Following its success in the US, Adidas is bringing its membership programme - the Creators Club - over to the UK, before expanding into the rest of Europe later in the year.
Launching officially in June, the programme rewards customers with exclusive access to products, experiences and services in exchange for their time and advocacy.
After members sign up to the Creators Club in-store or through the Adidas app, they can earn rewards through a range of activities, including attending Adidas events, buying products and providing feedback on products and services.
The sportswear brand hopes to expand the scope to include rewards for activities linked to creativity and participation, which members can achieve by generating Adidas content or for the amount of kilmometers run through the Runtastic app.
Rewards are split into four tiers, with 'Icon' status as the highest. As members unlock each level, they will gain greater access to special events, product customisation, priority service, members-only products and unique experiences.
Since Adidas launched the scheme in 2018, several million members have signed up in the US.
Discussing the launch, Adidas' vice-president of brand activation Europe, Roy Gardner, said: "After a brilliant reaction from our consumers in the US we’re excited to bring the Creators Club to the UK.
"Not only will the programme reward consumers for how they engage with us but it will also allow us to continually refine our offering and react to what they want to see from us. It’s a personalised connection to the best of sport and style with creativity at its heart.”