adidas Runners is an international community comprising people from different backgrounds and walks of life, united by a desire to become better: better runners, better athletes and, ultimately, better humans. This community is located in over 50 different cities across the globe and encompasses ten’s of thousands of athletes.
The Adidas Runners team approached Global Brand Identity team to explore a brand refresh that would create greater consistency and unite their global community of runners. The previous identity was challenging to use due to the integration of the Badge of Sport, which resulted in instances of double branding on product, as well as legibility concerns when scaled. The resulting refresh capitalizes on the equity found in the adidas 'a' while allowing for global flexibility.