Recently Adidas launched 6 pop-up stores across Germany, Austria and Switzerland to give to their most loyal fans first access the newest collections which helped drive sales through fan advocacy.
Each pop-up store opened in a location that was only announced to selected individuals who were given invitations to the venues via social networking sites.
“You will have 30 days to visit the shop and purchase the collection which will include lifestyle collection, Stella McCartney, 2012 licensed products and accessories”.
For the launch of new Adidas skating gear, the pop up retail store included a converted bus, truck and Kombi van that appeared in locations offering the exclusive get- it- first experience.
Adidas successfully gave their fans exclusivity to new products while creating social advocacy. By only disclosed pop up store locations through their social networks this allowed them to create a space for their true influencers.
The strategy behind linking exclusive pop up stores to advocates through social media is simple and engaging and is quickly becoming a hot new trend in social media.