How Adidas’ m-commerce app takes inspiration from Uber to go beyond influencers

Rather than use its mobile app to sell football boots to as many as people as possible, Adidas is only letting those with a special code make purchases, much like the early Uber model where growth comes from consumer referrals.
Going beyond the idea of “influencers” being a single and distinct group of people sits at the heart of what the brand believes could shape the way it launches football boots in the future. Everyone who buys Glitch boots is an influencer in the sense that they