We've seen your category from both sides.
WITHIN x Nike
When the world's largest athletic brand, Nike, needed to own its direct relationship with the consumer, they turned to WITHIN.
In 2018, Nike was losing ground and operating with a fragmented agency model. WITHIN entered through a single campaign, the Air Max 270 launch. Within months, Nike consolidated 100% of its North American digital performance marketing under WITHIN.
From 2018 to 2022, we helped redesign Nike’s agency framework, built the measurement infrastructure connecting brand investment to DTC outcomes, and supported LTV-driven strategy across Nike’s digital ecosystem.
During that period, Nike Direct revenue grew 80%, reaching 40% of total business, and achieved its FY23 digital penetration goals more than two years ahead of plan.
Our engagement concluded in 2022, ahead of Nike’s broader media consolidation. Since then, Nike has spoken openly about the tradeoffs of pushing DTC too far. We were there during the period of disciplined growth, and understand the importance of balancing DTC expansion with the broader retail ecosystem.
WITHIN x Foot Locker
When Foot Locker needed to rebalance its brand portfolio and recover incremental revenue from a Nike-dominated mix, they turned to WITHIN.
In 2024, Foot Locker, Inc. named WITHIN its North American media AOR, across Foot Locker, Champs Sports, and Kids Foot Locker. We were hired to execute the media strategy behind Lace Up, the growth plan Foot Locker laid out in 2023 to re-accelerate the business.
We run strategy, planning, and buying across every paid channel. We build and iterate the creative that runs in those channels. And we operate the measurement framework that tells Foot Locker what’s working. All of it as one team, under one P&L, coordinated with the retail calendar driving the business.
The result: Incremental revenue lifted 268%. Incremental ROAS lifted 39%. And Foot Locker has increased their investment in the program by 165%, the clearest possible vote of confidence in what the program is delivering.
What Makes WITHIN Different
Three things no one else in this review can bring to the table on day one.
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Four Years With Nike Four Years With Nike
Running performance media for Nike over four years gave us deep experience navigating the scale, seasonality, and retail complexity that define the athletic category.
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adidas Consumer Insight adidas Consumer Insight
We understand how adidas consumers behave across the path to purchase, from initial interest through retail and digital conversion. That understanding leads to better acquisition and stronger growth.
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Independent, With Enterprise Scale Independent, With Enterprise Scale
We combine the speed and flexibility of an independent agency with the scale and experience required to support complex, global brands.
One Integrated Team. Built For adidas.
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Custom Strategy Built for adidasadidas isn’t solving a standard media challenge. WITHIN would build a strategy around your specific priorities in 2026, from North America growth to balancing DTC and wholesale in a high-investment, high-scrutiny environment.
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North America Performance ExecutionNorth America is a key growth focus for adidas. WITHIN brings proven regional expertise across brand and performance, with the ability to plan, launch, and scale campaigns for major moments like the 2026 World Cup.
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Balancing DTC & WholesaleThe next phase of growth isn’t just expanding DTC. It’s doing so without weakening wholesale relationships. WITHIN understands both sides, with experience supporting Nike’s DTC growth and Foot Locker’s retail performance.
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Incrementality-Based BudgetingAt adidas's scale, the question isn’t average ROAS. It’s what each additional dollar contributes to the business. WITHIN plans budgets around incrementality, ensuring investment decisions reflect true impact, not blended averages.
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Cross-Channel Measurement & Attributionadidas operates across DTC, wholesale, marketplaces, and emerging channels, making it harder to see what’s driving performance. WITHIN brings clarity through media mix modeling, attribution, and lift testing.
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AI-Powered Planning & OptimizationEvery agency says they use AI. WITHIN applies AI to planning, forecasting, and budget allocation, helping teams make faster, more informed decisions across media investment and channel strategy.
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Full-Funnel Media ExecutionMost agencies define “full-funnel” as digital. We cover the full ecosystem including search, social, programmatic, CTV, retail media, affiliate, influencer, lifecycle, SEO, Amazon, and more so adidas can reach their consumers wherever they are.
WITHIN x adidas
Let's get a call on the calendar.
Book time with our CEO and team to walk through how we’d approach adidas. We’ll cover our capabilities, the relevant work we’ve done with Nike and Foot Locker, and what we’d bring to the review.
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We are drawn to WITHIN's integrated operating model, deep category experience, and their focus on data and real-time optimizations. WITHIN has been the perfect partner to help realize our plans for growth.Katarina BrownVice President of Digital Marketing & Media
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In North America, Q4 revenue declined 46% on a currency-neutral basis. However, Nike Digital grew 80% and the Nike App grew triple digits and now represents 30% of our North America Digital business. Women’s full-price apparel grew 200% and was powered by strong new member growth with women representing over half of new member acquisition in the quarter.Matt FriendChief Financial Officer
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I love working with the entire WITHIN team. They truly feel like an extension of our team and not an external partner. They work fast and efficient, are thoughtful in their responses, and I never question their commitment to driving the business.Ben SchumacherDirector, Integrated Media
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"I thoroughly enjoy working with my contacts at WITHIN, I think they are a hard working group with innovative ideas and have our best interests in mind when providing optimizations. I look forward to the future with WITHIN!Kody BenedictAssociate Manager of Paid Social & Programmatic
