Brand History Analysis

Adidas was founded in 1949 by Adolf "Adi" Dassler. The company is a leading
manufacturer of sportswear and equipment. Adidas is known for its innovative
designs and its association with top athletes.

Words to Describe the Brand

Adidas is a brand that is synonymous with sports. It is a brand that is associated with
performance, innovation, and style. Adidas is also a brand that is known for its bold
and daring designs.

Unique Selling Proposition

Adidas' unique selling proposition is its focus on performance. Adidas products are
designed to help athletes perform at their best. Adidas is also known for its
innovative designs, which help it stay ahead of the competition.

Brand Positioning Statement

Adidas is the brand that helps athletes perform at their best. Adidas is committed to
providing innovative products that help athletes achieve their goals.

Current Image of the Brand

Adidas is a strong brand with a positive image. The brand is associated with
performance, innovation, and style. However, Adidas could improve its image by
being more inclusive and diverse.

Brand Personality Analysis

Adidas is a brand that is:

 Performance-oriented: Adidas is focused on helping athletes perform at their

best.
 Innovative: Adidas is known for its innovative designs and technologies.
 Bold and daring: Adidas is not afraid to take risks with its designs.
 Modern: Adidas is a modern brand that is always looking for new ways to stay
ahead of the competition.
 Inclusive: Adidas is committed to being a more inclusive brand.

Campaign Concepts
Here are three main concept ideas for a rebranding campaign for Adidas:

 "Adidas: The Brand That Empowers Athletes"

This campaign would focus on the power of Adidas to help athletes achieve their
goals. The campaign would feature images and videos of athletes using Adidas
products to perform at their best. The campaign would use a strong call to action,
encouraging people to believe in themselves and to achieve their dreams.

 "Adidas: The Brand of Innovation"

This campaign would focus on Adidas' commitment to innovation. The campaign

would feature images and videos of Adidas' latest products and technologies. The
campaign would use a bold and daring voice, challenging people to think differently
and to push the boundaries of what is possible.

 "Adidas: The Brand for Everyone"

This campaign would focus on Adidas' commitment to inclusivity. The campaign

would feature images and videos of athletes from all walks of life. The campaign
would use a positive and inclusive voice, celebrating the diversity of the human
experience.

Production Brief

The production brief for each of these campaigns would include the following
information:

 Location: The campaign would be shot in a variety of locations, including

sports stadiums, training facilities, and urban areas.
 Styling and makeup: The athletes would be styled in Adidas apparel and
accessories. The makeup would be natural and understated, so that the focus
is on the athletes and their performance.
 Props: The props would be relevant to the sport that is being played. For
example, if the campaign is about basketball, the props could include
basketballs, hoops, and jerseys.
 Mood board: The mood board would be a collection of images and ideas that
capture the look and feel of the campaign. The mood board would be used to
communicate the creative vision to the production team.
 Estimated budget: The estimated budget for each campaign would be $1
million.

I believe that these campaign concepts would be effective in rebranding Adidas.

They are all creative and innovative, and they would help Adidas to connect with a
wider audience. I am confident that these campaigns would be successful in helping
Adidas to achieve its marketing objectives.