Creators Club was the first iteration of a global loyalty program for mega-brand Adidas. It had a number of shortcomings, including poor execution and communications, but Adidas have relaunched the program under adiClub with some significant improvements.

Status tier design

Adidas have embraced a status tier design for Creators Club. Members earn points for a variety of activities, then progress to higher tiers to unlock benefits.

Members can earn points by creating an account, making a purchase (10 points for every $1), sharing what they wear and leaving a review. Adidas reward members on their birthday with surprise points, while through the Runtastic app members can earn bonus points for joining an Adidas runners event, completing a run (1 km = 1 point) or completing a workout (1 per day = 10 points new).

Creators Club encompasses four status tiers (note: the number of points required differs by country):

• Level 1: (0 – 999 points)
• Level 2: (1,000 – 3,999 points)
• Level 3: (4,000 – 9,999 points)
• Level 4: (10,000+ points)

This structure makes it surprisingly easy to access the higher tiers. Spending just $1,000 on gear will unlock Icon status, which doesn’t seem excessive for an Adidas fan.

Benefits improve by tier, and include early access to sales, member-exclusive products, free access to Runtastic app and discount vouchers. The real fun starts at Icon, with Adidas promising ‘special events: invitations and tickets to the most exclusive adidas sporting events, parties and more. From free concerts and the biggest games to meet-and-greets with adidas athletes—you’re the real VIP.’

Points to redeem

In some countries, Adidas also provides members with points which can be redeemed. This is an exciting new feature for the program which provides some great (and fun) new value.

Points can be redeemed to enter raffles, discover members-only products, plus exchange for vouchers or charity donations.

This additional dimension of the adiClub will provide Adidas with lots of flexibility to further evolve the program while allowing for bespoke variations of rewards options within specific countries.

Conclusion

Adidas has a wonderful heritage and legions of adoring fans. With the evolution of the program from Creators Club to adiClub, this loyalty program has the potential to become a true Superstar.

Philip Shelper is the CEO & Founder of Loyalty & Reward Co, the leading loyalty consulting agency. Loyalty & Reward Co design the world’s best loyalty programs for the world’s best brands.

Phil has many years’ experience within the loyalty industry, including roles at Qantas Frequent Flyer and Vodafone.

Phil is a member of several hundred loyalty programs, and a researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program.

Phil is the author of ‘Loyalty Programs: The Complete Guide’, the most comprehensive book on loyalty programs available.

Let’s connect on LinkedIn: https://www.linkedin.com/in/philipshelper/