ADIDAS Field Coach: How to reinvent the Sales Force ?

The Sportswear Revolution among Gen Z

Since 2022, enthusiasm for sport and sportswear, amplified by the pandemic, has continued to grow in France. The return to normal life has re-energised physical retail stores, once again making them a key space for the customer experience.

Generation Z (18–30 years old), hyper-connected and eager for novelty, no longer sees the store solely as a place of purchase but also as a source of inspiration and a social space. To attract this audience, brands must re-enchant their retail environments and deliver an immersive, high-value experience.

The Sportswear Revolution among Gen Z

To meet this evolution, Adidas launched the ADIDAS FIELD COACH programme, a disruptive initiative in commercial outsourcing that combines sales force and merchandising.

This model relies on a hybrid team of “sector managers – merchandisers”, capable of adapting both to evolving consumer expectations and to the specific requirements of each point of sale.
With the support of TechSell, a recognised expert in lifestyle, sports retail, and data-driven merchandising, Adidas optimises its retail strategy by aligning sell-in and sell-out objectives through a personalised approach for each store.

An Integrated and Differentiating Commercial Experience

By merging a specialised sales force, visual merchandising, and data insights, the ADIDAS FIELD COACH programme is redefining the standards of commercial outsourcing.
Its innovative approach to recruitment and digital training strengthens field efficiency and empowers teams to reach new levels of performance.

By combining the strategic power of an agile sales force with the emotional impact of merchandising, Adidas and TechSell are creating a unique, integrated, and sustainable experience designed to capture Generation Z and inspire a new era of sportswear.