adiClub Days SS/FW25

adiClub Days represents the pinnacle of the adidas membership experience. For the 2025 global rebranding, the objective was to translate the "Power of Three" narrative into a simplified, high-impact visual identity that aligns with the brand’s evolving creative direction.

This refresh prioritises clarity and community, bridging emotional storytelling with a robust, scalable design system that is cohesive with the overarching adiClub refresh. From digital to retail touchpoints, the resulting toolkits and templates empower global markets to localise the campaign while maintaining a unified, premium brand expression.

ROLE: Design Lead
AGENCY: N/A (internal)
CLIENT: adidas Membership

ADICLUB CONNECTS A GLOBAL COMMUNITY OF MEMBERS IN THEIR SHARED LOVE OF SPORT AND STYLE

adiClub is a celebration of the people and culture that makes up adidas. This membership program connects everyone from sneakerheads and athletes to people who just love to move their bodies. It’s a club that rewards people for authentically being who they are.

ADICLUB DAYS IS ABOUT GETTING THE MOST OF YOUR MEMBERSHIP.

adiClub Days is a biannual event in the adidas calendar that put our loyal members in the spotlight. It’s when we inspire, celebrate and reward our 300 million+ members with more products, big prize draws, and exclusive experiences.

MEMBERS GET MORE DURING ADICLUB DAYS.

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Visual Identity Overview

The new adiClub Days VI system has been dramatically simplified to be distinctive while still aligned with the overarching adiClub VI refresh and adidas' 2025 brand direction.