Adidas Digital Business Surpasses Competitor Nike

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In April 12th, the Gartner L2 of science and technology consultancy issued a latest report: Adidas's "Digital IQ Index" ranks first in the world, becoming the only sports brand rated as the highest level of "Genius".

According to the world clothing shoes and hat network, a year ago, the list of the top companies in the list was Nike, which is now overtaken by competitors.

Although the visit to the US brand is still the highest, Gartner L2 said that due to the lack of fluency in the classified pages of Nike's official website and the lag of the brand's electricity supplier investment, Nike has been downgraded from the highest "Genius" to "Gifted".

In response, the researchers said, "through direct sales channels to consumers, both online and offline, Adidas reflects the potential for sustained growth."

APP "Adidas"

In fact, Gartner L2 is a business think tank that benchmarks the digital performance of brands.

Recently, it has tested 74 sports brands in the United States, including e-mail marketing, website consumer services, product customization, social media operation and mobile terminals, and gives corresponding scores.

It is reported that the total score is made up of 30% websites and e-commerce service ratings, 30% digital marketing scores, 10% social media scores and 30% mobile terminal scores, and finally obtains its "digital intelligence quotient index".

The sports brands that were evaluated were scored on the basis of scores. They were divided into five grades: Genius (above 140 points), Gifted (110-139 points), Average (90-109 points), Challenged (70-89 points) and Feeble (70 points below).

The lower the score, the worse the development of digital business.

The final result shows that Adidas topped the list and is the only brand to win the "Genius" rating.

According to the report, Adidas's e-commerce platform has information rich product pre-sale and distribution pages, including video and personalized content generated according to user habits, and shows real-time inventory of products.

In addition, Gartner L2 said Adidas's "cross marketing" (cross-selling) performed well, which means that the platform can understand users in depth according to their consumption habits, thereby finding opportunities to promote different products and achieve sales goals.

Nike, the first place a year ago, was downgraded from "Genius" to "Gifted", and the top name was replaced by Adidas.

Nevertheless, the report said that the sports giant still has a prominent advantage -- including Instagram, and Nike's social media platform has a very high user participation.

Another US brand Under Armour ranked third in the list and was also rated "Gifted".

The researchers said that the investment in digital marketing of its e-commerce website has increased dramatically, with rich video display and excellent search and navigation tools.

Immediately after that, two outdoor suppliers L.L. Bean and REI ranked fourth and fifth respectively.

Sports brands such as Timberland, Patagonia, North Face, New Balance and Vans also rank among the top 10 brands, all of which get Gifted rating.

In addition, the Toms and boot label Sorel of charity shoes were rated "Average", and the latter were deducted because they did not provide free delivery service.

As the only sports brand of "Genius" level, Adidas is undoubtedly the winner of the list.

In fact, in April 9th, CEO Caspar Rosd just said that the German brand will increase by 900 million euros in 2018, mainly for digital business pformation, to further shift the channel to the online field, and reduce the number of physical stores.

Adidas's goal is to increase sales of electricity suppliers more than doubled in 2020 to 4 billion euros.

In fiscal year 2017, the company's online sales increased by 57% over the same period last year, reaching 1 billion 600 million euros.

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