Driving Loyalty, Engagement & Retail Media Value Across the UK, Ireland & France
Overview
In 2025, JD Sports partnered with adidas to deliver a loyalty-led activation supporting the relaunch of the adidas Originals Superstar. The campaign targeted the UK, Ireland, and France, aiming to drive engagement within the JD STATUS app and deliver impactful retail media exposure.
The Challenge
The partners needed a high-impact launch to:
- Drive JD STATUS app engagement
- Convert interaction into purchase
- Capture valuable zero-party customer data
- Deliver a scalable, frictionless, mobile-first experience across multiple markets
The Solution: Interactive In-App Experience
JD Sports developed a fully branded Reflex interactive game within the JD STATUS app. Powered by EagleEye, the solution integrated directly into JD’s tech stack to enable real-time rewards.
From launch to performance, the activation exceeded expectations. The adidas Originals Superstar campaign really came to life through the game.
Ben Chapman, Senior Manager Digital Sales (adidas)
Multi-Market Rollout:
Simultaneous launch across the UK, Ireland, and France with multilingual support and unified reporting for a consistent brand experience.
Real-Time Integration:
Members received instant reward attribution upon completing challenges, providing immediate gratification and driving further interaction.
Strategic Value
For JD Sports:
For adidas:
Odicci delivered a brilliantly integrated experience, the game felt like a natural part of the JD STATUS app journey, not an add-on. It kept customers engaged from discovery through to conversion.
Sam Hopkinson, Head of Customer Loyalty (JD Sports)Results
Thousands of real-time rewards issued
Double-digit conversion to purchase
Six-figure incremental adidas revenue
Significant uplift in customer intent