Location
Segment
Theme
articles
Activism & The Strategy
In this article, we look at activism within the context of the strategy, how ‘involve, uplift & inspire’ plays its part and how ‘activism elsewhere’ can be very different to how we understand it in the West.
Find out MoreWestern Brands & China
Earlier this year we spoke to two key PSEUDO partners based in Shanghai about the Chinese market and what to be aware of when it comes to being an international brand operating in China.
Find out MoreBasketball in China
In this article, we take a look at the seemingly never ending growth of basketball in China, the subculture of streetball, and where adidas fits in and what it can do next to make a difference.
Find out MoreGaming & Representation
In this article, we look at the culture of gaming, how the female gamer is treated within the realm and how better representation is being introduced to the sport by brands like RIOT NOIR and EA Sports.
Find out MoreSkate & The Strategy
In this article, we look deeper into how the skate community views adidas skate, what they feel about skate being in the olympics and what they want to see from us as a brand in terms of connecting better to the culture moving forwards…
Find out Moreinterviews
Shukriya, Dubai, Activism
We spoke to Shukriya about the dangers of being an activist in Dubai, the importance of working with people on the ground and the key component of inclusivity.
Find out MoreTom, Shanghai, CC
We spoke to Tom, ex Nike IM and owner of streetwear store ACU in Shanghai about youth culture in China, music, money and where the culture in Shanghai is heading.
Find out MoreSmithe One, Mexico City, CC
We spoke to Marcos as he chatted to us about what it means to be an original, the streetwear scene in Mexico City, and how adidas can better connect there.
Find out MoreAxel, Mexico City, CC
We talked to Axel - founder of Crom Magazine - about all things Mexico, how he uses his own power to make a difference and where he feels adidas can play a part in the Mexican culture.
Find out MoreMarc, Paris, Skate
We spoke to Marc, a skateboarder from Paris, about sustainability, inclusivity, and the culture and community in skating, and what big brands like adidas can do to support it more in the future.
Find out MoreJacob, London, Skate
We spoke to Jacob, editor of Slam blog, about skateboard culture today, inclusivity, and what he thinks adidas need to do.
Find out MoreRajat, Dubai, CC
We spoke to Sole DXB Founder Rajat, about street culture in Dubai, the importance of respecting the partners you work with when you’re a brand and how to involve, inspire and uplift the culture in Dubai.
Find out MoreWafa, Dubai, CE
We spoke to Wafa, a film and television producer from Dubai, about street culture in the UAE, inclusivity, sustainability and what adidas can be doing in Dubai to have a bigger presence there.
Find out MoreSamira, Los Angeles, Gaming
We spoke to Samira about the role fashion and music plays in gaming, how sport ties in, representation in the realm and how we as a brand can better connect.
Find out MoreDorian, Mexico City, CE
We spoke to Dorian Ulises, a photographer from Mexico, about Mexican street culture, inclusivity and diversity, how expectations are changing and what brands should be doing to fall in line.
Find out MoreRio & Beth, London, CC
We spoke to Rio and Beth - founders of women’s sneaker store Pam Pam, in London - about the rise of women in streetwear, brands’ responsibility toward inclusivity, and how adidas can protect and revive their legacy.
Find out MoreDmitry, Moscow, CC
We spoke to Russian Streetwear don Dmitry about the ups and downs of streetwear in Russia, how contemporary brands are behaving [and fucking up] over there, and - of course - adidas connection.
Find out MoreEth, Beijing, CE
We spoke to ETH about Gen Z in China, originality in China, and the importance of brands uplifting and working with the real Originals; artists.
Find out MoreNico, Berlin, CE
We spoke to Nico, an events organiser and brand consultant from Berlin, about inclusivity, sustainability and what adidas can be doing and where in Germany to be more involved in street culture.
Find out MoreYuki Doi, Tokyo, Gaming
We spoke to Yuki Doi, a gamer who runs a community gameroom in Shibuya, about gaming culture, inclusivity, how outside brands can be involved with gaming culture, and to get his very contemporary take on gaming culture and style.
