Case Study: adidas achieves immersive fan engagement for the AM4BJK campaign with Blue Bite's NFC sneaker experience

Adidas - Customer Case Study

Adidas teamed up with Billie Jean King to reassert women’s place in sport within its "Here to Create" campaign and needed a way to connect audiences to the story behind the limited‑edition AM4BJK sneakers. To bring the campaign to life on product, Adidas partnered with Blue Bite to add an NFC‑enabled digital experience to the shoes.

Blue Bite embedded an NFC digital experience in all 550 pairs of the AM4BJK release, giving each sneaker a unique identity, access to the project’s mission and inspiration, event registration, an exclusive Billie Jean King feature video, and direct links to Adidas’s social channels. The Blue Bite solution turned each shoe into an interactive touchpoint—measurable by its deployment across all 550 limited pairs and by enabling event sign‑ups and direct content engagement.

Adidas