{"id":15335,"date":"2024-05-22T13:18:14","date_gmt":"2024-05-22T12:18:14","guid":{"rendered":"https:\/\/vmunleashed.com\/?page_id=15335"},"modified":"2024-05-22T13:25:59","modified_gmt":"2024-05-22T12:25:59","slug":"clients-adidas","status":"publish","type":"page","link":"https:\/\/vmunleashed.com\/retailmeaning\/clients-adidas\/","title":{"rendered":"Clients Adidas"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-base-background-color has-background is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-789acec9 wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<figure class=\"wp-block-image size-full is-resized wp-duotone-duotone-1\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"662\" data-attachment-id=\"11786\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/tim-radley-making-good-people-into-great-retailers\/primark-logo-clear-1\/\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1.png\" data-orig-size=\"960,662\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"primark-logo-clear-1\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1-435x300.png\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1.png\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1.png\" alt=\"\" class=\"wp-image-11786\" style=\"width:300px\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1.png 960w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1-435x300.png 435w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/primark-logo-clear-1-768x530.png 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-d5d6ef74\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-x-large-font-size wp-elements-83ff349682e785496a1d779bf680dfbb wp-block-paragraph\" style=\"font-style:normal;font-weight:800\">Adidas<\/p>\n\n\n\n<figure class=\"wp-block-video alignfull\"><video height=\"508\" style=\"aspect-ratio: 1002 \/ 508;\" width=\"1002\" autoplay loop muted src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas.mp4\" playsinline><\/video><\/figure>\n\n\n\n<div style=\"height:37px;width:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-8a91f07f\"><\/div>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:500\">The Scenario:  <\/p>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-579443fb\"><\/div>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:200;line-height:1.2\">Adidas is a worldwide sportswear brand selling through an increasing number of direct stores and trusted regional and local wholesalers. Controlling the brand image and proposition through the assortment sold and the supporting visual communication displayed is a complex business.<br>Adidas Latin &amp; South America was looking at ways to coordinate and consolidate its brand sellers.<\/p>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-9760934e\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-b30579f5\"><\/div>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-04822461 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted poster=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas-impossible-is-nothing.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/san-miguel-de-allende-mexico-may-2016-boys-playing-soccer-in-a-plaza-dressed-alike-SBV-307326657-HD.mp4\" playsinline><\/video><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1956\" height=\"2560\" data-attachment-id=\"15352\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15352\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-scaled.jpg\" data-orig-size=\"1956,2560\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;13&quot;,&quot;credit&quot;:&quot;Ben Goode&quot;,&quot;camera&quot;:&quot;DSLR-A350&quot;,&quot;caption&quot;:&quot;A busy road in Santiago with the Andes in the background&quot;,&quot;created_timestamp&quot;:&quot;1219392584&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;16&quot;,&quot;iso&quot;:&quot;100&quot;,&quot;shutter_speed&quot;:&quot;13&quot;,&quot;title&quot;:&quot;Santiago, Chile&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Santiago, Chile\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;A busy road in Santiago with the Andes in the background&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-229x300.jpg\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-782x1024.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-scaled.jpg\" alt=\"\" class=\"wp-image-15352\" style=\"aspect-ratio:0.5625;object-fit:cover;width:433px;height:auto\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-scaled.jpg 1956w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-229x300.jpg 229w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-782x1024.jpg 782w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-768x1005.jpg 768w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-1174x1536.jpg 1174w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/a-busy-road-in-santiago-with-the-andes-in-the-background-SBI-326438149-1565x2048.jpg 1565w\" sizes=\"auto, (max-width: 1956px) 100vw, 1956px\" \/><\/figure>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:500\">What we did:<\/p>\n\n\n\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\" style=\"font-style:normal;font-weight:200;line-height:1.2\">We carried out extensive reviews &amp; analysis of a range of Adidas wholesalers &amp; direct stores across Peru &amp; Chile. <br>We interviewed owners, managers, sales assistants and took customer feedback of how these businesses interacted with Adidas, and what they wanted from Adidas as a brand and a supplier of sportswear &amp; fashion.