Find out MoreDaria S, Moscow, Activism
We talked to Darya about what it’s like to be an activist in Russia, the future of inclusivity in Russia, and where, when, and how a big brand like adidas can best be involved.
Find out MoreDjali, New York, CE
We spoke to Djali about connecting with the culture in New York, about brands & inclusivity, and about the importance of letting a community speak for themselves.
Find out MoreJonathan, Berlin, Activism
We talked to Berlin based artist and activist Jonathan about inclusivity, sustainability, and how brands can better behave in the realms of activism and activist communities.
Find out MoreWadi, Seoul, CC
We spoke to Seoul-based sneaker YouTuber and CEO of Musinsa Original Lab, Wadi, about what’s going on in the streetwear scene in Seoul, what ‘influence’ there boils down to, and how adidas can better harness inspiration in the city.
Find out MoreCamille, Los Angeles, Activism
We spoke to Camille, a rapper and activist from Los Angeles, about community activism, what role adidas has to play in those communities, its cultural responsibility and maintaining the legacy of adidas in hip hop culture.
Find out MoreJeff, Paris, CC
We talked to Jeff Tealer - founder of leading Parisian streetwear brand, Tealer - about hype, working with local heroes and how better adidas can connect as a brand…
Find out MoreGerald, Los Angeles, Basketball
We spoke to basketball trainer, Gerald, about the state of basketball nowadays, what the future holds and where he thinks adidas needs to be and what moves it should be making next.
Find out MoreMaysam, Dubai, Skate
We caught up with Maysam, soon-to-be founder of an online skate shop, to talk about the skate scene in Dubai, his plans around sustainability and how brands can get involved.
Find out MoreAndrea, Los Angeles, Skate
We sat down and talked to Andrea about the differences in skate culture that she’s seen across the globe, the importance of inclusivity in skate, and what brands can do to genuinely contribute to the community in a way that makes sense for all.
Find out MoreEming, Shanghai, Gaming
We chatted to Eming [lead concept designer at Tencent] about the world of gaming in China, the limits and possibilities for creativity in the industry there, and where he thinks big brands can play a part.
Find out Morecommandments
Commandments 1-3
In this first overview of the Commandments, we reiterate the importance of ‘Using Our Power To Make A Difference’ [PTMAD] across the work, how best to ‘Be Appropriate, Don’t Appropriate’ by working with the Originals of Culture, and what ‘Reflecting Their Mindset’ means in terms of inspiration.
Find out MoreCommandments 4-6
Next, we look at the concept of ‘Be Interested And Interesting’ in terms of story-telling, how we can ‘Be Useful, Everyday’ when it comes to sustainability, and what ‘Have Manners, Be Mindful’ means in the context of representation.
Find out MoreCommandments 7-9
In this final overview of the commandments, we look at how to ‘Evolve, Be Agile’ as a brand and what ‘Be Brave, Do You’ in terms of being an Original, as well as the all-important bookmark to the commandments of ‘Making a Commitment’. Short, sweet, and to the point, it’s the rallying cry of the commandments.
Find out Moreinsights
Originality
This overview looks at how the audience understands Originality, what ‘being an Original’ means and how this translates for the brand.
Find out MoreInfluence & Inspiration
In this insights overview we look deeper into inspiring the audience, the importance of reflecting versions of themselves back at them and what this all means for adidas.
Find out MoreBullseye Consumer
Knowing who we’re talking to, and why, naturally matters. This section of the site presents the key reasons behind our bullseye consumer and how they as an audience can expand our own in-house power to make a difference.
Find out MoreFuelling Possibilities for People
Here we look deeper into how ‘possibilities for people’ actually translates which crucially reframing the idea of ‘inclusivity’ which feels hierarchical to the audience.
Find out MoreFuelling Possibilities for Planet
Here we look at the vast realm of sustainability and the expectations around it, what the audience want and need us to do and the implications when it comes to design.
Find out More