The Power of Connection
Adidas has consistently celebrated sport as a cultural force rather than simply a competitive pursuit. By naturally connecting sport with music, fashion and community, Adidas has built a brand that makes participation feel inclusive, expressive and enjoyable. This positions Adidas to encourage a neglected demographic to embrace movement through connection rather than performance.
❋ ChallengeHelp women experiencing menopause rediscover movement by making exercise a shared family experience rather than an individual pursuit.
❋ People TruthMovement is rarely an individual behaviour; it is often shaped by the people around us. As younger generations become increasingly engaged in sport and fitness, children can become powerful motivators for their mothers, while active mothers also influence lifelong habits in their children.
❋ Market Truth Women experiencing menopause consistently report lower levels of physical activity, despite exercise being shown to improve both physical and psychological symptoms. Cultural attitudes, limited representation and a lack of targeted campaigns continue to create barriers to participation.
❋ Cultural TruthFamily experiences and shared activities are increasingly valued over individual achievement, creating an opportunity to reposition sport as a way to strengthen relationships across generations.
❋ Brand TruthAdidas has always championed sport as a means of bringing people together. Through its connection with culture, creativity and community, the brand is uniquely positioned to make movement feel accessible, joyful and socially meaningful.
❋ Core Insight The first team we'll ever belong to is our family.
❋ Brand Proposition“The Power of Connection”
*The strategic framework used was inspired by participation in M+C Saatchi Open House 2026.
