Adidas, valued at $21 billion, has a well-earned reputation of innovation and it’s still ahead of its competition with a digital-forward personalization strategy. The shoe and apparel retailer finished 2017 with a 27% increase in growth and an announcement that it would end television advertisements in pursuit of individualized, digital targeting of customers. Adidas relies on celebrities and brand influencers to bolster its reputation on social, but its new strategy involves targeting six cities with a line of themed shoes. This summer, Adidas pledged to hone its personalization across every platform by 2020. It began at the Boston Marathon, where the brand filmed personalized footage of 30,000 runners and sent unique videos to each runner by email, then published all 30,000 on its campaign website. The company learned that shoppers love to share personalized content -- driving nearly 80,000 users to its website.