Case Study: Adidas
Get 1 billion women and girls out of poverty through the power of sport
In its “Impossible is Nothing” campaign Adidas sought to use inclusivity for strategic growth—but to do so meaningfully required a new way of thinking.
Attracting new customers, such as underserved communities including minorities, low socio- economic and persons with disabilities, needed a shift in the definition of “athlete” and “sport”. Getting 1 billion women and girls out of poverty through the power of sport was a moonshot goal to galvanise the team.
Purpose Made worked as a co-conspirator with Conspiracy of Love to develop a strategic case for inclusivity. Our team led the development of an impact model including a Theory of Change and impact measurement framework.
A Theory of Change visualised a strategy to include more underprivileged girls and women across global markets into sport.
Our data measurement fit with a global market comprised of communities at different level of measurement-readiness and operating in a range of local contexts. The ‘fixed’, ‘flexible’ and ‘free’ model allowed business units to enact measurement that was most relevant them.