Experience · ROOTS
adidas: 2021 Spring/Summer Brand Day & Sell-In
A private seasonal preview for retail partners, kept on schedule by moving it online, end to end.
- 80% Attendance rate
- 1,000 Product units
- 192 Partners engaged
- 6 days Event duration
The Challenge
A seasonal ritual under restriction.
Every six months, adidas Malaysia hosts a private preview for its local business partners, a showcase of the upcoming season and the brand’s achievements. With COVID-19 movement restrictions limiting in-person events, the brand needed to keep Brand Day on schedule despite the physical constraints.
The Solution
The preview, delivered online.
ROOTS migrated the event to a virtual platform, distributing login credentials two weeks ahead. We managed the full session end to end, equipment setup, spokesperson preparation and itinerary transitions, while videos on plastic waste, recycled products and women’s empowerment underscored the brand’s values. An interactive Q&A kept the conversation between adidas and its partners alive.
The Impact
In-person results, online.
The virtual Brand Day matched previous in-person events with an 80% attendance rate , showcasing 1,000 product units across apparel, footwear and accessories to 192 partners over six days. Partners came away understanding the products and features, and completed their orders after the session.
Same seasonal ritual, same 80% turnout, delivered entirely online.
