BUILT FOR EVERY BODY

BRAND WE
(ADIDAS CURVES)
Khushi Jain
UGBDFD 2019-23
CONTENTS
INTRODUCTION
GAPS INDENTIFIED
PURPOSE STATEMENT
GOOGLE FORMS
LOGO DEVELOPMENT
FINAL LOGO
CONCEPT NOTE
VISUAL BOARD
CLIENT PROFILE
LOOK BOARD
RANGE PLAN
FABRIC SOURCING
AD CAMPAIGN
REFLECTION
REFERNCING
ADIDAS-BRIEF COMPANY
OVERVIEW
Adidas has its roots in Germany but we are a truly global company. Around the world we employ
over 62,000 people. At our global HQ in Herzogenaurach, Germany, their teams are made up of
people from over 100 different nations. These numbers alone can easily suggest that adidas is quite a
large and also multifaceted organization. True. But they keep things simple, lean, and fast.
adidas are rebellious optimists driven by action, with a desire to shape a better future together.They
see the world of sport and culture with possibility where others only see the impossible. ‘Impossible
is Nothing’ is not a tagline. By being optimistic and knowing the power of sport, they see endless
possibilities to apply this power and push all people forward with action.
Adidas vision statement is “to be the design leaders with a focus on getting the best out of the
athletes with performance guaranteed products in the sports market globally.”
GAPS IDENTIFIED
Adidas could provide a wider range of
collection of the plus size in India. Whereas
in Nike I found the famous plus-size
mannequin and a section of plus-size items.
For the most part, Adidas didn't offer
anything special outside of the experimental
add-ons in the store. The merchandise fell
short of my expectations and there wasn't any
notable female empowerment happening
either.
The company should diverse its revenue to
apparel and sporting equipment, or
introducing new and innovative lines to
reignite the demand. Adidas can collaborate
with designers over the world to create new
clothing collections to avoid the negative
effect of changing customer taste. If Adidas
were more diversified in the products it
offers, it would be less shaken by market
changes or new competitors .Being an overall
sporting brand I feel it should focus on
clothing and shoes collection equally.
At the moment, the company markets its
products under Adidas and Reebok brand,
while Nike has NIKE, Jordan, Hurley, and
Converse brands to market its products,
therefore Nike could reach out to different
customer groups using its lifestyle products
lines. whereas in Adidas , the average sales
growth and profitability are much weaker,
and it cannot compete with Jordan or
Converse in terms of sales volume and brand
recognition, because Adidas does not provide
a good range of casual shoes and sneakers
although Adidas’s overall sales rely too much
on the footwear segment such as sport shoes.
PURPOSE STATEMENT
 GOOGLE FORMS
PRIMARY RESEARCH
LOGO DEVELOPMENT
FINAL LOGO
WORDS WE LIVE BY

Plus-sized women shouldnt think of themselves as a size. They should think of themselves as women with
rich goals in life. Size does'nt mean, really, anything. You can carry your size with pride and dress in a way
that you like.

