Still, they must show up in the right way.
Reddit’s value lies in siloed, topic-driven communities (subreddits), where users gather around shared interests. Conversations are authentic and rarely driven by influencers, but because posts aren’t easily tracked via public hashtags – and content circulates through deep-linking or internal cross-posting – it’s much harder to monitor without purpose-built tools. To tackle this, in June 2025 Reddit launched Community Intelligence and Insights, an AI-powered platform that analyses its discussion data to surface trends and audience sentiment.
New Balance tapped into this for the UK launch of its Fresh Foam sneaker. Working with media planning and buying agency Mediahub, the brand targeted Reddit’s highly engaged men’s running communities using conversation placements, category takeovers, in-feed video and carousel ads. This full-funnel media mix allowed the brand to speak directly to both casual joggers and dedicated runners inside niche subreddits at scale. According to Reddit, the campaign drove a 52 per cent lift in ad awareness — above typical benchmarks.
Adidas also connected with Reddit’s user base through a campaign centered on technical storytelling. It took over relevant communities with an expert-led AMA (Ask Me Anything) featuring Stephan Scholten, global director of footwear at Adidas. This activation showcased the design and construction of the new 4DFWD shoe — highlighting its innovative materials and performance benefits. By tapping into Redditors’ preference for substance over hype, the campaign resonated with both sneaker enthusiasts and performance-driven athletes. It boosted awareness of the Adidas 4DFWD among male Redditors by 31 per cent, according to the platform.
The key is to provide value at the stage where Reddit is strongest: the research and decision-making phase of the shopping funnel. “If you’re a menswear brand, you could be part of conversations around the best white T-shirts or low-profile trainers,” says Stylus’s Corser.
“Positioned correctly, a brand can become an integral part of a Reddit-shaped shopping journey.”
There’s growing potential for luxury brands too, particularly in categories like watches, tailoring and designer fashion — each with dedicated, passionate subreddits where users actively seek recommendations and share in-depth knowledge, says Lore.
For brands unsure where to begin, Oxford recommends a low-lift, insight-led approach. “There’s a myth that you need a dedicated Reddit community manager or to dive headfirst into organic engagement,” she says. “But you can start small. Use Reddit Insights to see where your brand is being discussed and by whom, so you can shape your strategy. Repurpose existing content. Test a few headlines in Reddit’s native tone. It’s about learning the language of the platform before speaking it fluently.”
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