Adidas & Saucony Lean into Culture
Adidas and Saucony have both launched new cinematic ad campaigns focused on culture and community. The brand strategies, which tie their products to broader social movements, come as both companies are experiencing revenue growth, showing how authentic storytelling can drive key metrics.
Adidas' "Home of Classics" campaign centers on its iconic Superstar, Gazelle, and Forum sneakers, enlisting global artists and K-pop supergroup BLACKPINK to reinterpret these classic silhouettes. The strategy, bridging different cultures and creative communities, is a key part of a broader brand reset under CEO Bjørn Gulden. This focus on culture and heritage is paying off. Adidas posted an 11% revenue increase in 2024 to €23.68 billion and raised its 2025 forecast, signaling a strong turnaround. The strategy under Gulden, who took over in 2023, has been to reconnect with the brand's athletic roots, improve wholesale partnerships, and generate "brand heat" around core products like the Samba and Gazelle. Saucony's "Run as One" campaign, developed by its in-house agency, similarly emphasizes community, featuring athletes and creative collaborators to celebrate the collective experience of running. This move aims to broaden Saucony's appeal beyond dedicated runners to more casual and lifestyle consumers. The strategy is fueling explosive growth for the 127-year-old brand. Saucony's revenue surged by 31.1% in 2025 to $533.1 million, making it the standout performer for its parent company, Wolverine Worldwide. For Q4 2025 alone, sales skyrocketed 26.6% to $125.9 million. This success comes from a dual focus on performance and lifestyle. While core running franchises like the Endorphin and Ride series drive growth with elite and casual runners, collaborations with figures like rapper Westside Gunn on lifestyle models are creating cultural buzz and selling out in minutes.
