Adidas has been on a transformation journey in the last few years, following a period of turbulence as it grappled with the discontinuation of its popular Yeezy line, waning investor confidence and an overreliance on performance marketing.  

Today, the sportswear brand is back on track. Earlier this year, CEO Bjørn Gulden told investors the business had succeeded in building back “brand heat” - thanks to an increase in brand marketing and its new brand platform ‘You Got This’, a clearer brand identity and effective partnerships, to name a few.  

In this edition of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, we get an inside look at Adidas’s brand revival.  

Roy Gardner, vice president of brand activation, shares how reinstating marketing fundamentals and getting to the core of what the brand is – and isn’t - created a full marketing solution, “not a brand comms-led, marcomms-led" answer to turning the business around.  

“It was about coming together and going, what is it that we can do in marketing to essentially reset and regrow this business?” he says.  

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