Late last Friday, I caught an article link to springwise about Adidas' new iPhone app,Adidas Urban Art Guide to Berlin. This was right after I read a good little post on The Customer Collective about being a great salesman by providing value for your customers, while acknowledging the sale as only the byproduct of the business to consumer relationship.
Needless to say, Adidas recognizes its reputation as an urban brand, and by engaging its customers through their interests, increases its street cred. This is obviously a situation in which taking an indirect route to a sale will benefit a brand and further its influence in the culture within which it is already associated, thereby if not attracting more loyal customers, retaining the ones it already has. Thanks for the great example, Adidas!