“Innovate Beyond” at Adidas Global Running Day

February 20, 2025 at Nurnberg, Germany (invitation only)

Adidas has become one of the most renowned brands in the world, particularly in the sports. Adi Dassler’s passion for sport and understanding of athletes led to groundbreaking innovations in sportswear.

Adidas has consistently built strong marketing campaigns around innovation, performance, and high-profile athletes, from legendary marathoner Haile Gerbreselasie to Olympic 100m champion, Noah Lyles. It continues to innovate and push boundaries in both performance and lifestyle segments.

From its inception, Adidas Running has been at the forefront of technological advances in footwear, and running shoes have been a central part of the brand’s portfolio.

Adidas Adizero, especially the 2012 and 2014 versions, became famous for being worn by marathon runners to break world records.  Adidas UltraBoost debuted in 2015, featuring the revolutionary midsole technology, plush , responsiveness, and sleek design. Adidas Solarboost, launched in 2018, with precision-tuned design elements for long-distance runners. Adidas Adizero Pro, added in 2020,  one of the lightest performance shoes designed specifically for marathoners.

Lightstrike Pro foam and Primeknit uppers focus on making shoes even lighter, more comfortable, and responsive. In addition to Futurecraft Loop, the brand has been pioneering shoes made from Parley Ocean Plastic and other sustainable materials.

Ideas and inspirations for innovation

Of course the running shoe market is packed with innovations. The launch of so-called supershoes in recent years, with new foams and carbon plates, has transformed the market, and athletic performance.

And a new generation of brands have entered the running shoe market, companies like Hoka and On, Li-Ning and Saysh, but also other examples with adjacent specialisations in sport and fitness.

Known for its interactive fitness equipment and online classes, Peloton has revolutionized home workouts. Mirror, a reflective screen offers personalized workouts with top trainers, providing a virtual fitness studio experience. Parkrun, started in my hometown of Teddington, is now a global initiative that organizes free weekly 5km events in local parks, promoting community and fitness. Whoop, a wearable tech company that provides detailed insights into athletes’ performance and recovery.

But how could Adidas look beyond immediate competitors, to take inspiration from brands in other sectors?

How can we take ideas about brands and communication, channels and business models, products and services, and apply them to the world of running in creative ways?

