ADIDAS ORIGINALS:
brand strategy for Women’s & Youth categories
Streetwear is a growing category, but increasingly crowded market. How can Adidas Originals draw on its heritage to stay ahead of the game.
APPROACH:
Three sprints to define and evolve the Originals brand, drawing from consumer insights, trend-forecasting & competitor benchmarking. The first focused on women, the second youth, and the third on Originals relationship to the 3-stripes sporting brand.
IMPACT:
Greater strategic clarity for the Originals brand, with tangible takeaways across the full brand ecosystem.
Client.................... Adidas
Agency................. The Upside
Year....................... 2017-19
Type...................... Brand Strategy
Audience definition
