adidas
adidas Elevates White Friday Through Its First-Ever TikTok LIVE in the UAE at the Dubai Mall Flagship Store
adidas White Friday Results
adidas used its first-ever TikTok LIVE in the UAE to connect digital discovery with its Dubai Mall flagship store during White Friday, resulting in 120M total views, 622K installs, 5X ROI, 40K unique live viewers, and 2M unique impressions.
- Creator-led styling tips, Q&As, and product storytelling built interest before the in-store experience.
- Spark Ads and short-form content extended the LIVE activation beyond the event itself.
The objective
Winning White Friday by Connecting Digital and Retail Through a Unified Brand Experience
adidas, a global sports brand, partnered with TikTok to stand out within a highly competitive commercial landscape during the biggest shopping moment of the year.
White Friday is a key retail moment, during which consumers actively explore and discover products across digital platforms and physical stores.
During this period, adidas aimed to drive store footfall while ensuring digital discovery translated into meaningful engagement and purchase intent. Through this partnership, adidas adopted a unified media and creative approach to connect content, creators and retail across both online and offline channels.
The solution
Delivering a Tailored Strategic, Creative and Media Approach to Bring Creator Storytelling into Retail
adidas turned culture into commerce, introducing key White Friday looks through the feed and TikTok LIVE to spark digital interest ahead of the in-store experience.
The journey unfolded on the TikTok LIVE MENA page through styling tips, Q&As, and product storytelling led by adidas ambassadors and creators.
The activation culminated in an immersive flagship experience at the adidas Dubai Mall Flagship store, bringing live TikTok moments from the retail floor, creating a seamless online-to-offline impact. These moments were amplified through TikTok’s native formats, including Spark Ads and later repurposed into short-form content to extend impact beyond the LIVE moment and sustain engagement online.
The results
adidas Drives Strong Engagement Across App and In-Store
The activation delivered strong results across key online and offline touchpoints, driving standout performance across priority objectives.
Online Results
ROI – 5X
Installs – 622K
Traffic Uplift 2X
TikTok Live Results
40K Unique Live Viewers
2M Unique Impressions
At adidas, we are clear on our ambitions and the experience we want to create for our consumers. This clarity ensures we activate the very best of our brand during key brand moments in ways that are authentic and community-driven. At the same time, we remain disruptive and entrepreneurial in our mindset, constantly setting new standards for how brand and commerce connect. TikTok has been a key partner in enabling this and amplifying our ability to influence from this region to the world.
Your questions, answered
Business Help CenterHow did adidas connect online and in-store shopping?
adidas used a unified media and creative approach across feed content, TikTok LIVE, creators, and its Dubai Mall Flagship store. The LIVE experience featured styling tips, Q&As, and product storytelling, then continued on the retail floor to link digital discovery with store visits.
What TikTok formats were part of the campaign?
The activation used TikTok LIVE on the TikTok LIVE MENA page and Spark Ads. adidas also turned moments from the LIVE into short-form content to keep engagement going after the broadcast.
What results did the White Friday activation achieve?
Results included 120M total views, 622K installs, 5X ROI, and a 2X traffic uplift. The TikTok LIVE portion also reached 40K unique live viewers and 2M unique impressions.