adidas

adidas already had one of the most recognised marks in sport—a trefoil carried across decades of athletic history and global culture. What the Asia Pacific retail network needed was a revitalisation language that could honour that heritage while giving 3,278 stores across 18 countries something sharper, more contemporary, and built for the shelf. We kept the trefoil intact as the heritage mother brand—untouched, authoritative—and developed a shoe-shaped three stripes device alongside it as a revitalisation adjunct: a retail-native evolution that translated the brand’s foundational mark into the language of product and place. That system then ran at scale across quarterly catalogues, visual merchandising, store categorisation, and 22 airport retail environments—synchronised across every market from Australia to Japan. Twelve years. 3,278 refurbishments. 18 countries. One consistent brand language, built to perform in every store it entered.