  • Abridge: Using AI to transcribe doctor-patient interactions and generate medical notes, improving healthcare documentation and patient care.
  • Adyen has transformed the payment industry by providing a single platform for businesses to accept payments anywhere in the world, both online and in-store.
  • Agility Robotics: Developing humanoid robots that can walk, grasp, and carry objects, revolutionizing logistics and manufacturing.
  • Arabica: Coffee shops with Asian minimalism, African coffee roastery, and Arabic meeting place. Founded by Japanese entrepreneur seeking to “See the World Through Coffee”.
  • Athletic Brewing:Whether you’re looking to cut out alcohol for life or just for a night, you shouldn’t have to sacrifice your ability to be healthy, active and at your best, to enjoy great beer.
  • Agua Bendita produces super-luxury handmade bikinis, inspired by their Colombian roots, and made by a team of 700 single mothers from off-cuts of fabric.
  • Bumble: A social discovery app empowering women to make the first move in dating, friendships, and professional networking
  • Canva: An online design tool making graphic design accessible to everyone with easy-to-use templates and collaboration features.
  • Colossal Biosciences seeks to reawaken the past, to bring back extinct species using CRISPR technology, through genetic rescue, to support biodiversity
  • Duolingo, the language learning app has transformed the way people learn new languages by making the process fun, accessible, and gamified.
  • EcoSpirits: Introduces new pricing models that incentivize consumers to return bottles for recycling, promoting a circular economy.
  • Ecovative uses mycelium, from mushrooms, to grow category defining products ranging from leather like textiles to sustainable packaging.
  • Elf: A beauty and skincare brand known for its affordable, clean, and effective products. 100% vegan, no animal testingand made without the nasty bad-for-you stuff.
  • FanDual. Online fantasy sports and sports betting platform, transforming the way fans engage with sports, providing an immersive and interactive experience.
  • Fenty: Known for its inclusive beauty products, Fenty continues to disrupt the beauty industry with its wide range of shades and innovative formulations.
  • Fervo Energy: Innovating in geothermal energy to provide a sustainable and reliable source of clean energy.
  • Gorilla Glass. Known for its durable and damage-resistant glass used in smart phones and other electronic devices
  • Halo Top Creamery is attracting more ice cream lovers with a promise of lower calories and less guilt.
  • Helsing: Specializing in AI-powered defence solutions, Helsing is transforming how military operations are conducted.
  • Impossible Foods has revolutionized the food industry by offering sustainable and delicious options that closely mimic the taste and texture of traditional meat.
  • Impulse Space: Working on space propulsion technology to make space travel more efficient and cost-effective.
  • Ipsy: Personalized makeup and beauty products by monthly subscription, exclusive offers, and how-to video tutorials from the brand’s stylists.
  • Iqos. Heats tobacco instead of burning it, producing a vapor that contains nicotine but has less ash, smoke, and odour compared to conventional cigarettes
  • Jio: An Indian telecommunications company providing affordable internet services and revolutionizing digital connectivity in India.
  • Klarna. Known for its “buy now, pay later” financial services, Klarna has revolutionized the way consumers shop online by offering flexible payment options
  • Liquid Death: Known for its bold branding and canned water, Liquid Death has disrupted the beverage industry.
  • Meati: This company produces high-protein, sustainable meat alternatives made from mushroom roots.
  • Mirror: This reflective screen offers personalized workouts with top trainers, providing a virtual fitness studio experience.
  • Nextdoor: Transformed the way neighbourhoods connect and communicate by providing a platform to share news, events, recommendations, and services.
  • Niyara India: This brand has quickly become a go-to for modern Indian women, blending elegance, comfort, and affordability.
  • NotCo: Using artificial intelligence to create plant-based alternatives to animal products, NotCo is revolutionizing the food industry.
  • Oatly: This plant-based milk brand has gained significant market share by appealing to consumers looking for sustainable and healthy alternatives to dairy.
  • Octopus Energy: A renewable energy supplier in the UK, committed to providing affordable and sustainable energy solutions.
  • OpenAI: Continues to lead the AI revolution with its generative AI models, impacting various industries from cybersecurity to agriculture.
  • Parkrun: A global initiative that organizes free weekly 5km events in local parks, promoting community and fitness.
  • Peloton: Known for its interactive fitness equipment and online classes, Peloton has revolutionized home workouts.
  • Quibi. Known for its short-form mobile streaming platform, quick, engaging content designed for mobile devices, catering to the modern, on-the-go consumer.
  • Reformation: This brand focuses on sustainable fashion and has a strong online presence, making it a leader in digital marketing and e-commerce.
  • Revolut. The money superapp, or neobank, enabling everyday banking, currency exchange, stock trading and more. With a particular focus on travellers.
  • Seedlip: Partners with bars and restaurants to offer non-alcoholic cocktail options, promoting the idea of “mindful drinking.”
  • Smarter: This company brought the Internet of Things (IoT) to consumers with products like Wi-Fi-connected kettles and fridge cameras.
  • Sway: A beverage brand that has made waves with its innovative flavors and sustainable packaging.
  • Tony’s Chocolonely wants to make all chocolate 100% slave free. Not just our chocolate, but all chocolate worldwide.
  • Too Good To Go is a mobile app that connects customers to restaurants and stores that have unsold, surplus food
  • Tru Earth: A laundry detergent brand that offers eco-friendly and waste-free packaging, appealing to environmentally conscious consumers.
  • Unmind. Provides a digital platform offering tools and resources for employees to manage their mental well-being,
  • Varda Space Systems: Developing space infrastructure to support the growing space economy, including satellite manufacturing and space logistics.
  • Waabi: Focused on autonomous driving technology, Waabi is making strides in making self-driving cars safer and more reliable.
  • Who Gives a Crap: A toilet paper brand that donates 50% of its profits to build toilets for those in need around the world.
  • Whoop: A wearable tech company that provides detailed insights into athletes’ performance and recovery.
  • Xero. Transformed how medium-sized businesses manage their finances by offering user-friendly and efficient tools that streamline accounting processes.
  • Youfoodz. Revolutionized the convenience food market in Australia by offering fresh, healthy, gourmet meal options that are delivered directly to your door.
  • Zepto: A rapid delivery startup that promises delivery within 10 minutes, disrupting the food delivery market.
  • Zipline: A company using drones to deliver medical supplies to remote and hard-to-reach areas.

Here are some examples of the possibilities thinking. While many of these areas have already been explored in some ways, how could another brand’s approach help to think about it differently:

  • Sustainable innovation: Tesla’s commitment to sustainable energy and electric vehicles. Adidas could continue to innovate in sustainable materials and production processes. Investing in cutting-edge technologies, such as recyclable and biodegradable materials, can strengthen their environmental impact.
  • Social innovation: Patagonia’s campaigns that promote inclusivity, social and environmental issues. Adidas could further its commitment to diversity and inclusion by launching campaigns that resonate with a broader audience. Collaborating with athletes and influencers who champion social causes can amplify their brand message.
  • Customer innovation: Amazon’s relentless focus on customer satisfaction and convenience. Adidas could enhance its customer service by leveraging data analytics to understand customer preferences and offer personalized recommendations. Ensuring a seamless shopping experience across all touchpoints is crucial.
  • Community innovation: Peloton’s focus on building a strong community around their fitness products. Adidas could create and nurture communities around sports and fitness, offering exclusive content, events, and engagement opportunities. This can build brand loyalty and a sense of belonging among customers.
  • Strategic innovation: Netflix’s pivot from DVD rentals to streaming services. Adidas could stay agile by anticipating market trends and being ready to pivot its strategies. Embracing digital transformation and staying ahead of consumer expectations will keep them competitive.

These are starters. Let’s go further …

Find out more and book >