Adidas Case Study: Global Athleisure Strategy

Case Studies

Adidas

Positioning

Global Athleisure Collaboration

Two global brands needed a proposition broad enough to engage toddlers, kids and adults, without diluting what made either brand distinctive. Segmentation created the bridge between performance, play and cross-generational appeal.

From first steps to three stripes.

Problem

Two global brands required unified positioning across toddlers, kids and adults.

Approach

Segment-led product direction balancing performance and play.

Outcome

Expanded cross-generational reach and strengthened category authority.

"Harriet found a clear way to balance performance, play and different age groups within one global collaboration. The segmentation gave the range greater relevance without compromising either brand."

Disney

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