Picture of Sender

Brand Identity
Prism Physique Personality
Sports & Sports Lifestyle Confidence
Three Stripes Creativity

E I
X N
T T
E E
R R
N Relationship Culture N
A Quality & Passion for European A
sports Fitness, Technological
L L
I I
Z Z
A A
T T
I I
O O
N Reflection Self-Image N
Not settle for average We play to win
True sportsmanship Creating the new

Picture of Receiver
Physique

Adidas has its roots in Germany but they are a truly global
company. Every year they produce over 900 million sports and
sports lifestyle products with independent manufacturing partners
worldwide. The logo does not have a specific look. The company
simple placed three black stripes on everything that they
manufactured. Even as new logos took the place of the old ones, the
company would remain loyal to the three stripes look.
Relationship

Every day, they come to work to create and sell the best
sports and fitness products in the world, and to offer the
best service and consumer experience – and to do it all in
a sustainable way. To successfully do that, they focus
entirely on their authentic sports brands as they connect
and engage with their consumers.
Reflection

Everything at Adidas reflects the spirit of their founder Adi

Dassler. His main objective back in those days already was to
make athletes better and still today the consumer is at the heart
of everything the Adidas brand does. Driven by a relentless
pursuit of innovation as well as decades of accumulating
sports science expertise, they cater for all, from elite
professional athletes and teams to any individual who wants to
make sport part of their lives.
Self-Image

We’re all ‘Creating the New’ – because they

believe that, through sport, they have the power
to change lives. ‘Creating the New’ is not only
the attitude that leads us into the future, it is also
the name of their strategic business plan until
the year 2020 to accomplish their mission. At
the core of Creating the New stands their
ambition to further drive top- and bottom-line
growth by significantly increasing brand
desirability.
Culture

At Adidas they have a winning culture. They believe that their

people are the key to the company’s success. They have great
talents in their organization who work with passion for sports
and brands. It is their people that bring their strategy to life and
make the difference in achieving their long-term goals.
Performance, well-being and knowledge of their employees
have a significant impact on brand desire, consumer
satisfaction and, ultimately, their financial performance. So
they need to have great leaders in their company that constantly
develop and inspire their teams and serve as role models for the
leaders of the future. Together with employees and leaders
worldwide they have developed a global framework that clearly
defines the behaviors that are expected of leaders and what great
leadership at Adidas should look like.
Personality

 Confidence allows athletes to make quick decisions on the

field, to reach higher. For them at Adidas confidence means
to acknowledge that they don’t have all the answers. But they
are willing to take risks, they try new things. And if they
fail, then this is part of their learning – it helps them
improve.

 Being the best sports company in the world

takes Creativity. No great athlete succeeds by copying their
predecessors’ training plans and strategies. They have to be
open to new ideas, explore, gain an edge and stand out.
Only then can they succeed.
References

• https://www.adidas-group.com/en/brands/adidas/
• https://www.britannica.com/topic/Adidas-AG
• http://taylorsadidas.blogspot.com/2013/04/history-of-addidas.html
• https://howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-how-it-works/
• https://marketinglessons.in/kapferer-brand-identity-prism-concept-example/