Brands are becoming publishers and adidas is a prime example. The adidas Bulgaria NEWS STREAM went live in 2014 and was built based on influencers’ feedback and TheNewsMarket’s ongoing research projects. In 2016 and early 2017, the Bulgaria NEWS STREAM was instrumental in the launch and promotion of the new Speed Of Light, PureBOOST X and Blue Blast PURECONTROL models – with increase in influencers’ engagement, views and downloads – making it a reference site for journalists and other influencers, including fans and consumers. The adidas Bulgaria NEWS STREAM was key in feeding the Bulgarian media with engaging brand content. adidas was able to produce a high volume of related content and, since the launch of the newsroom, the site has seen substantial increases in visits month over month. In July 2016, when the new Speed Of Light model launched, there was a 916% increase in visits compared to the previous month. In August 2016, for the launch of the new PureBOOST X model, there was another increase of 44%. Monthly visits remained steady throughout 2016 and then increased again by 141% in January/February 2017 for the launch of the new Blue Blast PURECONTROL model. Ever since, the adidas Bulgaria NEWS STREAM has continued to maintain a high number of visitors and downloads. In 2017, to date, it has already recorded 105,270 visits – a spectacular increase of 1042% compared to the same period last year. The adidas Bulgaria NEWS STREAM is a success story – being one of the most prominent platforms within the adidas global newsroom environment.