Adidas strengthens Zalora presence with new PH pop-up

Adidas aims to boost brand visibility and consumer engagement through the pop-up.

Adidas is reinforcing its presence on Zalora’s platform through The Original pop-up store, an initiative aimed at blending sneaker culture, Filipino identity, and online-to-offline retail experiences.

“The full objective is to make sure that hiatus presence in Zalora is solidified by our key campaign for basically like this part of the year,” said Jehl Capanas, Adidas Global Key Accounts SEA Lead (Zalora & Decathlon). “So Superstar is leading the way, and we have Samba and Spezial that basically signifies the original.”

The pop-up, located in Makati, brings together elements of Filipino music, culture, and retail to deliver a unique experience. “It is also the experience of Adidas being in Zalora, not just digitally, but also being here,” Capanas said.

As digital commerce grows in the Philippines, Adidas is doubling down on visibility across platforms. “Our goal is to focus on getting more visibility, increasing our presence online, but at the same time… providing this physical activation gives the consumer the idea and basically the confidence that Adidas is going to work with Zalora in building that,” Capanas added.

On whether this pop-up model will expand to other Southeast Asian markets, Capanas said, “That is for the consumer to decide… the more the consumer wants, the Sambas, the Spezial, the Superstar, the more present we’re going to be for them.”