Adidas steps up Alibaba, Tmall cooperation

Adidas is tapping Alibaba Group’s Tmall marketplace for the global launch of its UltraBoost 19 running shoes.

“Digital and e-commerce is one of our strategic priorities. This is why we look to cooperate with Tmall in helping us achieve that vision,” says Marc LeRoux, VP of Marketing at Adidas. “Through this partnership, 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 store on Tmall nine years ago and has exclusively launched various products in China via the platform. Last September, it sold over 70,000 pairs of the Yeezy Boost 350 V2 Triple White in nine hours.

The company is also leveraging the Alibaba Business Operating System for the likes of smart bricks and mortar stores and digital sales clerks who can make personalised product suggestions online. It also plans to open an Adidas Originals flagship store on Tmall in April.

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