Adidas can be characterized as playful. On the one hand it is completely logical and on the other it has the urge, with moderation though, to wonder. It is creative but definitely not a bewildering experiment.
Adidas can be characterized as precise. It radiates care, perfection and thoughtfulness. On the whole it makes an impression of simplicity and consistency.
Adidas can be characterized as lively. In terms of appearance, it seems to strike a balance between liveliness and modesty, and lends itself perfectly to be used individually as well as with others.
Adidas can be characterized as outspoken. The brand wants to impress an individual and provocative fashion. The brand doesn’t have the need to please everybody.
Adidas can be characterized as matter-of-fact. The brand wants to make a self-assured and calm impression. in its appearance the brand wants to be forceful and unmoved.