Creative Positioning: adidas Lifestyle Brand

 

It's not every day that someone says, “Adidas is introducing a new lifestyle brand, can you write the creative positioning?” That was the awesomeness involved in the project below, which included establishing the look for a new line of Running footwear and apparel.
 

STEP 1

Inspiration

 

The character of Ferris Bueller—who embodies youth, rebellion, style, and action—was the perfect muse.

STEP 2

Brand Attributes

 

I distilled the brand into 3 key attributes: Sport, Spirit and Style, as shown in this page from the brand book.

STEP 3

Brand Rules

 

I also established what NOT to do with the brand.

PRE-IDENTITY

Brand Origin

 

Performance technology meets urban style.

STEP 4

First Campaign

 

With approved brand positioning, it was time to bring the brand to life with the first campaign.

 

Parkour was a natural fit for the campaign. The passion for running, urban setting, fashion aesthetic, andeven the rebellious youthful spirit fit perfectly.

 

With this in mind, we decided to cast actual Parkour athletes instead of models (below).

 

© 2017 by Kathleen Grebe. All Rights Reserved.