A clever use of Participation will be through social media. Participation requires brand responses and engagement on at least the major social medias like facebook, twitter, instagram and snapchat. Adidas usage of theme/ hashtag and creative influencer campaigns on social media are the primary reasons to why consumers, most especially millennial perceive Adidas as fresh, modern, inclusive, and even personable. The campaign on Twitter allowed consumers “to have their own likeness made up in the green and white of the Stan Smith tongue artwork,” making consumers feel as though they were part of the story and the campaign.