Adidas taps Zalora tie-up to grow market

Adidas sees omnichannel retail as key to capturing digital growth in the Philippines.

Adidas is betting on omnichannel retail in the Philippines with its latest pop-up concept, The Original, launched in partnership with Zalora. The initiative is designed to bridge digital and physical shopping experiences, tapping into the country’s fast-growing e-commerce market.

“Anytime we can bring these two brands together in a physical space, we want to take advantage, right?” said Dave Saxton, Adidas Philippines’ Country Manager.

The collaboration leverages Zalora’s online reach and Adidas’s physical presence to provide consumers with hands-on access to products typically purchased online. “We always, always want to take advantage of a physical space to give the consumer an opportunity to touch, feel, and hopefully try on the shoes, because when we can do that, we can get them to make a purchase,” Saxton said.

The move aligns with Adidas’s broader strategy of integrating online and offline retail formats. “It’s a perfect example of the future of how consumers shop,” he said. “Shop online, shop offline, giving them the opportunity to buy in both any format that they want is the ultimate approach.”

The pop-up is open until March 30 at One Ayala Mall, Philippines.