adidas: Decode. Recode. Repeat.

Adidas, a sportswear brand, launched a global film that encouraged runners to reinvent running, inspiring runners to take its brand seriously, and purchase its garments in the running segment.

Summary

Adidas running had a few challenges.

The adidas global brand strategy HERE TO CREATE didn't work for running. Their business unit was split into different franchises, each its own campaign expressions. Therefore running was inconsistent and lacked the ability to have one singular brand message. Their tone and approach to communications was seen as superficial and they were not regarded by real runners as an authentic running brand. And they were making some of the best performing running shoes on the planet but real runners would never consider running in them. So, to relaunch the running category through the...

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