Why adidas wants to be a “brand in beta”

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

For adidas, the brand playbook is constantly revised and refreshed – the very opposite of a month-in, month-out boiler-plate program for developing, launching, and promoting products.

“We firmly believe this idea that we are a ‘brand in beta’. We are never finished,” Paul Gaudio, Global Creative Director at adidas, told an audience at the 2017 Cannes Lions International Festival of Creativity.

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