Adidas' Womens Creative Network leverages Adriene Mishler to reach Yogis

Yoga With Adriene x adidas Women partnership is an excellent case study for influencer marketing done right. Their relationship is symbiotic, authentic, and aspirational. The partnership provides more value to its audience than either brand could provide individually.

Adidas successfully used three tactics that ultimately built brand loyalty and drove awareness around their growing women’s line:

1 Livestreaming

Using a topical social media moment, adidas x Wanderlust debuted their co-branded FW17 collection via an #InternationalYogaDay livestream led by Adriene.

On Facebook, more than 665,000 people tuned into the adidas Women’s channel for the 45-minute yoga class.

2 Interactive brand activations

For the first time in SXSW history, adidas connected the health and sports tracks together for a discussion of well-being with leading experts, athletes, and influencers at Future/Fit 2017.

Along with a panel of experts who discussed the convergence of technology and fitness, adidas tapped Adriene to lead their Future/Fit workshop and yoga class.

3 Compelling social content

Since the partnership began, YWA members might have noticed that Adriene has been decked out in the newest adidas Women’s gear in her video uploads. Adriene continues to aid adidas in converting a captive audience by rocking adidas’ tanks and leggings on screen for her millions of YouTube followers.

Using a strategic content cadence, Adriene promotes upcoming adidas-related events to build awareness and drive ticket sales. For example, adidas partners with Wanderlust Festival for their annual yoga retreats. They tap Adriene to lead classes at different locations, and she uses her social channels to activate her YWA audience to participate. Understanding her own need to build brand loyalty, Adriene offers her community exclusive perks by giving away tickets to such events.

Courtney Catagnus – Medium