Adidas is focusing its marketing strategy on digital campaigns, with its global head of digital ecosystem design David Greenfield comparing TV to the fax machine.
The sports brand is currently looking to fend off competition from the likes of Nike and Under Armour, Marketing Week reports.
Mr Greenfield believes digital can "play a big role" in winning back dominance in the sector, as it reaping greater rewards for the company than other platforms.
"If we look at our recent marketing activity for the NMD brand, it was 100 per cent on social," he commented.
"It wasn’t a 30-second TV spot or some slogan, but a digital-only strategy that made us sell out of those shoes in a matter of hours."
Mr Greenfield acknowledged that TV still has a place in its marketing mix. However, he said the same argument could be made about fax machines, yet he is "not about to create a fax machine marketing strategy".
"Digital is the most relevant channel for our audience," he insisted.