Adidas

Adidas is the largest specialist sportswear manufacturer in Europe and the second largest in the world. The company is driven by its vision to become 'the number one sports brand on the planet and to do so is currently implementing an aggressive global brand development strategy which includes the introduction of a revolutionary new footwear customisation concept called Mi Adidas.

The Brief:

In keeping with the companies aspirations to build closer bonds with customers the Mi Adidas retail proposition allows Adidas brand loyalists the opportunity to design the look of performance footwear to their own personal specifications. 'i-am' were asked to create a unique Mi Adidas brand language and in-store customer experience designed to support the new proposition and designed to communicate its unique benefits.

The Solution:

'i-am' worked in close partnership with the Adidas marketing and product development teams in Germany to develop a clear brand communication strategy and new Mi Adidas visual language. The new sub brand encompassed the generation and expression of the Mi Adidas story, values and product range throughout all branded communications.

The Result:

With the launch of the new fully integrated Mi Adidas brand language and in-store experience the new concept is building a new level of relationship between the consumer and the Adidas brand. 'i-am' are continuing to work closely in partnership with the sportswear giant on their ongoing development programme.