adidas GLITCH Powered by NewStore, Kicking Off Exclusive Mobile App Experience

adidas creates invite only Football community, combining individualism and technology

November 09, 2016

Boston, MA & London, UK – November 9, 2016 – As part of the next phase of adidas Football, the company has introduced a new concept of football shoes sold through an exclusive and innovative platform: the adidas GLITCH app. With help from NewStore, Inc., the Mobile Retail Platform founded by the creator of Demandware, Stephan Schambach, adidas is bringing innovative footwear into the mobile age with GLITCH.

The football boots and skins can only be purchased via the adidas GLITCH mobile app, which is available initially for iOS and later for Android. All shopping, transactions, and customer service are done via a singular app. The app also gives them an opportunity to be a part of the GLITCH community and to constantly engage with adidas Football.

“adidas is one of the most influential and creative brands in the football category,” said Stephan Schambach, Founder and CEO, NewStore. “For brands to deliver an exciting end-to-end shopping experience, they must put mobile at the core of their commerce strategy. One-touch purchase and on-demand delivery are no longer luxuries – they are expected. Powered by the NewStore and adidas partnership, GLITCH is a fascinating evolution of how people shop for athletic shoes, and how brands turn consumer engagement into loyalty.”

Footwear has long been the way of expression for young athletes. Outfitted with the same uniform as dozens of other players on their team, a young athlete thrives on the ability to showcase who they are through their boots – it’s their key opportunity to show off their style. Whether they have an extra skin in their bag, or they order one just before the game and have it rush delivered, adidas is revolutionizing game day style with this concept.

Harm Ohlmeyer, SVP Digital Brand Commerce said: “At adidas, we are obsessed with providing the best for our consumers. GLITCH is pushing the boundaries of adidas Football. A powerful mobile interaction helps boost conversion and promote engagement between consumers and the adidas brand. With the NewStore Mobile Retail Platform we are going for a mobile-first approach for GLITCH, bringing connectivity, newness and exclusivity to our football creators.”

About NewStore
The NewStore Mobile Retail Platform empowers brands to deliver an extraordinary end-to-end shopping experience for consumers. Built entirely from a mobile perspective, it integrates with existing ecommerce platforms such as Demandware, SAP Hybris, Oracle ATG, and Magento. NewStore raises the omnichannel bar with one-touch purchase, scalable clienteling, and on-demand delivery — all optimized for the small screen. Founded by Stephan Schambach, creator of Demandware, NewStore boosts conversion, promotes engagement, unifies online and offline, and modernizes fulfillment. NewStore is headquartered in Boston. For more information, visit

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Director of Corporate Communications


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