Background
Strict global CI, full price (no discounts or vouchers), and two category pillars.
Key strategy
End-to-end: assortment across thousands of SKUs; dual-channel live (@adidasperformance_th, @adidasoriginals_th); franchise content (Samba OG); the Friends of Adidas affiliate network; coordinated media buy.
Content, affiliates & media
Friends of Adidas became Q1's fastest-growing creator network, 5× GMV within 6 months; media-buy impression growth 2.96×; peak-month GMV 8-digit (Feb 2026); impressions 254M (Mar 2026).
