adidas Originals
PSEUDO Research 2021
Welcome to your website.
This confidential, in-house only site has been built for adidas by the agency PSEUDO after carrying out global research for the brand over the summer of 2021.
Interviewing across the 12 key cities for the brand, we talked with local figureheads of culture across streetwear, basketball, skate, activism, gaming and creativity [both the recruit and questions were signed off by the brand]. Alongside these figures, over 60+ Gen Z consumers were interviewed globally, too.
Interviewing online and in-person when the pandemic permitted, we acquired more than 20,000 quotes for the brand. A private instagram introducing each of the gatekeeper respondents has also been put together as part of the research output. [For access, please contact the Consumer Insights team at adidas Originals.]
Housing the key themes from the research, this website also includes supplementary insights to bring those themes further to life throughout. All images, quotes and data are confidential and considered Personal Data which are to be used for internal purposes and reasons only.
In terms of how best to approach this site, it is recommended that you begin with the executive summary, which is a condensed overview of the work in total. From there, each of the key themes from the summary - whether influence, Originality, or Gen Z - is examined in-depth in the insights section.
You can read about what the research means for the brand and what next steps could look like in the Brand Commandments section of the site.
Interviews, articles, podcasts and videos have also been woven into this delivery of work for those looking to delve even deeper. From exploring basketball in China, to understanding how activism plays a part in the strategy — these longer-read pieces are perfect for those moments when you have more time.
For any questions regarding the work, please contact Lee Kromminga at Lee.Kromminga@adidas.com
We hope you find the work useful.
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