Adidas strengthens ties
with Alibaba for continued China push
Sportwear brand Adidas has launched its latest line of running shoes on Alibaba Group’s online marketplace Tmall as it continues to push into China.
(Author : Ben Sillitoe)
Adidas used the platform for the global launch of its UltraBoost 19 footwear, according to Alibaba’s Alizila news website. Marc LeRoux, vice-president of marketing for Adidas, said: “Through this partnership with Tmall, we will be able to better understand our consumers so we can bring the best product, brand experience and service to our consumers.”
Adidas opened a flagship online store on Tmall nine years ago, and has used it to launch an array of products in China over that time. Last week, the sportwear brand also announced it would join a dozen other international brands in using the Alibaba Business Operating System, which is a bundle of services that the Chinese eCommerce titan offers companies to help them reach China’s online shoppers and grow their presence in the country.
According to Alizila, this arrangement will involve Adidas opening “smart brick-and-mortar stores”, where digital sales clerks use the information they have about customers’ online shopping habits to personalise the physical retail experience. An Adidas Originals flagship store on Tmall is also planned for April.
Colin Currie, managing director of Adidas in the Greater China Region, explained: “Tmall has a goal to help brands achieve digitization worldwide, which coincides with one of the development strategies of Adidas in China.”
Developments in China come on the back of Adidas Originals' London Fashion Week show, which involved a special collaboration with New York-based designer, Ji Won Choi.
The collection was made available on Adidas’s official website over the weekend, and will be available at Adidas Originals flagship locations around the world and with select retail partners such as Dover Street Market, Nordstrom, KITH and Barneys.