PROGRAM CARD - adiClub

Program name: adiClub
Distinction: physical activity = loyalty currency
Brand / operator: adidas AG
Family / owner: adidas Group
Industry: fashion and apparel
Industry benchmark: yes
Market: pan-EU (and globally)
Related programs: market variants with the same rules and tiers, but point conversion rates in the local currency (e.g. PL: 10 pts per 5 PLN; US: 10 pts per 1 USD); program integrated with the CONFIRMED app (exclusive raffles) and adidas Running (points for workouts)
Status: active
Legal / time status: no restrictions; successor to Creators Club (rebrand around 2019)
Launch year: 2019 (adiClub); predecessor Creators Club since 2016
Main type: tier-based
Additional type: points-based
Cost to join: free (min. 16 years old; ages 16-17 require guardian consent)
Channels: in-store / online / app (adidas app, CONFIRMED, adidas Running)
Reach: approx. 240 million members worldwide (data from before 2024; more recent figures not public)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 4
Main KPI (impact strength): basket value (high)

Descriptive sections

0. Summary

adiClub is a free, four-tier adidas membership program available globally. It combines classic point collection for purchases with rewarding physical activity (workouts in the adidas Running app) and engagement (reviews, profile completion). Points are used to advance through tiers and to redeem for rewards - from vouchers to exclusive products and event tickets.

1. Goals and context

The program aims to strengthen customer loyalty in an omnichannel model, increase basket value and retention, and above all to collect data on shopping and sports behaviors. The key KPI is growth in AOV (basket value) and purchase frequency, along with app engagement - the higher-margin channels.

2. Target group

The program is aimed at sports and streetwear fashion fans of various ages (16 and up), physically active or interested in sneaker culture. It is particularly attractive to shoe collectors seeking access to limited drops and exclusive events.

3. Architecture and type

Registration - free via the adidas website, the adidas app, or adidas Running; optionally via Apple, Facebook, Google, or Yahoo; 250 welcome points to start.
Collecting tier points and spendable points - for purchases, activities in the Running app, product reviews, and profile completion; every point earned goes simultaneously into the Spendable Points and Tier Points balances.
Advancing through tiers - 4 tiers based on accumulated Tier Points: Level 1 (0-4,999 pts), Level 2 (5,000-19,999 pts), Level 3 (20,000-49,999 pts), Level 4 (50,000+ pts); a higher tier unlocks further benefits.
Redeeming points - Spendable Points are exchanged for discount vouchers, products (app only), partner offers, event tickets, or charitable donations.
Expiration - Tier Points expire 365 days after being earned (at the end of the month); Spendable Points are valid for up to 36 months provided there is activity (earning points) every 12 months; no activity = expiration 12 months after the last earning.

4. Earn & burn mechanics

Accrual: 10 pts for every 5 PLN spent in-store or online; 50 pts for completing the profile; 50 pts for writing a product review; points for each registered workout in the adidas Running app; 100 pts for participating in an adidas Runners event; birthday bonuses and monthly challenges with increased accrual
Threshold and redemption: no fixed threshold - redemption depends on the value of the chosen reward (e.g. discount voucher, product available for points, partner offer); vouchers valid approx. 60 days on selected products; point-based product offers available exclusively in the adidas app
Reward forms: discount vouchers, products available exclusively for points (limited - app only), partner offers (e.g. Spotify, Calm), tickets to exclusive events and access to raffles, charitable donations, free shipping (from Level 1), birthday gift (from Level 2), priority customer service (from Level 3), 12 months of premium access to adidas Running and Training (Level 4)
Point expiration: Tier Points - 365 days from earning (at the end of the month); Spendable Points - up to 36 months, provided there is activity every 12 months; lack of activity causes expiration after 12 months

5. Emotional value

adiClub goes beyond a typical discount program - it rewards a lifestyle. Points for running and training make the brand a partner in activity, not just a retailer. Exclusive access to limited-edition shoes (Samba, Handball Spezial) and sporting events reinforces a sense of belonging to sneaker culture and the adidas community.

6. Gamification

The four-tier system creates a clear ladder of aspiration with escalating benefits
Monthly challenges with point goals motivate regular activity within the program
The ability to obtain limited-edition shoes for points each month triggers a mechanism of FOMO and exclusivity
Rewarding workouts (gamification of physical activity) integrates the program into daily life

7. Differentiation

adiClub was one of the few fashion programs to reward physical activity - points for workouts integrated with the Runtastic/adidas Running app create a unique value proposition that goes beyond purchases. An additional distinction is the CONFIRMED app, which enables participation in raffles for exclusive models, appealing to collectors willing to spend heavily.

8. Data and personalization

Data collected: purchase history (online, app, in-store), physical activity (routes, distance, time from adidas Running), product preferences, birthday, city
Consents: registration and acceptance of the Terms of Use required; data processing per the adidas Privacy Policy (GDPR in the EU); optional marketing consents
Personalization: product recommendations based on purchase history and preferences; dedicated offers and challenges depending on tier; personalized onboarding with tips on collecting points

9. Technology

Three apps: adidas app (program hub - account, points, rewards, offers), CONFIRMED (access to limited-edition raffles and drops), adidas Running (workout registration → points)
POS integration in physical stores: adiClub Pass (QR/code in the app) to accrue points at checkout
Provider platform: no public data

10. Communication and lifecycle

Channels: email (welcome email with a benefits overview), push notifications in the app, in-app communication
Onboarding: 250 welcome points; account prompts about further ways to earn points; visible point balance and current tier immediately after registration
Retention / reactivation: monthly challenges maintain regular engagement; the point expiration mechanism (rolling 12 months without activity) motivates regular use; birthday communication with a point bonus

11. Conclusion / inspiration for the almanac

adiClub proves that a fashion and sports program can build deep engagement by going beyond transactions - the key is rewarding behaviors outside of purchases (physical activity, reviews) and combining material value (discounts, products) with emotional value (exclusivity, events, sneaker culture).

Sources: adidas.pl/adiclub (official PL program page, June 2026); adidas.pl/pomoc/adiClub-newsletter (FAQ sections: how to earn points, spendable points, rewards); runtastic.com/terms/adiclub/pl (adiClub terms of use - PL version); antavo.com/blog/adiclub-membership-program-review (program analysis, Antavo); sneakernews.com/2025/04/14/adidas-adiclub-loyalty-program (SneakerNews, April 2025)
Terms (link): https://adidasapp.adidas.com/legal/confirmed/en-IE/terms.html
Entry compiled on: 2026-06-15

adiClub