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How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
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In the context of co-creation, this work project investigated on the development of brand cocreation
within the business unit running at Adidas by analysing the relationship between
running consumers and managers working in this department. After reviewing current theories
on co-creation, brand identity and brand image, the result of this research shows that there is
only brand co-creation at Adidas when the brand image is unfavourable. The initially high
degree of brand co-creation and consumer involvement has shrunk to a minimum over time and
now the most valuable consumer feedback is disregarded by the managers.
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Co-creation Brand identity Brand image Brand issues