Adidas Speaker
Brand research
Adidas' brand vision & mission
Adidas' vision statement is the following: “To be design leaders with a focus on getting the best out of the athletes with performance guaranteed products in the sports market globally.”
They also have a mission statement: "The adidas group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle”. They focus on producing products that give their customers an advantage in what they do.
Let us not forget their slogan: "Impossible is nothing".
Adidas' brand history
1924
Adi Dassler started the ‘Gebrüder Dassler Schuhfabrik’ with his brother and began his mission to provide athletes with the best sports equipment,
After a falling out with his brother, Adi Dassler registered ‘Adi Dassler adidas Sportschuhfabrik’ and registered a shoe with the now famous three stripe design
1949
1954
The German national football team beat the undefeatable Hungarian team while wearing adidas shoes thus turning it into a household name
The Franz Beckenbauer tracksuit model was debuted and became the first piece of apparel for a company known for shoes
1967
1970
Adidas provided the official ball for the 1970 FIFA World Cup for the first time and continues to provide the official ball even to present day
The adidas trefoil logo is presented, once representing performance, the trefoil logo is synonymous with the street style of adidas originals
1972
1978
Adi Dassler died on September 6th and the adidas company is passed to his wife Käthe and her son Horst.
The popularity of the song ‘My Adidas’ by U.S. hip-hop group Run-D.M.C began the first non- athletic promotion with adidas which now partners with artists
1986
1989
Horst Dassler died and the company became a stock corporation. The change in leadership caused questionable decisions leading to near bankruptcy in 1992
Robert Louis-Dreyfus becomes the new CEO of adidas and steered the company back on the growth path with a marketing driven model instead of the previous sales driven model
1993
2000's
In 2001 Herbert Hainer becomes the CEO of adidas. In addition to performance sportswear, adidas introduces a line of sports inspired streetwear making it the first lifestyle segment in the sports industry
Kasper Rorsted takes over as CEO and steers the company towards successes in a digital era building on the ‘Creating the New’ business model which focuses on speed, cities and open source
2016
2021
Adidas releases its new 5 year strategy ‘Own the Game’ which focuses on the consumer-driven opportunities. It balances credibility, experience and sustainability around the consumer
Target market & product portfolio
Adidas main target market group falls within the 20-30 y/o age group who are athletic or passionate about sports. This segment is considered as the strongest consumer market. The company also focuses on targeting and strengthening its brand with the next generation of athletes in the 13-19 y/o age group.
"Adidas is mainly targeting competitive sports based on innovation and technology with adidas Sport Performance. This sub-brand is the multisport specialist. [...] The sub-brands adidas Originals and adidas Sport Style strive to take the brand’s unique heritage and design leadership to capture further potential in the sports lifestyle and fashion market. [...] As part of our market segmentation strategy and to increase our addressable market to the lifestyle and fashion consumer, several sub-labels under the banner of adidas Sport Style were established To increase our appeal to a younger, more price-conscious generation of lifestyle consumers, the adidas NEO label was established to cater specifically to their needs."
Adidas produces footwear (running shoes, soccer shoes, weightlifting shoes, basketball shoes, sandals, sliders, golf shoes, hiking shoes, tennis Shoes, ...), clothing (joggers, leggings and tights, tracksuits, jackets, shirts, sweatshirts, shorts, swimwear,...), accessories (face covers, hats, gloves, bags, belts, balls, shin guards, phone cases, ...). and so on.
Brand values & design language
Important value-descriptive adjectives of the brand are:
Useful - Innovative - Sustainable - Distinguishable - Sporty - Edgy - Dynamic
Comfortable - Quality - Trendy - Variant - Clean - Worldwide - Iconic - Eco-friendly
Adidas products always incorporate either one of these logos or three plain stripes.
Iteration process
Concept Ideation & Exploration
Adidas products always incorporate either one of these logos or three plain stripes. Since Adidas is a sports brand, physical activities and occupations revolving around the worlds of sports & team spirit should be driving the exploration process. So I started sketching
The journey towards dynamism & balance involved angle and line placement interations, scale study, explorations on how to give movement to static forms and surveys among current Adidas consumers.
Form Models
We were tasked to produce foam models of our definitive design.
Concept as a solution
Athletes who work out at home tend to turn their home into a gym. Sometimes it involves more than one room. You got equipment on the patio, a threadmil in the living-room... When performing a rapid series of exercises, no one wants to have to think about carrying around their speaker.
An adidas fan, would love to have 3 speakers that could play music in sync while being in different places around the house!
I mean, talk about convenient!
Further renderings
