Background
Adidas aimed to replicate 11.11-level performance just one week after the mega sale — a time when consumer demand typically declines — without relying on heavy additional promotions, by transforming its first-year anniversary into a scalable Commercial LIVE system.
Key strategy
We rebuilt adidas Turns ONE into a LIVE-first commercial system, integrating upper-funnel demand creation, LIVE mechanics, and performance media into a closed-loop growth engine designed to surpass both business-as-usual and 11.11 performance benchmarks.
Content, affiliates & media
The campaign beat 11.11 performance benchmarks — delivering higher ROI, lower cost per order, and longer view duration — redefining LIVE as a scalable growth engine.
