With personalized content increasingly popular among consumers, product customization engines offer Activewear brands a chance to stand out among a crowded field of competitors. After launching its Star Wars Stormtrooper customization, for instance, Adidas saw Instagram interactions spike.
However, few brands have taken advantage of the opportunity. Only 24% of brand sites in L2’s Digital IQ Index: Activewear offer a customization tool. Of those, Adidas, Reebok, Converse, and Nike are the only ones offering the full range of features examined in the study, from letting customers select specific materials for different shoe sections to allowing them to share the design on social media. As Adidas’s Instagram indicates, neglecting the latter option means brands miss out on potentially large social payoffs – which could also pay off in increased sales.