Adidas has been on a <a href="https://www.marketingweek.com/adidas-ups-marketing-spent-brand/" rel="noopener noreferrer" target="_blank">transformation journey</a> in the last few years, following a period of&nbsp;turbulence&nbsp;as it grappled with the discontinuation of its popular Yeezy line, waning investor&nbsp;confidence&nbsp;and an overreliance on performance marketing.&nbsp;&nbsp;Today, the sportswear brand is back on track. Earlier this year, CEO Bjørn Gulden told investors the business had succeeded in <a href="https://www.marketingweek.com/adidas-marketing-spend-revenue-surge/" rel="noopener noreferrer" target="_blank">building back “brand heat”</a>&nbsp;- thanks to an increase in brand marketing and its new brand platform ‘You Got This’,&nbsp;a clearer brand identity and effective partnerships, to name a few.&nbsp;&nbsp;In this edition of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, we get an inside look at Adidas’s brand revival. &nbsp;Roy Gardner, vice president of brand activation, shares how reinstating marketing fundamentals and getting to the core of what the brand is – and isn’t - created a full marketing solution, “not a brand comms-led, marcomms-led" answer to turning the business around. &nbsp;“It was about coming together and going, what is it that we can do in marketing to essentially reset and regrow this business?” he says.&nbsp;&nbsp;<hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

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