adidas
Unlocking the potential of inclusion to drive sustained success with Gen Z and youth culture.
“Conspiracy of Love are key partners on this journey to bring our Purpose to life.”
Vicky L Free, Global Brand Marketing, Adidas
The challenge
In the words of the brand’s own employees, Adidas will not be a growth company if it sells more stuff to the same people. It will not be inclusive if it allows the traditional definitions of “athlete” and “sport” to continue.
The brief
Define how inclusivity could be turned into a Sword for the Adidas brand globally.
The approach
We created a strategic case for inclusivity, focused on helping underserved communities get equal and equitable access to sport around the world, built upon a societal theory of change and impact measurement framework.
Vision and Future Headline
A billion for a billion: Adidas will invest €1 billion to bring one billion new people into sport by 2030.
The impact opportunity
Underserved communities—from women, to people of color, to those with disabilities—often share a key commonality across the board: comparatively lower socio-economic status.
Through this lens, Conspiracy of Love was able to determine a growth and impact case for inclusivity across all markets.
The output included a fixed / flexible / free model to allow local markets to “plug in” different communities within an impact framework
The theory of change identified key interventions from the brand, mapped over four pillars: People, Product, Policy and Promotion
Pillar initiatives were identified (e.g support of the transgender community through sport in the US)
Featured in media
How Adidas is investing in women in sport as never before
Women and LGBTQ+ people play less sport than men, but change is in the air – representing a huge opportunity for sportswear brands, says Adidas SVP of marketing Vicky Free.
By Lucy Maquire, Vogue Business
