Secret society

24.11.2016 Adidas : Dark Social : Opt-in Culture
Glitch by Adidas, UK Glitch by Adidas, UK
Glitch by Adidas, UK Glitch by Adidas, UK
Glitch by Adidas, UK Glitch by Adidas, UK

London – Adidas has launched a dark social marketing campaign to promote its Glitch trainers, which are not available to buy in stores.

  • The customisable Glitch trainers feature interchangeable uppers and inner-shoes
  • Dark social is a term used to describe social platforms that cannot be tracked by analytics programs

The trainers are only available to buy through the Glitch app, which can only be accessed with a unique code. To be in with a chance of earning a code, users engage with Glitch on Twitter or Instagram, and wait to see if they are accepted.

Glitch is being promoted by members of Adidas’ Tango Squad, a network of dark social influencers that comprises some of London’s best freestyle footballers and futsal players.

The app belongs to a new breed of social networks that promote exclusivity and foster a tribe mentality among their members. Glitch users can access videos created by the app ambassadors and in-house production team, and can browse different upper and inner-shoe combinations.

The Glitch team operates outside of the wider Adidas brand and is working closely with Tango Squad and a small inner circle of customers to develop new products for the line.

The Big Picture

Consumers are backlashing against invasive, needy brands and seeking products and experiences that feel exclusive. Read our Backlash Brands macrotrend to find out more.

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