During the course of 2020, adidas launched its CONFIRMED app in the US (August 2020) and in China (October 2020). Building on the foundations laid in 2015 by a previous iteration of the platform and bringing in some of adidas’ top creators, since its launch, the app has advanced a community focused approach, combining exclusive drops with never-before-seen content and elevated storytelling.
For 2021 CONFIRMED makes its way to Europe, arriving in the UK, France, Italy, Poland, Spain, Germany and the Netherlands on March 1st. Driven by the success of the two recent launches, the global sportswear brand is expanding the app’s availability, extending the adidas community by giving more consumers around the world exclusive access to the premium digital experience.
“We’re proud to say that CONFIRMED has been thoroughly well received in both the US and China, with app downloads exceeding expectations. 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 really 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. Launching the app in Europe is an exciting moment for the brand and we’re looking forward to welcoming new users to the CONFIRMED experience” said Tareq Nazlawy, Senior Director of Digital Strategy.
Home to forward-thinking collaborations as well as the brand’s most innovative designs, CONFIRMED is driven by a commitment to carefully considered curation. Playing host to highly anticipated releases, app users are empowered with exclusive access to a number of drops including: Sean Wotherspoon, Pharrell Williams, Craig Green, Wales Bonner, Y-3. More than just access to products, however, CONFIRMED provides Three Stripes fans with an unrivalled digital experience. From quick-fire listicles and interviews, to deep-dives into the archive and never-before-seen video, the platform brings adidas’ untold stories to life. As part of the app’s European launch, CONFIRMED will host exclusive face to face interviews between footballer Paul Pogba and photographer Ciesay, as well as UK rapper Unknown T and French rapper Gazo.
In addition to exclusive content and curated product offerings, CONFIRMED deploys adidas’ most up-to-date release mechanisms and state-of-the-art digital security to offer users a fast, fair, and secure way to access highly sought-after drops.
To celebrate the launch of CONFIRMED, adidas has partnered with the globally recognised digital radio imprint, NTS, to deliver a series of exclusive takeovers on March 2nd. Working closely with NTS’s network of boundary pushing creatives, artists including Ciesay, Melis Yildrim, Crystallmess will host a program of live shows on the digital radio platform. In addition, adidas collaborators Wales Bonner and Nigo have each prepared a one hour long playlist which will be available to listeners on NTS.
Serving as a new hub for the best of the Three Stripes, CONFIRMED launches in the United Kingdom, France, Italy, Poland, Spain, Germany and the Netherlands on March 1st. Download CONFIRMED on the App Store HERE and the Google Play Store HERE.