ADIDAS FIELD COACH: How to reinvent the Sales Force ?

The Sportswear Revolution among Gen Z

Since 2022, enthusiasm for sports and sportswear, fueled by the pandemic, continues to thrive in France. As the return to normal life revitalizes physical stores, this sector is experiencing new growth, largely thanks to the emergence of a fresh and connected customer base: Generation Z.

These young people aged 18 to 30, avid consumers of sports products, see the point of sale not only as a place to shop but also as a source of inspiration and a social space. In this dynamic, the in-store brand experience proves to be a decisive factor in their purchasing decisions. The point of sale thus becomes the preferred playground for the industry, prompting brands to re-enchant this space.

Adidas & TechSell: Towards a new era of Merchandising

With the launch of its ADIDAS FIELD COACH program, the iconic sports brand is introducing an innovative approach to outsourced sales, targeting both franchisees and wholesalers. This bold initiative establishes a hybrid team of ‘sector managers – merchandisers’ capable of adapting to both the evolving expectations of consumers and the unique requirements of each point of sale.

To orchestrate this Sales Force, the expertise of Techsell is crucial. With a deep understanding of lifestyle and sports environments, as well as mastery in sales and merchandising, Techsell helps Adidas navigate effectively through this complex ecosystem. Together, they have designed a personalized ‘data-driven’ model for each store, aligning sell-in and sell-out objectives.

By merging a specialized sales force with merchandising strategy and data integration, the ADIDAS FIELD COACH program promises to be a significant transformation. Its disruptive approach to recruitment and digital training aims to propel teams towards new horizons, thus reinventing the notion of commercial outsourcing. By uniting the strategic power of the sales force with the visual impact of merchandising, Adidas and Techsell are creating an integrated commercial experience, offering unmatched added value. This new era of sportswear is just beginning, promising to inspire a generation eager for novelty and style.