By Seb Joseph

Faced with the challenges of keeping its cool amid mass exposure, Adidas Originals has retooled its measurement strategy to successfully commercialise its brand purpose and retain its authenticity.

Adidas Originals has come a long way since its birth in 2001, now responsible for the bulk of the company’s lifestyle business and boasting a social media army of more than 30 million fans worldwide.

Yet this meteoric rise from niche youth culture voice to prominent sportswear player is not without its commercial challenge. Speaking at The Drum’s Digital Convergence conference earlier this week (25 February), Alexander Matt, senior director of global brand communications Read full story ›

Source: The Drum