Adidas is nearing the end of its five-year brand strategy that launched in 2015, called Creating the New. The retailer announced it would invest in ecommerce to improve sales with an ‘omnichannel and customized approach.’ We certainly think it’s working as the retailer maintained a top spot on the Index. Adidas also announced the aim of increasing awareness through advertising campaigns. This year, it beautifully crafted that sentiment with Pharrell’s ‘Now is Her Time,’ featuring pregnant and breastfeeding women in Adidas sneakers. Along with ‘Change In Play,’ which spotlights women breaking barriers in sports, the campaign reaches an important segment of its audience in new ways. The best part about Adidas? The more you engage with the brand (on all channels) the more Creators Club reward points you receive.