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Adidas - Global Brand Platform: Here to Create

Reinventing a global sports icon


Adidas was slumping compared to Under Armor and Nike, and needed a category white space to grow.

We found the insight that modern athletes were stepping into their creative identities and using their creativity as their secret weapon.

So we authored Adidas’ new global brand platfrom - Here to Create.

A strategic recasting of the athletic pursuit as a creative expression.

Results

  • Adidas +67%, Nike -4%, UA -57%

  • 14.6% global sales increase since launch

  • Regained no.2 position in the US

  • Now neck and neck with Nike in China

  • Achieved all 5 year KPI’s in less than 3 years





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/ Check out 5 years worth of work and collaboration across many 72andSunny offices, design firms, internal Adidas teams and regional agencies from all over the world in the case study below.









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