400M assets transformed
to deliver personalized customer experience
50M requests per second managed
via efficient asset delivery and uptime
API-first approach
made customized workflows and use cases fast and easy
adidas Delivers ‘Mega Moments” With Cloudinary
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ABOUT
adidas
With sales of €21.4 billion in 2023, adidas is one of the world’s largest sporting goods companies. Established in 1949 with just 47 employees in Herzogenaurach, Germany, today adidas has more than 59,000 employees and operations on every continent. The driving force behind adidas’ success is the innovative spirit of its late founder, Adolf “Adi” Dassler, to create game-changing products for athletes. The company’s rich history continues to serve designers as inspiration for new products.
THE CHALLENGE
Scaling Visual Asset Management
With more than 1 billion yearly visitors to its digital channels, adidas’ web architecture and systems must be highly scalable and resilient. This especially matters during peak times, when campaigns and events — including what adidas calls “mega moments” — can attract up to 50 million requests per second. A key partner for adidas, Cloudinary manages 400 billion visual media asset impressions, including 400 million transformed assets that personalize customer experiences. adidas highly values Cloudinary’s API-first approach, which delivers tech stack integrability and streamlines the visual content lifecycle.
Industry
Retail and Consumer Goods
Headquarters
Herzogenaurach, Germany
Employees
59,000
“Cloudinary has proven to be a perfect partner because we’ve been able to scale, given the numbers, countries, requests per second, and different kinds of digital assets that we have to deliver. Thanks to Cloudinary, we are able to manage that scale of business and image and video volume with a very, very effective and small team.”
—Juan Civeira, Senior Director IT Management, adidas
THE CLOUDINARY SOLUTION
Intelligent, API-First Proves to be a Perfect Fit
adidas automates and optimizes its image and video workflows, at scale, by easily integrating Cloudinary’s AI-powered image and video APIs into its tech stack.
By ensuring high-quality, performant visual experiences, Cloudinary helps adidas in many different ways: from supporting its partner network to enabling customer personalization to helping the recent expansion into Japan run more smoothly.
“We love the API approach, and Cloudinary has proven that they can deliver that value for us, and that’s how we integrate our systems and how we are evolving the platform and experiences for the users.”
—Juan Civeira, Sr. Director of IT Management, adidas
THE RESULTS
Greater Workflow Efficiency, Better Customer Experiences
Managing Visual Assets on an Epic Scale
- Ensures efficient asset delivery and uptime, even during peaks of up to 50 million requests per second during major retail and sport “mega moments.”
- Managing 400 billion media asset impressions, and transforming and delivering 400 million assets.
Delivering Personalized Experiences
- Enables adidas to bring new images and videos to market every season for its broad portfolio of more than 13,000 products. This helps adidas effectively tell stories for each item and tailor experiences for each consumer.
Video Increases Product Performance
- Manages video delivery to product detail pages (PDPs) and product listing pages (PLPs) to speed time to market and improve the customer experience.
Managing Unpredictable Partner Traffic
- Delivering reliable, performant content syndicated to more than 100 partners whose traffic is unpredictable.
Expanding to New Markets
- Ensured smooth performance and quality delivery of content to support adidas’ recent expansion into Japan.
“We recently went live in Japan, and thanks to Cloudinary, we didn’t have any worry whatsoever about handling the performance and the quality of the delivery.”
—Juan Civeira, Senior Director IT Management at adidas
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