Telling a More Inclusive Story in Sport, with adidas
Turning inclusivity into a strategy for growth and impact.
adidas
Inclusive growth strategy
Brand purpose & storytelling
adidas had a genuine commitment to inclusivity, but a commitment without a strategy is just a statement. They partnered with Conspiracy of Love to turn inclusivity into a commercial opportunity, reaching the billion athletes the sports industry had historically left behind.
Making equal play a game changer.
We developed “Equal Play for 1 Billion by 2030” — an impact framework rooted in a theory of change and a rigorous business case. We also created a fixed, flexible, and free model that enabled local markets to connect their communities to a shared global strategy across four pillars: People, Product, Policy, and Promotion.
Inclusion drives performance.
The results went straight to the bottom line. Women's athletic footwear grew 25% for adidas in 2021, outpacing men's growth by nearly ten percentage points. The work helped unlock inclusive product innovations and fuel the “Impossible Is Nothing” campaign, re-engaging female consumers with the brand at scale.
“Conspiracy of Love are key partners on this journey to bring our purpose to life.”
— Vicky L. Free, SVP, Adidas