-Donatella Versace
 CONCEPT NOTE
The adidas plus size collection is a range of fitness-focused activewear that
fits all body types and shapes. Designed to effortlessly hug the curves of your
body as you move, performance-focused apparel by adidas is available in
inclusive sizing, so you can find workout basics for your fitness routine,
whether you prefer running or weight training.Built for everyday athletes,
plus size tank tops and leggings flatter curvy bodies and offer a supportive fit
with the right amount of coverage so you feel confident at the gym or on the
track. The adidas plus size collection offers everyday basics for wearing while
you’re on the go, relaxing with friends or lounging at home.
WITH THE AIM TO ‘CELEBRATE THE DIVERSITY AND INCLUSIVITY OF
SPORT‘, ADIDAS’S PLUS SIZE MANNEQUIN IS THE MUCH NEEDED MOVE
TOWARDS SIZE INCLUSIVITY, DIVERSITY AND REPRESENTATION.
Now, instead of showcasing a plus size body as a flaw and failure, the
mannequin is a celebration of a non-thin female body. It is an acceptance of
plus size women’s bodies at its present size in all its non-skinny, curvy and
round glory. The mannequin validates plus size women’s right to be seen
and represented on their own and not as an unhealthy, unfit contrast to thin
bodies. The mannequin is redefining the meaning of fitness and sending out
a loud message—fitness at every sizes.
THE MANNEQUIN VALIDATES PLUS SIZE WOMEN’S RIGHT TO BE SEEN
AND REPRESENTED ON THEIR OWN AND NOT AS AN UNHEALTHY, UNFIT
CONTRAST TO THIN BODIES.
 “ADIDAS IS A TRULY GLOBAL SPORTS BRAND. THEREFORE
EVERYTHING THEY DO IS ROOTED IN SPORTS.EVERYTHING
THAT HAPPENS IN SPORTS HAPPENS IN MOMENTS.EVERY
MOMENT IS A CHANCE FOR THE ATHELETE TO START OVER
AND TAKE TODAY.”
In the era of ever-changing styles and viral trends that
develop overnight, one thing that remains constant is
fashion and fitness and that is precisely the mantra of
Adidas. Adidas curves is a women-centric brand
focusing on plus size activewear for women in India. We
are your one stop destination for fashionable clothes
that come with comfort, a rarity we pride ourselves
on.Adidas acknowledges your will to get out of bed each
morning and take that first step towards fitness. The
step that can be as small as not having that last piece of
desert or as massive as running a complete track.
Our exclusive range of plus size clothing India
offers you an experience like never before with
unlimited options and super comfortable
designs. We believe in owning your skin and
being comfortable by just being you. This
mantra can be found in our wide range of
collection of plus size gym clothes, plus size
yoga clothes and plus size workout
clothes.Adidas curves stands for comfort fit and
fashionable trends .Shop plus size clothes and
experience the beautiful you each day.
 CLIENT PROFILE

Age group- 18 to 40
Social status- upper middle class
Income-50,000 to 80,000 p.m
Family status-single or married
Demographics- metropolitian city
Occupation-Business women,Job,Part time job,Housewife,Entrepreneur.
Personality-experimentative,travel lover,extrovert,fun loving
Lifestyle- work life, daily errands, working out and hangout with friends
Shops from-Nike,Puma Ajile
 COMFORT IS ESSENTIAL IN
AN ACTIVE LIFESTYLE

LOOK 1
LOOK BOARD

LOOK 2
 COMFORT IS ESSENTIAL IN
AN ACTIVE LIFESTYLE

LOOK 3
LOOK BOARD

LOOK 4
 COMFORT IS ESSENTIAL IN
AN ACTIVE LIFESTYLE

LOOK 5
LOOK BOARD

LOOK 6
 RANGE PLAN
Silhouette balance basic and fashion pieces,enhancing comfort whilst promoting multiwear ransitional stylling.blending
apparel trends with activewear blurs the athleisure line further, using diffferent lengths and classic shapes to rejuvenate
wardrobes through timelessness and longevity.
Details will touch on simplicity whilst driving core,functional pieces across the season. Small details will elevate basic
styles into fashion pieces.
The colour story reflects the pureness, emphasising the optimism in an uncertian world.

The product line will consist of apparel reflecting on the trending sports such as Yoga, Pilates and fitness.The collection will also
include two jackets made of high tech fabrics using authentic weaving technique.for the rest of the collection the main
considered factors when choosing the fabric will be how breathable the and moisture wicking is the fabric which will assure the
luxury of the garments.The collection will be aimed to perform multi functioanlly and in various climate conditions.The
garments can be worn for indoor activities and outdoor sports introducing the base layer garments such as t shirt and leggings
along with the high support sports bras that can be worn together with upper layer jackets and hoddies making the outfit
suitable for colder weather conditions.
The overall design of the products can be described as chic and functional . The garments will be aimed to deliver the best
quality performance and at the same time look fashionable.
 THE PERFECT, LOW-IMPACT SPORTS
BRA FOR FASHION WEAR
RANGE PLAN

