Deconstructing adidas Running: How a Fitness Giant Converts 300K Users a Month

Mastering the First Mile: Onboarding & Personalization

Adidas Running understands that the first interaction is crucial. They employ a comprehensive, multi-step onboarding process (9 steps, according to available data) designed to personalize the experience and gather essential permissions early on.

The journey starts with standard account creation: First Name, Last Name, Email, and Password. Notably, they include a password strength indicator with clear requirements (min. 8 chars, uppercase, lowercase, number, special character) – a small but vital detail for security perception. Gender, location, and birthdate follow, allowing for demographic segmentation and personalized content later.

Permission requests are strategically placed. The app asks for cross-app tracking permission upfront, framing it for personalized ads. Crucially, permissions vital for core functionality like Motion & Fitness (step tracking, auto-pause) and Precise Location (route tracking) are requested within context, explaining why they're needed. This transparency builds trust. 🙏

Personalization deepens immediately. Users input height and weight for accurate calorie calculation and select their current activity level ("I'm just starting out," etc.). This isn't just data collection; it's about making the user feel understood and setting realistic expectations from the get-go. Goal setting is also integrated early, allowing users to define their preferred activity (Running, Walking, Hiking, Cycling), timeframe (Per Day, Week, Month), and goal type (Activity count or Duration). Even connecting a watch is presented as an optional enhancement, not a barrier.

The Conversion Engine: Free Trial & Soft Paywall

Adidas Running employs a classic Free Trial soft paywall strategy. After the initial setup and personalization but before users dive deep into tracking, they present a premium offer: Get 1 Week of Premium on Us.

This placement is clever. Users have already invested time and provided personal data, making them more receptive to unlocking the app's full potential. The offer focuses on trying all features, implying the free version is good, but premium is better. The transition involves a standard "Contacting App Store" prompt, indicating a smooth in-app purchase flow. While it's a soft paywall (meaning free use is possible), the premium benefits are positioned attractively early on.

Building the Core Loop: Tracking, Features & UX

The core activity tracking screen is clean and functional, displaying essential metrics like Distance, Calories, Average Pace, and a live map. It’s exactly what users expect. 🗺️

Where adidas excels is integrating adjacent experiences. The app prompts for Apple Music access, recognizing that music is integral to many runners' routines. Users can seamlessly select playlists or albums directly within the tracking interface. 🎶

Beyond basic tracking, adidas layers value-added features:

• Story Running: Integrations like the "Run Mindfully" sessions with Calm offer guided experiences, blending fitness with wellness trends. This adds a premium feel and differentiation. 🧘‍♀️
• Training Plans: Structured plans like the "Beginner 5K" cater to specific goals, adapting to the user's declared level and providing a clear path forward. 🏆
• Detailed Post-Activity Logging: Users can add how they felt (Awesome, Good, SoSo), log the shoes they wore, add notes, and even attach photos. This turns a simple run log into a richer personal diary.

The shoe tracking feature is particularly insightful. Users can add specific models (like the adidas 4DFWD 3 W shown), nickname them, add size/color, and track mileage. The app even advises retiring shoes after a certain distance (e.g., 315 miles), adding a layer of practical advice and subtly encouraging gear upgrades within the adidas ecosystem. 👟 Camera and photo library permissions are requested contextually when the user tries to add a photo, offering granular control (Limit Access vs. Allow Full Access).

Driving Long-Term Stickiness: Engagement & Retention

Adidas Running knows that a single run isn't enough. They weave in multiple mechanics to foster habit formation and community:

• Streaks: Celebrating milestones like a "1 WEEK STREAK" provides positive reinforcement and encourages consistency. 🔥
• Leaderboards & Challenges: Tapping into competitive spirit, users can check their rank and participate in global or community challenges (like the "Your Monthly 50 KM"). This fosters engagement and a sense of belonging.
• Badges & Records: Milestones like "Starting Line" (1 activity) or "Most Calories Burned" provide tangible achievements and track personal bests.
• adiClub Integration: The app is deeply tied into the broader adidas membership program. Users earn points (e.g., 50 level points shown), level up, and unlock rewards, creating a powerful incentive loop that transcends the app itself.
• Social Features: Users can follow others, share activities (with options for Facebook/Instagram Stories), join groups, and comment on activities. The "Email Address Not Confirmed" prompt subtly pushes users towards full profile activation.
• Custom Notifications: Granular control over push notifications allows users to tailor alerts for news, offers, and community updates, reducing annoyance and increasing relevance.

Hidden Levers & Final Thoughts

Adidas Running leverages its long history (since 2009) and consistent updates (last noted in 2024) to deliver a polished, feature-rich experience.

The seemingly long onboarding flow is a calculated investment in personalization and permission gathering. By front-loading this, the app ensures it has the data and access needed to deliver value immediately. The soft paywall finds a balance, offering a solid free experience while making premium features feel like a desirable upgrade.

The deep integration with adiClub, hardware (watches), and third-party services (Calm, Apple Music) transforms the app from a simple run tracker into a central hub for an athlete's lifestyle. It’s a masterclass in building an ecosystem, not just an app.

Dissecting apps like adidas Running reveals the intricate strategies behind sustained success. Understanding these patterns—how onboarding flows are structured, when paywalls appear, how engagement loops are built—is critical for anyone looking to build or grow a mobile application. The $50k monthly revenue doesn't just happen; it's engineered. ✨