adidas Global Sales Academy WORK SHARE
Digital learning centers that educate, inspire and direct over 30,000 retail store staff
Services:
Retail training module copywriting
Retail training module authoring
adidas is a sportswear powerhouse with a retail fleet of around 2,000 stores worldwide. Every year, tens of thousands of people walk through the doors. These customers come from varied backgrounds and speak many languages, but they’re all here to connect with the brand. And they’ve got questions: “What running shoes will help me run faster?” “What’s the difference between a 2-layer and 3-layer rain jacket?”
Thread creates digital training modules to ensure that every member of adidas’ retail staff (over 30,000 people) is armed with clear, compelling information so they can confidently speak to an ever-shifting roster of products and technologies.
As adidas’ product copy vendor since 2005, we have intimate, extensive knowledge of the brand’s products and technologies, as well as access to product information many months before they see a store shelf. We leverage that knowledge to explain products, collections and technologies to the retail staff responsible for selling them to shoppers.
Working in collaboration with adidas Global Sales Academy, Thread writes and designs training modules that demystify new products, collaborations and collections in a way that’s simple and sales floor-friendly.
Here’s what’s included in those training modules:
Story:
Whether it’s a basketball shoe inspired by your favorite player or a collection of outdoor gear made to ignite your wanderlust, there’s a story behind every product. Our training modules highlight that origin story and answer the question: why was this product or collection created?
Features and Benefits:
As one of the leading sports brands in the world, adidas makes products that are built on a backbone of cutting-edge tech. We highlight key technologies, explaining their advantages and benefits in a way that inspires shoppers to buy.
Product Information:
From collections of yoga gear to partnerships with brands like LEGO® and Gucci, we handle head-to-toe collections of the latest sports and style gear. Training modules spotlight the key looks in these collections and what makes each of them special.
Tech Guides:
How is BOOST cushioning different from Bounce cushioning? What does GORE-TEX actually do? Most importantly, how can you explain it all to someone shopping for new shoes? We produce tech guides that dive into adidas’ technology concepts in a way that is easy to explain to a consumer.
FAQs:
“Can I hike in my running shoes?” “Will this shirt get sweaty if I work out in it?” Every day on the floor, retail staff field countless questions. We offer answers to frequently asked questions that will help adidas retail staff better serve customers.
Key Takeaways:
Store staff deal with too many products to get PhDs in every one. Sometimes walking onto the floor armed with just a few key facts is enough. Each training module includes a section of important highlights. They’re quick, relevant and pretty to look at too.