CREATING THE NEW

Is adidas’ new business model leaving competitors far behind?

Whether a product fufils its purpose, whether it’s trendy and stylish, and above all whether it has its finger on the pulse of time — these factors are increasingly being decided by the customer in the digital age. It is he who not only discusses and shares brand content with others but meanwhile also creates it himself. But only few brands are able to successfully exploit so-called open source branding for their own purposes. adidas is now taking this concept to the next level, providing consumers with greater influence in the development of products. The clear objective here is to create the ultimate, personalised product for each and every consumer.