Adidas launches Confirmed app in UK and mainland Europe

By

Nigel TAYLOR

Published
Mar 3, 2021

Adidas has launched its streetwear-inspired product app Confirmed in six European countries, including the UK.

The app, which debuted last August in the US and then China, showcases exclusive collections and collaborations, key celebrity interviews and insights into the brand’s archive. Adidas said the app is also dedicated to “elevated storytelling”. 

Upcoming releases will include exclusive access to a number of drops such as Sean Wotherspoon, Pharrell Williams, Craig Green, Wales Bonner, and Y-3.

As a highlight of the app’s European launch, Confirmed will host exclusive face-to-face interviews between Manchester United and France footballer Paul Pogba and photographer Ciesay, as well as UK rapper Unknown T and French rapper Gazo.

Tareq Nazlawy, senior director of digital strategy at Adidas, said the app has been "well-received" in the US and China and that downloads had "exceeded expectations".

“For us, however, what has been particularly encouraging is the enthusiastic community response to both the in-app product drops and the exclusive editorial content on offer. We’ve seen really high levels of engagement with many fans of the brand enjoying the opportunity to discover the untold stories behind some of our most high-profile collaborations, technologies, and campaigns”.

The Confirmed app also launches in France, Italy, Poland, Spain, Germany and the Netherlands.