Adidas to Change Logo

Update: Adidas have opened a new "sustainability" store in Tokyu Plaza Omotesando Harajuku, Japan, on January 22, 2022. The store already features the new Adidas logo without the adidas text. We expect the new Adidas logo to be launched officially on September 1, 2022.

The new Adidas 'Performance' logo becomes the main logo of the brand

What is particularly interesting is that Adidas seem to use the new "Performance" logo as their main new logo. We expect that Adidas will exchange the old logo in most of their existing stores when it is launched.

The new sustainable Adidas store is Japan's first store with Adidas' sneaker cleaning service "SNEAKER SERVICE". Other features of the store are free water supply spots and original bottle sales areas.

15 December 2021: New Adidas Logo - Adidas' New Brand Strategy With 3 Categories

On Sunday, we leaked that Adidas will use a new logo on their kits from the 2022 World Cup. Now we can reveal more about Adidas' new logo, which is indeed part of a wider strategy of the Three Stripes brand. Introducing Adidas 2025 "Own The Game".

Adidas Own The Game 2025 Strategy - 3 Categories Instead Of 2

The change is part of the Adidas' 2025 ‘Own The Game’ strategy, which was presented to investors in March 2021.

All Adidas kits will feature the new logo from late 2022

According to the brand, there was a gap in the brand's lifestyle offering - only the very classic Adidas Originals and Adidas Sport but nothing in between.

Adidas Performance, Adidas Sportswear & Adidas Originals - New Adidas Line-Up

From late 2022 and the 2022 World Cup, there are three different Adidas lines - Adidas Performance, Adidas Sportswear, and Adidas Originals.

Adidas Performance

The new Adidas logo (without the adidas text) is set to be used for all Adidas Performance items - Kits, training jerseys, shorts, socks, and other performance items.

Adidas Sportswear

The "old" Adidas (with the adidas text) will be used for a new ‘Sportswear’ line of lifestyle products. We expect Adidas anthem jackets and other of-pitch stuff to feature the "old" logo.

Adidas Originals

The Adidas Originals logo will exclusively represent iconic cultural products from the Adidas archive. For football, we will see it for re-releases (such as the recent Arsenal 93-95 collection).

What do you think of Adidas' new line-up? Do you look forward to seeing the first leaked Adidas products with the new logo? Comment below.