It was just a year ago when the Adidas brand was looking like a has-been as Nike and Under Armour took center stage. Not anymore. Adidas is running fast, posting double-digit growth quarter after quarter, outpacing the growth of both brands with its Free Range appeal to Lords and Hackers. Lords are trading on the currency of non-stop Adidas news and cultural relevancy while Hackers can get their creativity on and make their own version of the brand.
“The other brands are very traditional in how they tell their story,” says North America President Mark King. “We are deeply engaged in society and culture and bring that together in performance and style. That’s why this brand has become cool almost overnight.”
Free Range Brands know that creating Lovers is not about hawking product, but linking product values to audience values.