case studies
adidas | GSW | Benjamin Moore | Advocis | Coretec | Naylor | Oxford Properties
adidas
Sport is about excelling as an individual. About working together as a team. Sport celebrates and advances the ideals of fairness, competition and excellence. Sport means different things to different people. But there is one thing common to all: Passion.
- adidas annual report 2002
In the face of Nike’s ‘just do it’ campaign, Brand Coach worked with adidas to further the positioning of reaching towards the higher ideals of sport – celebrating competition and accomplishment on a personal level – and together regenerated the three stripes concept for adidas.
This visual element was consistent across all advertising, promotion, internal and external communication and even in the new building. The regeneration of the three stripes brand was reflected in the architecture, designed to live the brand. A track through the center of the building, and a boardroom storefront supported the adidas message. Consistent use of the three stripes through all communications and retailer-specific promotion made adidas the fastest growing athletic brand at that time.