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Slide 7: New Sub-Brand Introduction

- Introduction of the new sub-brand idea

Considering the analysis of adidas’ market positioning, customer perception, and emerging trends, the introduction of a new sub-brand, “adidas Mindful” can be proposed. adidas Mindful focuses on combining performance, comfort, and style with mental well-being, mindfulness, and relaxation, resulting in a product line that caters to the growing consumer demand for holistic wellness and self-care.

This sub-brand will target consumers who prioritize mental health and well-being in conjunction with physical fitness, seeking products that support their mindfulness practices, stress relief, and overall wellness.

- Overview of key value-proposition and future positioning

The key value proposition of adidas Mindful revolves around four main aspects:

1. Materials: adidas Mindful products will utilize high-quality, sustainable, and innovative materials designed to enhance mental well-being, such as soft, breathable fabrics, moisture-wicking properties, and stress-relieving textures.

2. Designs: With a focus on soothing colors, unique patterns, and versatile styles, adidas Mindful will offer designs that promote relaxation and mental well-being, suitable for both fitness activities and lounging at home.

3. Technology: By incorporating wearable technology, products within adidas Mindful can help users track and improve their mental health – for example, through heart rate variability monitoring, sleep tracking, or mindfulness activity recommendations.

4. Partnerships: adidas Mindful will collaborate with dedicated organizations and experts in mental health, mindfulness, and wellness to create engaging experiences, content, and educational resources for the growing health-conscious consumer base.

For future positioning, adidas Mindful will be established as the go-to-choice for consumers seeking to combine athletic performance with mental well-being. The sub-brand’s unique offerings and marketing strategy will emphasize the interconnected nature of physical and mental health and offer a distinct value proposition that sets adidas apart from competitors in the sports and athleisure market.

- Integration with trends around technology, social, sustainability, and consumer preferences

Adidas Mindful will integrate with key market trends and evolving consumer preferences in the following ways:

1. Technology: By incorporating wearable technology and online experiences, like virtual reality-guided meditation sessions, the sub-brand aligns with the increasing digitization of the fitness and wellness industries.

2. Social: Collaborations with influencers, mental health professionals, and well-being-focused organizations will promote a broader conversation around mental health and well-being on social media and online platforms.

3. Sustainability: Develop products with eco-friendly materials and ethical manufacturing practices, in line with adidas’ existing commitment to sustainability and meeting consumer demand for green products.

4. Consumer Preferences: Recognizing the growing interest and demand for holistic wellness, adidas Mindful offers a unique product line that caters to health-conscious consumers prioritizing mental well-being in addition to physical fitness.

- Gap in the market that the sub-brand fills

Adidas Mindful addresses the gap in the market for sportswear and athleisure products specifically designed to enhance mental well-being and relaxation, in addition to athletic performance. As the focus on holistic wellness grows, existing sportswear brands have yet to establish a dominant presence in this niche. Adidas can leverage its market positioning, reputation for innovation, and sustainability efforts to create a unique and compelling sub-brand that caters to this burgeoning consumer segment.

In conclusion, the introduction of the adidas Mindful sub-brand seeks to capitalize on the growing trend of holistic wellness, combining performance, style, and mental well-being in one cohesive, targeted product offering. By filling a gap in the sports and athleisure market and aligning with key market trends and consumer preferences, adidas Mindful can establish a strong foothold in the wellness space and contribute to the overall growth of the adidas brand.