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Introducing Adidas Mindful: A Revolutionary Step Towards Sustainable and Conscious Living

Welcome to the world of Adidas Mindful, a new sub-brand of the renowned sportswear giant, Adidas. This digital brochure aims to provide insights into the conception, brand identity, value proposition, and launch tactics of Adidas Mindful, aligning with the latest market trends and consumer expectations (Aaker, 1996). As the world rapidly shifts its focus towards sustainability and well-being, Adidas Mindful embodies these principles, creating a unique space in the market that appeals to conscious and responsible consumers (Kotler & Keller, 2016). We invite you to explore how Adidas Mindful not only complements the existing Adidas brand but also paves the way for the future of the activewear industry, setting new benchmarks for ethical, environmentally friendly practices, and mindfulness in every aspect of the consumer’s life (Porter & Kramer, 2011). Join us on this exciting journey as we unveil the essence of Adidas Mindful!


Rationale behind launching Adidas Mindful

The decision to launch Adidas Mindful as a new sub-brand is anchored in the recognition of two key trends shaping the modern activewear market: the growing emphasis on sustainability and the rising mindfulness movement. Consumers are increasingly adopting environmentally friendly and ethical consumption habits, challenging brands to innovate sustainably (Niinimäki, 2020). Adidas has responded to this demand by expanding its ‘End Plastic Waste’ initiative, incorporating recycled materials in its products (Adidas, 2020). However, launching Adidas Mindful takes this commitment a step further, integrating circular economy principles, and promoting active mindfulness in consumers’ lives (Lewin & Broillet, 2021).

The introduction of a sub-brand allows Adidas to better differentiate its sustainable and responsible product offerings, catering to the needs of consumers who prioritize both ecologically conscious and mindful living choices (Kaufmann et al., 2012). At the same time, Adidas Mindful will contribute to enhancing the image and equity of the main brand, reinforcing its commitment to address environmental and social concerns, and cultivating strong connections with these customer segments (Keller, 2003).


Brand Identity of Adidas Mindful

External Brand Identity
Adidas Mindful’s logo incorporates elements of the iconic Adidas ‘trefoil’ design, modified to represent growth and interconnectedness, signifying the brand’s dedication to sustainable and mindful lifestyles (Olins, 2008). The tagline, “Conscious Motion,” embodies the underlying principles of mindfulness, encouraging consumers to be aware of their choices and actions each day. Typeface and brand colors evoke a feeling of tranquility, with cool shades of green and blue symbolizing nature, well-being, and harmony (Mahnke, 1996).

Internal Brand Identity
Brand culture; Adidas Mindful fosters a collaborative, inclusive work environment that empowers employees to contribute to sustainable strategies and cultivate mindfulness practices in their professional and personal lives (Schein, 2010).
Brand ethos: At its core, Adidas Mindful is committed to promoting responsible consumption, encouraging consumers to adopt conscious choices that minimize environmental impact and contribute to a balanced, meaningful life (Schultz & Hatch, 1996).
Brand personality: Adidas Mindful embodies a caring, responsible, and innovative personality, reflecting its mission to advance both sustainability and mindfulness in the activewear market (Aaker, 1997).
Brand purpose: The primary purpose of Adidas Mindful is to inspire not only functional but also transformative change, dedicating itself to the well-being of individuals, communities, and the planet (Kotler et al., 2019).

Market Positioning
Adidas Mindful positions itself at the intersection of sustainability, mindfulness, and style in the activewear market. The sub-brand targets conscious and aspirational consumers, seeking eco-friendly products that support their physical and mental well-being, while aligning with their values and identity (Kapferer, 2012). By offering a differentiated value proposition, Adidas Mindful aims to become the go-to-choice in the burgeoning niche of mindful and sustainable activewear.


Value Proposition of Adidas Mindful

Adidas Mindful’s value proposition uniquely combines functional and emotional benefits to create an all-encompassing, meaningful offering for conscious consumers (Osterwalder & Pigneur, 2010).

a. Functional benefits: Adidas Mindful products, made using sustainable materials and practices, cater to the performance and style expectations of contemporary consumers without compromising on quality, durability, or aesthetics (De Chernatony, 2006). Furthermore, the sub-brand’s commitment to circular economy principles, such as recyclability and repairability, extends the product lifecycle and offers tangible value to eco-conscious customers (Geissdoerfer et al., 2017).

b. Emotional benefits: Identifying with Adidas Mindful allows consumers to express their values and feel a sense of pride and connection to a like-minded community (Gardner & Levy, 1955). Purchasing Mindful products not only contributes to environmental and personal well-being but also fosters lasting emotional connections, resulting in a more fulfilling, balanced life (Higgins, 2002).

c. Customer journey: Adidas Mindful is dedicated to providing a seamless, engaging customer experience across touchpoints, from discovery and purchase to usage and after-sales support. By integrating mindfulness practices in-store and online, customers can embrace their personal growth journey, accessing workshops, tutorials, and resources to further foster an eco-friendly, mindful lifestyle (Rawson et al., 2013).


Launch Tactics for Adidas Mindful

a. Launch strategies
Behavioural: Utilize data-driven insights to identify and efficiently target the ideal consumer segments (Sharma & Sheth, 2010).
Content marketing: Develop compelling, authentic content showcasing Adidas Mindful’s environmental and social initiatives, providing readers with actionable advice on sustainable living and mindfulness practices (Pulizzi, 2012).
Influencers: Partner with influencers who embody the core values of Adidas Mindful, effectively bridging the gap between the brand, its audience, and the sustainability-minded community (Freberg et al., 2011).
Partnerships: Collaborate with reputable sustainability-focused organizations to promote joint initiatives and wider reach (Varadarajan & Cunningham, 1995).

b. Sub-brand management strategy
To ensure long-term success, Adidas Mindful will continuously monitor market trends, adapt its product offerings, and engage in open dialogues with stakeholders. Additionally, the brand will consistently evaluate the environmental impact of its operations, aiming for continuous improvements in sustainable practices and ongoing communication with customers regarding its achievements and future goals (Hatch & Schultz, 2001)


Conclusion

As we embark on this exciting journey, Adidas Mindful is set to revolutionize the activewear market through its commitment to sustainability, mindfulness, and style. By providing a unique value proposition that caters to conscious consumers, this sub-brand will enable individuals to make responsible choices while enjoying exceptional products. Not only is Adidas Mindful a reflection of the brand’s dedication to addressing global challenges, but it also represents the future of the industry as a force for positive change. In the years to come, we envision Adidas Mindful as the epitome of conscious living and eco-friendly innovation, inspiring individuals to embrace a world where physical, mental, and planetary well-being are in perfect harmony.