Executive Summary

This is the quickest overview of the Research Findings there is. Taken from the Executive Summary deck socialised across the brand, it introduces the key themes of the work in a rather matter-of-fact way...

The Insights section of this site brings more depth to each of the insights below with further commentary, strategic explanations and implications, alongside audience quotes. For what it all means for adidas as a brand, you will also find the PSEUDO Brand Commandments. Navigation to each of those insights is given throughout…

1. The Idea of Originality

In a world where it’s harder than ever to be Original, Originality is the individual.

Without question, and as seen in other research carried out by the Agency, it is the individual which makes something original, the experiences and memories and everything else an individual collects on their journey through life. This is the great differentiator and the ‘thing’ that cannot be mimicked.

When talking about Originality and being Original, there are key traits to consider.

These three key traits are around being brave [fearless, courageous, audacious, bold], being spirited, [experimenting, rule-breaking, remixing, disrupting] and - as we understand - about having ‘soul’ [clarity, purpose, confidence, heritage]. Naturally, these are traits that can translate to the brand, too.

Fuelling Originality is about creating a culture for growth.

Originality without growth is meaningless and non-existent. To play our part in fuelling means rooting ourselves in the culture and using our power to make a difference. We do this by uplifting it while cultivating and nurturing individual and cultural growth. It is about always being ‘a part of’ culture, never ‘apart from’; being appropriate, never appropriating. It is about involving others, uplifting others and inspiring others.

You can read more about originality here in the Insights section of the site.

2. The Idea of Influence

Our audience do not want to be influenced, they want to be inspired.

Redefining the idea of ‘influencer’ inherited from the Millennial generation, Gen Z feel the model is outdated and crass. Indeed, for them - and the Culture Figureheads we spoke to - the current system is seen as ‘broken’. Working with just big names [or just Kanye’s social circle] won’t wash. It’s not that they’re not influenced, and it’s not that we can’t work with big names, but rather, we can’t work with big names alone. Influence without inspiration is empty.

Our Partners must use their power to make a difference and reflect the audience back at them.

Gen Z expects anyone with the power to make a difference to use it. This includes the partners we work with. Alongside this, they want to see versions of themselves reflected back at them. They admire those that rise in the face of adversity; those that are humble, fluid, curious, courageous and experimental. Our partners across the brand must always convey passion rather than polemics and politics. They must always be real and representative.

You can read more about influence here in the Insights section of the site.

3. Introducing Gen Z

Gen Z are taking on the world at its most troubled; they crave a better world and play their own part within that.

As Altruistic, Expectant Activists, they look towards those that inspire change and lead the way in terms of making it, always in positive, proactive ways. They are Fluid, Indie Experimentalists, encouraged by those that are unapologetic and real about their own fluidity, experimenting with ease and freedom. A generation of Brave, Spirited Exponents, they admire those that show bravery and courage; those that are not afraid to be themselves.

Bought up by Gen X, they look upwards in terms of inspiration and admiration too.

Culturally, this is not something we’ve ever seen before. For the first time, we have a generation of kids who genuinely think their parents are cool [and they are]. Gen X - who tend to be the majority of Cultural Figureheads right now - are the Punk Entrepreneurs who set the scene and are now the parents, mentors and bosses of the new generation. This means that, with this admiration in place, Gen Z find reflections of their elders inspirational too. When we think of acts like Stormzy and Skepta [who are Millenials, but with highly Gen X-like traits], it’s no wonder these icons also appeal.

The swapping of information and stories is a two-way deal, Gen Z & Gen X are inspiring each other.

Sharing culture between the two generations is now the norm; a 15-year-old today is playing Certified Lover Boy to his parents while stealing their copy of 36 Chambers, promising to buy their own on vinyl soon. Yet the swapping of knowledge goes both ways; for instance, Gen Z are explaining why pronouns matter to the confused Gen X-er [it’s like refusing to know or use someone’s name, quite simply] and keeping them up to date with social issues. Growing together, this is a bond between generations we’ve never seen before.

For us, and for the Culture, this bonding of Generations has huge implications.

Most trends are in twenty-year cycles, and we’re seeing the same here. What hasn’t occurred in a youth generation before, however, is an admiration and adoption of culture from their elders. Think about it, sneakerheads all over the world are bringing up their children to be true sneakerheads again; the culture is being re-told and re-born. Ensuring there are stories to tell, through involving, inspiring and uplifting the storytellers [the Cultural Figureheads] and their audience [Gen Z] is imperative.

You can read more about the relationship between Gen Z and our bullseye consumer here.

4. The Bullseye Connections

With such a shift in culture, it’s crucial we centre our efforts on the Originals of Culture.

The Originals do not close the gates on anyone, they are literally the ones who maintain the culture; they create it, they nurture it. As figureheads of the culture, it’s about attitude and approach—not about generational cohorts. Our Originals of Culture, therefore, are cross-generational and can be Gen X, Y or Z.

5. The Idea of Inclusivity

Knowing we want to provide possibilities for people, it’s imperative we talk about inclusivity.

As a word, ‘inclusivity’ is one the audience push back on since it inherently implies someone has ‘the power to include’. For our audience, ‘inclusivity’ is about being real, representative [again], democratic and emotional. It is about everyone, not ‘some’. In this way, social responsibility plays a part. We have to ensure we are creating possibilities for those on the margins and those that are misunderstood, too.

You can read more about possibilities for people here in the Insights section of the site.

6. Possibilities for Planet

Being sustainable is not an option for us; it cannot be a marketing ploy, it is expected and it is necessary.

The audience expects us to be sustainable, this is non-negotiable. As one of the biggest brands in the world, they expect us to use our power to make a difference. This includes sharing our learnings [around this rather complex space] with others and using our voice to impact.

Sustainability as a realm is roomy; it is about people as well as planet.

For the audience, sustainability cannot simply be rooted in how we design. Rather, it is how we transport, how we pay, who we employ, how we think - it is everything. Being honest and transparent with the audience - even about what we haven’t figured out yet - also matters. They know no one has all the answers, but they do want us to share what we know and what we’re doing, always.

Sustainable design needs a re-think.

Sustainable design needs to look stylish, it does not need to shout that it’s sustainable. Creating products that consumers love, that are seamlessly sustainable, is powerful. We shouldn’t care whether the consumer knows whether something is sustainable or not, it should just be an inherent offering. For the world, we need to make sustainability seamless.

You can read more about possibilities for planet here in the Insights section of the site.