In a show of solidarity and commitment to change, sportswear brand Adidas has announced it will no longer oppose a trademark application for a logo with the words “Black Lives Matter” and the iconic three-stripes symbol. This news comes after the company initially declined to back a design submitted to the United States Patent and Trademark Office by an artist back in early June, sparking an online conversation about race, equality and corporate activism.
1. Adidas Backs Black Lives Matter Movement
Adidas, a leader in the athletic apparel and sneaker industry, has been vocal in their support of the Black Lives Matter movement. With a powerful message declaring that the fight for Black liberation is not a trend, the apparel giant makes clear that this is about much more than their business; it is about racial justice and equality.
Adidas has also stepped up in tangible ways by investing in Black-owned businesses, creating artwork that celebrates blackness, as well as launching campaigns such as ‘More Than A Race’ and ‘For Every Run’. They have also:
- donated to the NAACP Legal Defense Fund
- donated entire net proceeds from their Black History Month Collection
- committed to spending $120 million to strengthen their inclusivity of the Black community
Adidas has made it clear that their commitment to this cause is long-term and far-reaching. The company is taking active steps to create positive change and end inequality.
2. Showing Support Through ‘Three-Stripes’ Logo Design
The iconic three-stripes adorning many Adidas products has become synonymous with the brand. This simple but powerful symbol was originally envisioned by Adolf Dassler in 1949 and has since become widely recognized all over the world. It’s become a badge of honor for many athletic and streetwear enthusiasts, showing support for the premier brand’s innovative designs.
Adidas continues to incorporate their signature three-stripes into creative and fashionable new iterations. From their globally popular Yeezy season series to their classic tracksuits, no matter the new style, the stripes remain ever-present. Additionally, they also release shoes with special edition colors and logo placements that make a bold fashion statement. Given the notable success of their products and branding, it’s no surprise they continue to construct their signature style.
- Adidas’ iconic three-stripes symbol has been recognized globally since 1949.
- The brand continuously incorporate their signature stripes into fashionable new iterations.
- The success of their products and branding remains ever-present.
3. Contradicting Earlier Claims: U-Turn By Adidas
Adidas has changed its stance on a key environmental issue, contradicting its earlier claims, in what is being dubbed a major ‘U-Turn’ by the giant brand.
Two month’s ago, the brand’s CEO, Kasper Rørsted, rejected calls from a coalition of over 40 organisations to ban neonicotinoid pesticides (‘neonics’) usage in cotton-growing areas. However, in a move to up their sustainability game, Adidas recently announced plans to ‘significantly reduce’ the usage of these pesticides in the near future.
- Adidas set to offer ‘alternative methods’ to cotton-growing
- Move could encourage other companies to abandon neonicotinoid usage
The concession was made shortly after the brand’s cotton-growing supply chain operations in Xinjiang, China, were linked to ethically questionable practices. Adidas is also set to trial alternative methods and technologies for growing cotton in the coming months. This change in stance could have a domino-like effect, encouraging other companies to abandon their neonicotinoid-usage practices.
4. Empowerment Through Empathy: Adidas Makes its Stand
With its recent ad campaign at the 2018 World Cup (“Create The Answer”) and its release of the film “Limitless,” Adidas is leading the charge in creating a culture of empowerment through empathy and understanding. Featuring empowering stories of athletes from everyday background, Adidas’s campaign challenges viewers to believe in themselves and take the chance to be more than just their circumstance.
The ads provided a different kind of narrative for the athletes, one that isn’t just about success, but about overcoming the challenges that come with it. Images of strength and hard work alongside the message that we’re all limitless because of our own intitiative was highlighted throughout the campaign. The film “Limitless” celebrates that notion and richly showcases the different individual stories of athletes through the lens of their respective lives.
- Adidas’s campaign challenges viewers to believe in themselves.
- The ads provided a different kind of narrative for the athletes.
- Adidas’s film “Limitless” celebrates the idea of being limitless.
It’s often said that “achieving greatness requires conviction and problem-solving”, and it looks like Adidas have aplenty of that when it comes to addressing issues that matter most. Their insights into embracing the powerful Black Lives Matter message have us all in awe and have us confidently believing that black lives matter – in EVERY way.
