Engaging with Demandware in 2011 supported Adidas global expansion strategy

Engaging with Demandware in 2011 supported Adidas' global expansion strategy

German sportswear giant Adidas has expanded its relationship with the Demandware Commerce platform to a global scale.

The retailer, which has had a relationship with Demandware for three years, said it will be the central platform for managing digital commerce across all Adidas brands, channels and geographies, including its flagship US website, which migrated from an on-premise solution to Demandware in September.

Engaging with Demandware in 2011 supported Adidas' global expansion strategy, enabling it to reach new markets quicker and launch e-commerce sites around the world over a two-year period.

The sportswear group said it will now leverage Demandware to accelerate its omni-channel initiatives, which includes further digitising its stores and delivering a "buy anywhere, fulfil anywhere" shopping experience. It is also planning additional global expansion into Eastern Europe and Asia Pacific.

"After extensive experience with both on-premise software and Demandware's cloud model, we determined that Demandware was best suited to enable our digital retail strategy and vision," said Harm Ohlmeyer, SVP sales strategy and excellence for Adidas Group. "Demandware enables us to get to market faster, innovate faster and meet the needs of our customers faster. It's proven to be a flexible and efficient solution, and we are looking forward to extending our relationship to a global scale."

Adidas currently operates around 50 e-commerce sites on Demandware in around 25 countries across North America, South America, Europe and Asia.