The Evolution of Adidas: 25 Years of Brand + Strategy

Barry Moore, VP of Global Marketing Strategy at Adidas shares insights from his remarkable 25-year journey at the brand, and reveals how the global sports giant maintains its position through strategic marketing frameworks and brand consistency.

In this episode, Dave and Barry talk about:

• Meeting at age 16 as footballers and reconnecting after 30 years
• Landing at Adidas through university connections and strategic networking
• Treating brand loyalty like supporting a football team – no competitive products allowed
• Creating clarity through a global marketing framework that prioritizes 20-30k products
• Building partnerships with athletes that offer product validation, visibility, and brand affinity
• Balancing global consistency with local market adaptation
• Using two logos to separate sports performance from cultural lifestyle products
• Leveraging reactive marketing during sports moments like Jude Bellingham's overhead kick
• Understanding that marketing fundamentals don't change despite new platforms
• Embracing "compound creativity" – the compounding benefits of brand consistency
• Taking a measured approach to AI while exploring its potential applications

The secret to successful marketing isn't complex: define what you're trying to do, decide what success looks like, and focus on consistent execution rather than chasing every trend.

A great episode, one of our favourites so far! We hope you enjoy.

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