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-contrast-3-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"360\" data-attachment-id=\"15356\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15356\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault.jpg\" data-orig-size=\"480,360\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"hqdefault\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault-400x300.jpg\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault.jpg\" alt=\"\" class=\"wp-image-15356\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault.jpg 480w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/hqdefault-400x300.jpg 400w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/figure>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">&#8220;The relationship between a brand and its retail partners is often a difficult one. Brands want to protect the image and sell the new, whilst partners want to buy and sell perennial bestsellers.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">At the heart of the problem is that normally each party has never been in the other&#8217;s shoes. Without understanding and facilitating each partner&#8217;s needs there is no way to improve the relationship.&#8217;<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-body-font-family has-large-font-size wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:normal;font-weight:400;line-height:1.2\">Empathy is a good starting point, with lots of communication, interaction and flexibility. In this way, with listening &amp; trust, each customer gets an interpretation of the brand that they want, not the version that the brand or the retail partner want them to have. That is after all most important.&#8221;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-small-font-size wp-elements-d12ff1b2dd24854c9b7a1403ffd59b5a wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--20);font-style:italic;font-weight:200\">Tim Radley. Founder RETAILMEANING<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"border-style:none;border-width:0px;flex-basis:45%\">\n<figure class=\"wp-block-image size-full is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"360\" data-attachment-id=\"15354\" data-permalink=\"https:\/\/vmunleashed.com\/retailmeaning\/?attachment_id=15354\" data-orig-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0.jpg\" data-orig-size=\"640,360\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"adidas_1531754521028_48750773_ver1.0\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0-470x264.jpg\" data-large-file=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0.jpg\" src=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0.jpg\" alt=\"\" class=\"wp-image-15354\" style=\"aspect-ratio:1.7777777777777777;object-fit:cover;width:775px;height:auto\" srcset=\"https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0.jpg 640w, https:\/\/vmunleashed.com\/wp-content\/uploads\/2024\/05\/adidas_1531754521028_48750773_ver1.0-470x264.jpg 470w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40);font-style:normal;font-weight:500\">What we achieved:<\/p>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-a99c2e670338aa8abc5c0f95c1cc7e55 wp-block-paragraph\" style=\"padding-right:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40);font-style:normal;font-weight:200;line-height:1.2\">We delivered detailed recommendations to help Adidas work in more effective and commercial ways with its partners.<br>Amongst the outputs was guidance on segmenting &amp; grouping its sales channels &amp; outlets, creating commercially balanced collections for distribution, providing realistic visual merchandising guidelines based on shop realities and not brand ideals, on-the-ground partner training and support.<br>Adidas is now armed to make viable relationships with its sales partners.<\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:122px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-5c6edf9f\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-contrast-2-color has-alpha-channel-opacity has-contrast-2-background-color has-background is-style-wide\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-contrast-2-color has-alpha-channel-opacity has-contrast-2-background-color has-background is-style-default\" style=\"margin-top:0;margin-bottom:0\"\/>\n\n\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-7d115344\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-2dbd4a910653a50dd75a38c324169118 wp-block-paragraph\" style=\"font-style:normal;font-weight:500;line-height:1.2\">What we can all learn from this&#8230;<\/p>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-large-font-size wp-elements-672d252e90d39e674c930e8675ac9a7f wp-block-paragraph\" style=\"font-style:normal;font-weight:300;line-height:1.2\">&#8220;Every route to market for a distant brand supplier must begin with the customer interface.<br>Moving forwards is about working backwards!&#8221;<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-5199f315\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-medium-font-size wp-elements-7cd162ca5947ca94519b2b8a9b18e8aa wp-block-paragraph\" style=\"font-style:normal;font-weight:400\"><em>Tim Radley. Founder RetailMeaning<\/em><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-7eea9941\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-left wp-element-button\" href=\"https:\/\/vmunleashed.com\/contact-us\/\">contact us &amp; lets do great things together<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-2a5a8001\"><\/div>\n\n\n\n<p class=\"has-contrast-2-color has-text-color has-link-color has-medium-font-size wp-elements-d379d1b346141b4e10316d254f84df6c wp-block-paragraph\"><a href=\"https:\/\/vmunleashed.com\/about\/clients\/#list\" data-type=\"page\" data-id=\"11512\">Read more client stories&#8230;<\/a><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-93ed7744\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-no-title","meta":{"footnotes":""},"class_list":["post-15335","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/comments?post=15335"}],"version-history":[{"count":2,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15335\/revisions"}],"predecessor-version":[{"id":15343,"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/pages\/15335\/revisions\/15343"}],"wp:attachment":[{"href":"https:\/\/vmunleashed.com\/retailmeaning\/wp-json\/wp\/v2\/media?parent=15335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}