The Director Studio’s Post

#BaggiBites Stage 12 Here's what caught my eyes and ears over the past week in the world of #brands and beyond... We kick-off with positioning, storytelling and a distinctive identity, all tied together perfectly - adidas originals pays homage to those that have continued to transport its iconic signifier – the Trefoil – to the forefront of culture, over and over again, with a new global brand platform: “We Gave the World an Original. You Gave Us a Thousand Back.” Brought to life through three awesome films, the first directed by Daniel Wolfe, featuring a classic track by Giorgio Moroder https://lnkd.in/en-Ja-nq For the sake of balance, I loved Sir John Hegarty's post on Nike, the world's most valuable sportswear brand featuring the views of Greg Hoffman: https://lnkd.in/e56M2FE8 book Emotion by Design: Creative Leadership Lessons from a Life at Nike is essential reading. Thanks to the Design Business Association (DBA) for organising a superb event featuring Dr. Leyla Acaroglu and her inspirational thoughts on how design can help create a circular economy. What passion and energy - its infectious! Head over here for the tools to take action...https://lnkd.in/eb7UY-2e I've got two #legends this week - again for the sake of (not new) balance. Bill Bowerman's iconic Nike Waffle Shoe vs the Adidas Gazelle. Which would you choose? Quote of the Week: “Our stories are not about extraordinary business plans or financial manipulations. They're about people getting things done”. Nelson Farris, Sr Director and Nike's longest serving employee. #storytelling #brandidentity

Reposted from Kate Young: Adidas’ new ‘Superstar’ ad takes a moment to explore the brand’s timelessness, taking only 60 seconds of pure nostalgia to remind us how many moments we’ve all shared with the Superstar trainer over the past 50 years.    That’s always been the magic of Adidas, though: they’ve always had a knack for capitalising off their long history. Johannes Leonardo do a truly bang up job on this ad, using the tagline, “We gave the world an original, you gave us a thousand back”, and in doing so centering the millions of Adidas wearers across the globe that have turned the sports brand into the industry and cultural icon it is today.    It also speaks to Adidas’ long history of always advertising with their finger on the pulse of what’s current, and what’s never stopped being current. I remember back in 2004 when Nike were more or less smashing Adidas in every sense. Then came Adidas’ ‘Impossible is Nothing’ ad, fronted by a de-aged Adidas icon Muhammad Ali alongside other athletes, and showing Adidas’ determination to keep up with their competitors and resecure their place in the culture.   That said, my personal favourite is and always has been their 2010 ‘House Party’ ad, an effort that sported a star-studded roster of names such as David Beckham, Missy Elliott, and Katy Perry, and showing how Adidas has managed to subvert their sports beginnings and create a brand that remains relevant in so many different mediums and subcultures. #Adidas #JohannesLeonardo // adidas

Even though I lazed about on the couch all day, I feel athletic… It’s all thanks to brand archetypes. Here’s why 👇 I was wearing my Adidas running pants, and Adidas was made for heroes. All their marketing says so. When I think of Adidas, I think of physically fit people, always ready to perform some athletic feat. So even if I’m lazing about, by wearing my Adidas running pants, I think I COULD get up at any minute to go for a run. Wearing those pants reminds me that there’s a runner within me. And that’s intentional. Adidas embodies the Hero archetype, meaning that their branding calls out to the heroes within all of us. In one of its ads, Adidas tells its audience to “never follow,” reminding us that we’re strong enough to lead, to go our own way. Their ad, “This is not just about run-ning” tells us that running is an expression of a more lofty goal: self-growth. So even though I’m just lazing about on the couch, my Adidas remind me that I’m still a hero, capable of so much, even if I spend the day watching reruns of “Schitt’s Creek.” #herobrand #brandmarketing #brandarchetype

I love everything about Anthony Edward’s new sneaker launch! In a world where having your sneaker line is dying, marketing and branding become effective when it is personable. Adidas focuses on Edward’s personality, swagger, and demeanor, which bring his shoes to life. I definitely felt Ant throughout the post. He is already a “dog” on the basketball court, so seeing this campaign come out really does wonder for potential buyers to look his way in getting his shoes. P.S. This is probably one of the recent best basketball sneaker launches. The color palette, the blend of materials, and even the outfits bring some throwback and nostalgic vibe that I believe Adidas is trying to insinuate. Old School Work Ethic with New School Vibe. Believe that. #adidas #marketing #design #branding #ae1 #believethat #sneakercomplex

Authenticity 500 Index #15 adidas Rooted in heritage and driven by a relentless pursuit of excellence, Adidas stands as a true embodiment of brand authenticity. From its humble origins as a shoemaker's workshop in Germany, the company's commitment to pushing cultural and performance boundaries is palpable. The iconic Three Stripes logo not only symbolizes quality but also represents a powerful connection between sport and positive life transformations. This connection is vividly illustrated through initiatives like the "Run for the Oceans" campaign, where Adidas intertwines environmental consciousness with athletic passion. With each stride it takes, Adidas exemplifies genuine authenticity by fusing its storied legacy with a forward-looking approach that shapes both sport and society. FROM FOUNDER "People may call me the father of the modern sports industry, but all I am is an athlete that saw a benefit to improving equipment." - Adolf Dassler FROM OUR COMMUNITY "They have held true to their brand of multicultural diversity without divisive messaging. They are urban fashion sportswear that appeals to all cultures without pointing out culture. And yet still hold their traditional sportswear line top of mind for athletic performance. They have mastered the ability to make the consumer (of all ages & nationalities) feel that their product is for them." - Roxanne A. “They have endured the natural selection of entire generations. They still stand tall as a brand. They are open to innovation and they build with trust.” → Share Your Thoughts #authenticity500 #brandauthenticityindex #adidas

