Adidas’ dark social experiment is darker than initially thought

Adidas launched its dark social experiments three months ago with ambitious plans, but so far has no “major learnings”, indicating user engagement is harder to track than it initially thought.
Instead, the brand is focusing its attention around on-the-day learning; listening to users, how they tick, what they like what they don’t like, what motivates them, how they are culturally different - and using these learnings to gain a deeper understanding of its key target consume