How a heritage brand stays relevant: Adidas on reaching influencers, sparking conversations and creating culture

This event report looks at how sports brand Adidas has evolved its marketing strategy to maintain its relevance with successive generations.

How a heritage brand stays relevant: Adidas on reaching influencers, sparking conversations and creating culture

Lena RolandWarc

Some long-standing brands may have a moment in the limelight before falling out of fashion. It's a challenge to not only keep such a brand in in the spotlight but also to attract a new generation of users while keeping the existing ones.

At Digital Convergence, an event organised by The Drum in London in February 2015, Alexander Matt, senior director global brand communications at Adidas, explained how the sportswear brand has evolved its marketing strategy to stay relevant and appeal...

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