Adidas has expanded Confirmed, its streetwear-inspired app, to the UK, France, Italy, Poland, Spain, Germany, and the Netherlands.
The app provides users access to exclusive product drops with content and storytelling. Adidas debuted the app on August 25, 2020, in the U.S. before expanding to China later in the year.
Upcoming releases on the app will include drops from Sean Wotherspoon, Pharrell Williams, Craig Green, Wales Bonner, and Y-3.
To support the European launch, Confirmed will host face-to-face interviews between Manchester United and France footballer Paul Pogba and photographer Ciesay, and UK rapper Unknown T and French rapper Gazo.
Tareq Nazlawy, senior director of digital strategy at Adidas, said the app has been “well-received” in the U.S. and China and downloads had “exceeded expectations.”
He added, “For us, however, what has been particularly encouraging is the enthusiastic community response to both the in-app product drops and the exclusive editorial content on offer. We’ve seen high levels of engagement with many fans of the brand enjoying the opportunity to discover the untold stories behind some of our most high-profile collaborations, technologies, and campaigns”.
Photo courtesy Adidas
