Adidas on redefining influencer marketing through dark social

Adidas is hoping to change the face of influencer marketing with the launch of Tango Squads, communities of hyper-connected football obsessives operating on direct messaging apps such as Facebook Messenger, WhatsApp and Line.Named after one of Adidas’ first footballs, the Tango Squads are groups of socially savvy 16-19-year-old football content creators living in 15 key cities worldwide. While the squads are between 100 and 250 people, Adidas hopes to reach a maximum of 500 members p