The adidas brand has a long history and deep-rooted connection with sports. Its broad and diverse portfolio in both the sport performance and sport inspired categories ranges from major global sports to regional grassroot events and local sneaker culture. The Russian branch of the adidas chain includes over 460 widely diversified stores in all of the largest cities in the country, and its online store enjoys 3.5 million website visitors on a monthly basis.

For the majority of people it is very challenging to make sports a part of their lifestyle. The hardest part is to take the first step. And usually this step is made in the physical sporting goods shop, where professional sales staff help, motivate, support the initiative and make you feel athletic. But what about ecommerce, where there are no sports experts, just product pages? adidas,  a brand that has a unique relationship with sports, decided to find out: is it possible to motivate someone to live an active lifestyle by selling sporting goods online? Spoiler: yes, it is.

‍

Being one of the most recognized, credible, and iconic brands both on and off the field of play, adidas in Russia launched on-demand live video sales on a selected assortment of goods for men, women and kids. Two shops were connected to the service, and the number of streamers gradually increased to 42 sales assistants. Now with eyezon, online customers could take a very physical step into a sporting goods store even when shopping online. Sales assistants provided customers with professional consultations, showcasing the products and addressing all possible concerns. On average, there are 8 product streamers active on a daily basis resulting in up to 17 live streams a day. The next stage in scaling the service was to improve the service performance. To increase conversions from button clicks to sent requests, a welcome video was added to the first screen of the widget, which increased the number of sent requests by 0.5%. Additional information was placed in the query window with the schedule of when the streamers were available.

‍

Online customers demonstrate a very high interest in live video streams, as they click on the see live button over 60,000 times a month. Overall, adidas in Russia conducts over 500 video streams with its online customers with an average stream duration of 0.53 seconds.