“Suddenly, since it was like a really well-known platform, they lost so much organic discoverability — people were looking for that and they were not finding. And at the same time there was such a big drop in conversion because all these people that were looking for Adidas shoes on the app store... would say wait a moment, where's the shoes that I wanted to buy.”

Runtastic → Adidas Running rebrand vaporized ASO and tanked conversion

Adidas renamed Runtastic and destroyed branded-search demand while simultaneously poisoning store conversion — visitors searching 'adidas' expected shoes and bounced. Facebook event volume collapsed too, breaking the entire ad stack. Be very wary of renaming an app whose brand name is doing free acquisition work.