HEY JUDE... DONT MAKE IT BAD... Adidas certainly didnt. At Into the Light we talk constantly about "creating [CLARITY] and [DISTINCTION] for brands"... DISTINCTION: This is what Byron Sharp famously termed PHYSICAL AVAILABILITY. This is all about creating standout & disruption through the use of distinctive brand assets... CLARITY: This is what Sharp famously termed MENTAL AVAILABILITY... This is all about creating an emotional connection with consumers and therefore making your brand more "sticky" in peoples minds. Adidas, through their latest campaign, set to the timeless classic "Hey Jude," epitomises how clarity can be achieved through emotion. The ad doesn't just sell a product; it tells a story of resilience and hope, positioning Adidas as more than just a range of clothing. As a source of motivation and support. This clarity helps to make the brand more memorable/sticky and also more meaningful to consumers.. All they need to do next, is make their brand stand out and disrupt in store... Oh yes... the 3 stripes! Good job. View the full ad here... https://lnkd.in/ejZh2r69 & Spotted also on the Liverpool media wall... Talk about right place, right time! #clarityanddistinction #brandstorytelling #brandagency #packagingdesign

Nostalgia meets innovation: 30 Years of predators This week the S&M spotlight goes to Adidas’s 90s/2000s style advert featuring Jude Bellingham for the new adaption of the Predators. ⚽ 🔥 The concept of scientists in the lab cooking up these game-changing shoes that make anyone score goals is just genius! 🧪👟 And of course, the storyline of Bellingham stealing the shoes, taking them to Madrid, and performing like a superstar is the stuff of dreams. ⚡️🌟 Adidas really knows how to tap into the community's yearning for nostalgia while staying relevant to the newer generation. It's a perfect blend of honouring the past and moving with the times. 👏🔝 We also love how Adidas gave back to the community by offering some of these boots at £19.94 (paying homage to the year predators first released) and even having Jurienn Timber sign some of them! The hype around these boots is real, with them being sold out all across the UK less than a week after launch. 🚀🔥 The advert Is like a trip down memory lane, reminding us of the magic and excitement we felt when we first got into football boots. 🕺💥 It's amazing to see brands like Adidas creating such engaging campaigns that resonate with fans on multiple levels. Can't wait to see what they come up with next! 🌟 Shout out to adidas, DENT Studio, The Midnight Club and everyone involved! #AdidasPredatorElite2024 #NostalgiaMeetsInnovation #adidas

🔥 Just in time for the NBA season, adidas has unleashed a bold marketing move with the Anthony Edwards signature shoe, the AE 1's! 🔥 Their latest ad is a shot fired at rival signature shoes, taking aim at stars like Lamelo Ball, Ja Morant, Luke Doncic, and even LeBron James. But there's more to this story than just sneaker rivalry. Creating such a video wasn't without its hurdles. Adidas had to ensure their claims were rock-solid and not misleading. The key question: Is comparative advertising legal? The short answer is "yes," as long as the claims are well-founded and truthful. This campaign not only showcases the competitive spirit in the basketball world but also sets adidas apart in the marketing game. With more brands signing top athletes and dropping new kicks, this strategy is a slam dunk. 🏀 Now, the burning question is: Will other brands step up and respond in their own creative ways? 👀 Let's keep our eyes on the court and see how this sneaker showdown unfolds. What are your thoughts on this strategy? 👟💥 #AdidasAE1 #SneakerRivalry #MarketingGameChanger #SportsMarketing #SportsBusiness Video credit: adidas

⚽ Have Nike and the FA dropped the ball with this one❓(Pun intended 😊) With all the good will in the world, Nike have altered St. George's cross on the new England football kit to 'unite and inspire'. It's caused a lot of upset for certain people, with the feeling that the change is an insult or a slight on the history, meaning and cultural heritage of the country. To them the symbol is sacred...to be untouched. 👉 On a personal level, it doesn't bother me. I'm patriotic to a degree, as we all probably are, but my feelings around my patriotism aren't nearly strong enough that this would upset me. That said...I get it... When adidas changed the Manchester United emblem on the third kit to a solitary red devil it didn't sit right with me. Whilst there's an affinity to the club in the new symbol, the official emblem represents far too much to so many. With an emotional connection so strong with the club, the new symbol feels like an imposter. ✅ Let's bring this to a lesson we can learn in design... When we're designing products for other people, it's extremely important to be empathetic. You design for others. Not only do you have to take into account, the functionality, the form and the fit of a product, but also how it makes people feel. To do that, you have to truly understand the end consumer. In the case of the Nike England shirt, I fear whilst with good intentions, they've not quite understood the brief. ⚽ Have Nike and the FA dropped the ball with this one❓ Let me know your thoughts in the comments. ____ 𝗠𝗶𝗰𝗵𝗮𝗲𝗹 𝗛𝗶𝗻𝗰𝗵𝗹𝗶𝗳𝗳𝗲 Backpack Specialist, helping brands create outstanding products that last! Hit the 🔔 to follow for more posts like this! #OutdoorIndustry #SportsIndustry #ProductDesign #IndustrialDesign #EmotionalDesign