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Fashion & Sports · Thailand · First Adidas TikTok Shop outside China

Built brand-first. Scaled performance-fast.

Adidas' first TikTok Shop launch outside China — now the global benchmark for Adidas worldwide — run end to end under strict global CI guidelines and full-price discipline: no discounts, no vouchers.

  • Live commerce
  • Video & creative
  • Shop & fulfilment
A Ripples exclusive MC on the Adidas live setAdidas live set backdrop for the 9.9 marathon

Results

Sports brand on TikTok Shop Thailand, within six months
No.1
Sales, year on year
+1,500%
Store visitors
+500%

Results as reported by the brand and Ripples account teams for the period shown. The Thailand launch became the model for Adidas' TikTok expansion across Southeast Asia.

Background

Two distinct category pillars, @adidasperformance_th and @adidasoriginals_th, connecting with sport enthusiasts and fashion-forward consumers — under strict global CI and full-price discipline.

Key strategy

Built end to end: assortment planning across thousands of SKUs to keep full-price control, then a dual-channel live setup — one room became two CI-aligned channels, Performance and Originals, each delivering to its own audience.

Content, affiliates & media

Content developed franchise by franchise, anchored by iconic SKUs like Samba OG to build cultural momentum. The Friends of Adidas affiliate network and a coordinated media buy extended reach across the full funnel.

The live setup: one room, two channels

  • First setup: a Ripples MC live in the Adidas roomLive commerce

    First setup

    A flagship room built to Adidas CI, a producer on every show, daily.

  • Performance channel: a Ripples MC presenting a sneaker on the Adidas live setLive commerce

    Performance

    @adidasperformance_th — sport enthusiasts, performance franchises, full price.

  • Originals channel: the Adidas Samba OG, an Originals iconLive commerce

    Originals

    @adidasoriginals_th — fashion-forward consumers, Samba OG and the Originals icons.

  • Affiliates and media: a Ripples MC on the Adidas 9.9 shopping-spree liveAffiliate

    Affiliates & media

    Friends of Adidas scaled a fast-growing creator network; media followed the affiliate proof points.

The playbook

Brand-first, scaled performance-fast

  • Adidas Samba, hero SKU
    Assortment planThousands of SKUs planned by franchise and category to maintain full-price control inside strict global CI.
  • A Ripples exclusive MC on the Adidas Super Brand Day live, framed in a phone
    Flagship store camera planMedium shot, full shot and shoes shot, framed to the Adidas palette and switched on cue.
  • Adidas live set backdrop for the 9.9 marathon
    Adidas 9.9 by Jennie live marathonThe Jennie Collection as traffic and conversion driver, promotional hero products for urgency; limited drops and giveaways as recurring engagement moments across the marathon — at full price throughout.
  • Adidas shop-in-shop by sport on TikTok Shop
    Shop craftShop-in-shop by sport, product pages designed to the brand book, campaign banners on the platform calendar.
Friends of Adidas, then media buyThe Friends of Adidas affiliate network scaled a fast-growing creator circle; the coordinated media buy followed the proof points affiliates had shown convert, translating brand strength into category leadership. Result figures are shown in the band above only.
  1. Month 0TikTok Shop opens: first Adidas market in Southeast Asia.
  2. Months 1–5Daily live, video calendar, creator seeding, mega-sale campaigns.
  3. Month 6No.1 sports brand on the platform; playbook adopted for the region.

More Adidas campaigns

More results

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