Case Study: Adidas achieves digital-first personalized experiences and rapid ecommerce growth with Salesforce Marketing Cloud

How adidas stays a step ahead with Salesforce

Adidas, a global leader in athletic apparel and footwear, faced a retail challenge: consumers increasingly begin shopping digitally and expect instant, personalized experiences. To stay agile and keep the brand relevant, adidas needed to shift from a store-first model to a digital‑first strategy that could capture customer data, respond in real time, and support co‑creation and customization.

Adidas implemented a Salesforce suite — including Commerce Cloud, Service Cloud, Marketing Cloud, and AppExchange — to centralize customer data, give 1,100 agents a single view of shoppers, and manage a global digital storefront across 50+ sites in 40+ countries. The platform enabled faster, more personalized service and on‑demand product customization, helping drive record growth: 59% global ecommerce growth (about $1.1B online sales) and strong regional gains such as 24% currency‑neutral growth in North America.

Adidas

Jacqueline Smith-Dubendorfer

VP, Digital Experience Design