyalty.
   
   
2. Cost-Effective Advertising: Partnering with micro-influencers is a budget-friendly alternative to high-profile celebrity endorsements. It allows Adidas to optimize its marketing resources while still reaching a highly engaged audience.
   
   
3. Expanding Reach Through Dark Social: Adidas capitalizes on dark social—private sharing on messaging apps and social media groups—enabling the brand to reach an even broader audience beyond traditional ads, making their campaigns more impactful and far-reaching.

Collaborate With an Influencer To Promote Your Brand!

Looking to grow your brand to the next level? Collaborating with the right influencer can significantly boost your marketing efforts and drive impressive results. Whether you’re launching a new product or running a special campaign, influencer partnerships are a powerful way to connect with your audience, increase visibility, and deliver a compelling brand message.

Want to reach a niche audience? Partnering with influencers in specific sectors, like fashion, beauty, or fitness, allows you to target highly engaged communities that trust their recommendations. Unsure how to begin? A professional influencer marketing agency can help you craft tailor-made campaigns that align with your brand’s objectives.

With the right influencers, you can build brand credibility, ignite meaningful engagement, and increase your brand’s reach. Don’t let this opportunity slip away—contact us today and let’s create an effective influencer marketing strategy that works for your brand!