The German brand has accustomed us to ads with sportsmen endorsement. This advertisment is true to the legacy in this way but it is nothing like the usual. Firstly, the sportsmen in the commercial are only talking and not showcasing their sport skills. Also, because in addition to the substantial list of sportsmen from every sport that are involved in the ad, many artistic figures and designers such as Pharrell Williams or Alexander Wang are also featured in it.

-It's not only about sport-

Thus it seems obvious that Adidas widens its impact and doesn't want to only appear as a sporting goods manufacturer. But what are they talking about around that table which reminds us of The Last Supper ? They explain their desire for creation and originality. Originals. A word that should echo to you if you're familiar with the trefoil brand.

Adidas Originals is the lifestyle brand of Adidas AG, a brand which is based on a strong legacy built since 1949. Thus the brand is somehow the older brother of Nike which was created in 1971, and has built his recent success with the same recipe, re-editing models from the archives such as the Adidas Superstar or Gazelle.    

-Evolve through creativity-

However over the past years, the brand with the three stripes has also been more and more focused on creating totally new original models while Nike is more interested in promoting crossovers between its iconic silhouettes, as we can see with its recent Air Max Plus 97. In the meanwhile, Adidas is building new inspiring and succesful brands such as the Crazy, Tubulars, NMDs, Yeezys or Hu collections.

This strategy has proven to be fruitful if we look at the financial results of the firm because in 2016, the Adidas Group's net sales amounted to about 19.29 billion euros with a 14% increase compared to the previous year. Nike was still dominating the market with more than 26,46 billion euros but with only a 5,8% increase in revenues.

-Looking to the future-‍‍‍

And this campaign is the highlight of the new strategy built by Adidas, a brand that wants to be defined by a strong aesthetic that is forward-looking and not anymore as a sport brand.

Adidas is pushing the boundaries of fashion and is doing it its very own way!

written by Antoine Cathelain

Adidas: From Performance to Fashion-forward

      You might have seen the recent promotion campaign launched by Adidas in movie theatres or on social media. It is so different from what we're used to from the brand that it certainly catches the attention. But more than that, this campaign is the culmination of many years of rebranding in line with the new‍‍‍ brand positioning strategy.