ADIDAS ORIGINALS:

brand strategy for Women’s & Youth categories 


CHALLENGE:
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