In the past few years Adidas has no doubt been a source of envy to brand managers everywhere. The group’s hit campaign “Original is Never Finished” is now in its third year running, and just last year they took home a smattering of Lions, including the Grand Prix in Entertainment for Music, for their ‘My Way’ spot.
In a conversation with Adweek editor Lisa Granatstein this past week in Cannes, VP of global communications for adidas Originals & Style Alegra O’Hare shared a few of the secrets behind their success.
Number one on the list — selecting the right team. O’Hare championed the idea of creating a diverse team of people who come from all walks of life. A team who has a broad range of experiences and cultures and a healthy ratio of women to men (hers is 68% women) can help build a stronger pool of ideas.
In fact, Adidas has built a reputation over the years for its ability to be in tune with culture and the evolution of trends — a strategy built by design and one that will help carry them into the future. O’Hare believes it comes down to a brand’s ability to create culture, rather than consuming it. She cites ‘Fearless Girl’ as an example — “the contribution to culture was so massive. It went beyond any campaign, or communication plan or marketing plan… I think those types of brands, regardless of the industry, those are the benchmarks we look at. We really want to contribute to culture and leave a cultural…
