adidas / Saudi ArabiaDigital & Tech · Creative Commerce
Generative Commerce, Engineered by Adidas.
adidas let shoppers design their own Campus sneakers from a photo they uploaded, with generative AI producing a unique design in under five seconds inside the ad itself.
- Brand
- adidas
- Agency
- EssenceMediacom
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Sneaker personalisation had been slow, manual or limited to preset options, which held back the creativity and engagement adidas wanted from trend-led 16 to 30 year olds looking for exclusivity and self-expression.
The idea
Interactive ads asked people to upload an image. Generative AI read the image and turned it into a one-off Campus design in real time, so users could start personalising without being sent to another page. EssenceMediacom ran the media, with Smartifai credited on the entry.
Results
- eCommerce sales rose 12%, according to the MMA Smarties case summary
- 60% of users who started the journey completed it, according to the case summary
- The ads drew a 2.1% engagement rate, according to the case summary
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2025KSA - Real Time MarketingSilver
- MMA Smarties KSA 2025KSA - PersonalizationBronze
- MMA Smarties KSA 2025KSA - AI-Driven Creative ExcellenceBronze
- MMA Smarties KSA 2025KSA - AI-Powered Audience EngagementSilver
- MMA Smarties KSA 2025KSA - Innovative Use of AI in AdvertisingSilver
- MMA Smarties MENA 2025 Gold
- MMA Smarties MENA 2025 Silver
Credits
- Media agency
- EssenceMediacom
- Additional company
- Smartifai
- Senior Media Manager, EssenceMediacom
- Avena Lewis
- Director, Smartifai
- Sachin Kumar