TIME TO TRAIN TROUSERS

 ALIGNED CROP SPORTS BRA RANGE PLAN

TIE AND DIE HOODIE

SOFT,STRONG SHORTS TO WITHSTAND YOUR ASYMETRICAL JUMPSUIT

TOUGHEST TRAINING DAYS
ALIGNED CROP SPORTS BRA RANGE PLAN ALIGNED CROP SPORTS TEE

DRI FIT JACKET

SOFT, STRONG LEGGINGS TO WITHSTAND YOUR TOUGHEST TRAINING DAYS

 LOOK 1
RANGE PLAN
 LOOK 2
RANGE PLAN
 LOOK 3
RANGE PLAN
 LOOK 4
RANGE PLAN
 LOOK 5
RANGE PLAN
 FABRIC SOURCING
RECYCLED POLESTER is a common sustainable alternative to
polyester.Recycled polyester, often called rPet, is made from
recycled plastic bottles. It is a great way to divert plastic from our
landfills. The production of recycled polyester requires far fewer
resources than that of new fibers and generates fewer CO2
emissions. Recycled polyester is definitely a sustainable option for
our wardrobe. However, we need to be aware that it is still non-
biodegradable and takes years to disappear once thrown away.

ORGANIC COTTON refers to naturally cultivated cotton without the use of any
synthetic agricultural chemicals such as fertilizers or pesticides or transgenic
technology. It was first planted in the 1980s as an attempt to secure sustainable,
ecological, and biodynamic agriculture. Organic cotton promotes and enhances
biodiversity and biological cycles and so is beneficial to human health and the
environment. Therefore, even though the properties of organic cotton fibre are
not as good as regular cotton fibre worldwide production of organic cotton is
growing rapidly.
 FABRIC SOURCING
TENCEL known for their natural comfort, are versatile and can be
combined with a wide range of textile fibers such as cotton,
polyester, acrylic, wool, and silk to enhance the aesthetics and
functionality of fabrics. Unique physical properties of TENCEL™
Lyocell fibers lead to their great strength, efficient moisture
absorption and gentleness to skin.

ELASTANE is the generic term used to describe branded textiles such as Lycra.
This type of fabric is also called spandex, and its primary attribute is its
incredible elasticity. While Lycra, spandex, and elastane are all the same material,
regional variants of the term "elastane" are most commonly used to refer to this
type of fabric in continental Europe.This textile is composed of a long chain
polymer known as polyurethane, and it is known in technical circles as a
polyether-polyurea copolymer. Elastane is an entirely synthetic fabric; no
organic materials are used to make this substance, and it does not exist anywhere
in nature.
 AD CAMPAIGN

For the ad campaign I took short videos from the internet to

combine them to create an ad campaign for my brand.I have
edited the ad campaign using the video editor and extracted
audios from my spotify podcast and playlists.
Follow Adidas cuves
Facebook
@adidascurves

Twitter
@adidascurves

Instagram
@adidascurves
 REFLECTION

This was a long-term design project. Patience was the crucial and essential factor that was needed in such a long project in my view. Fortunately, I learned and
gained the patience. The most tedious part of the assignment for the range plan for me as It took me a lot of time to render the plus size croquis after drawing
then on paper and scanning them to photshop.Besides, communication was another extremely significant factor. It was essential to communicate and discuss
with the faculty and the course mates regularly, for the information of my faculty Ms .SUDITI SRIVASTAVA was the most useful advice in the process of major
project.I would really like to thank her for coming up with such an assignment.
 REFERENCING

Adidas-group.com. 2016. adidas Group to accelerate growth until 2020. [online] Available at: <http://www.adidas-group.com/en/media/news-
archive/press-releases/2015/adidas-group-accelerate-growth-until-2020/>
Adidas-group.com. 2016. The dilemma of sourcing globally. [online] Available at: <http://www.adidas-
group.com/en/magazine/stories/commitment/the-dilemma-of-sourcing-globally/>Active Brands to Watch. 1st ed. [ebook] WGSN. Available at:
<https://www.wgsn.com/en/>
adidas Group. 2016. Mission and Values - adidas Group. [online] Available at: <http://careers.adidas-group.com/mission-and-values.aspx>
Adidas-group.com. 2016. adidas and Parley for the Oceans stop the industry’s waiting game. [online] Available at: <http://www.adidas-
group.com/en/media/news-archive/press-releases/2015/adidas-and-parley-oceans-stop-industrys-waiting-game/>
‘Corporate Strategy of the Adidas Group’, Slideshare, viewed 20 May 2016, <http://de.slideshare.net/divya-mishra/adidas-corporate-strategy>
https://www.youtube.com/watch?v=cSsUOmOV5vY
https://www.youtube.com/watch?v=fcRA1YaZTro
https://www.youtube.com/watch?v=C7VCXNVc0qk