Table of contents. Introduction. Brand Concept. Vision and mission

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3 Table of contents Introduction Brand Concept Vision and mission Brand values Logo Target group collection References Lisa schröder student number: amsterdam fashion institute international fashion and management Final Thesis product Brand Manual adidas impulse 28/05/

introduction IN MY THESIS THE QUESTION HOW BRANDS CAN USE INSIGHTS OF CONTEMPORARY TATTOO NEO TRIBES IN ORDER TO ADdRESS A NEW TARGET GROUP, HAS BEEN ANALYsED AND CONCLUDED WITH THE INTRODUCTION OF

4 introduction IN MY THESIS THE QUESTION HOW BRANDS CAN USE INSIGHTS OF CONTEMPORARY TATTOO NEO TRIBES IN ORDER TO ADdRESS A NEW TARGET GROUP, HAS BEEN ANALYsED AND CONCLUDED WITH THE INTRODUCTION OF SIX NEO TRIBES. AS An advancement of this research I decided to create a product which gives a visualized example how brands can make use of these neo tribe profiles. A brand manual builds the basis for a brand in creation of a new sub-brand. It can be used as a guideline, support or inspiration during the development process and gives insights and the knowhow which is needed to understand the core of a brand. This booklet represents a brand manual suggestion for Adidas on how a new sub-brand called Adidas impulse could look like. It is based on the gathered knowledge of the grown-up skater tribe and shall pass on the mood and feeling this brand could create. 6 7

but as a form of art which perceives falling not as failure, but as living

5 Brand Concept Adidas Impulse is a brand: which sees skateboarding not only as a sport but as a lifestyle Which sees tattoos not only as decoration, but as a form of art which perceives falling not as failure, but as living life It encourages people to live now and here and to tap full potential out of each and every moment. It pushes people To loosen up their minds and to live without restrictions and instructions from others. The strong connection to modern classics and contemporary art builds the basis for this concept and is the inspiration for Collaborations with young artists and talents. 8 9

6 Vision Be authentic be yourself be impulsive Mission Following our impulse we are invincible 10 11

7 The 4 A s Brand Values Agile Motion which is translated into the durability and flexibility of the products Authentic Passion which symbolizes the brands devotion to material quality and production Astonishing Tradition which stands for traditional print techniques and classic shapes artistic collaboration which refers to the brands interest in supporting and promoting young artists 12 13

its core value: Astonishing tradition The sub brands name derives from the sudden impulses of skateboarding and the target

8 Logo The logo of adidas mpulse puts the classic adidas stripes into a new interpreted light. it displays a modern version of the common adidas brand logos which shall differantiate the sub brand from others and expresses its core value: Astonishing tradition The sub brands name derives from the sudden impulses of skateboarding and the target groups characteristics. An impulse - short- strong- sudden- and moreover intense Two versions of the logo are introduced : Black on white and reversed white on black 14 15

Target group The target group to which adidas impulse is appealing to is the neo tribe grown-up skaters.

they live for the moment and enjoy every minute with no regrets.

Tatoos are an inherent part of their fashion identity and combined with their classy modern style, they create

humorous, offensive and artistic Graphic design prints is what they prefer when buying clothes as well as

They are inspired by talent and people that are successful in fields they are passionate about like

This neo tribe is lead by spontaneous and impulsive actions, which are the reasons for their tattoos and buying

9 Target group The target group to which adidas impulse is appealing to is the neo tribe grown-up skaters. The grown-up skaters are people who always stay true to themselves. they live for the moment and enjoy every minute with no regrets. This tribe is fashionable in its very own way, since they are strong-willed people who like to provoke. Tatoos are an inherent part of their fashion identity and combined with their classy modern style, they create their own individual look. music and art are their main interests which their outfits reflect. humorous, offensive and artistic Graphic design prints is what they prefer when buying clothes as well as quality and durability. They are inspired by talent and people that are successful in fields they are passionate about like skateboarding arts and tattoos. This neo tribe is lead by spontaneous and impulsive actions, which are the reasons for their tattoos and buying behaviour. They do what they want to do and what comes into their minds. they do not care much about other peoples opinion except the ones witihn their own tribe. The Grown-up skater Authentic style, limitless creativity and passionate devotion is what is appealing to them. It defines the grown-up skaters and is exaxtly what adidas impulse is offering. authentic style limitless creativity passionate devotion 16 17

10 collection Adidas impulse s collection combines quality with art. the simple classy look attracts people who are looking for modern trendy styles for a casual but exciting look. Special graphic design prints from young talented artists are the key feature of the sub brand in order to acknowledge and respect young talents. Unknown artists have the opportunity to send their design ideas to Adidas impulse and be selected to have their designs printed on t-shirts. Adidas impulse offers a collection of casual streetwear with the usual adidas promise of durability and quality. On the right several examples of a POSSIBLE print collection are shown. They display the humorous, provocative and witty mood With which adidas impulse defines. THE GARMENTS ARE A SUGGESTION FOR KEY ITEMS

11 references Concept Page Bermek, (2015). Need some rest. [Photography] Accessed Apr. 26, 2015: Phillips, J. (n.d.). Graphics through the years. [Graphic] Accessed 25 Apr. 2015: arts/page/183/. Pinterest, (2015). [online] Available at: [Accessed 15 May 2015]. Recon: West Hobart Bowl, TAS. (2015). [Blog] Skateboarding Australia. Available at: [Accessed 25 Apr. 2015]. Vision and mission page Pinterest, (2015). [online] Available at: [Accessed 16 May 2015]. Brand Value page 5 easy steps to transform your space with skateboard art. (2015). [Blog] Sk8ology. Available at: [Accessed 19 May 2015]. Allposters.de, (2015). Fall Landscapes (Vintage Photography) Poster bei AllPosters.de. [online] Available at: allposters.de/-st/fall-landscapes-vintage-photography-poster_c215693_.htm [Accessed 19 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 16 May 2015]. Scarpa, D. (2014). Skating. [Photography] Private Collection. Target Group page Pinterest, (2015). [online] Available at: [Accessed 13 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 13 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 17 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 18 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 18 May 2015]. Pinterest, (2015). [online] Available at: [Accessed 18 May 2015]. collection page All technical drawings: Lisa schröder prints Ffffound, (2015). [online] Available at: [Accessed 18 May 2015]. Ffffound, (2015). [online] Available at: [Accessed 19 May 2015]. Ffffound, (2015). [online] Available at: [Accessed 19 May 2015]. Ffffound, (2015). [online] Available at: [Accessed 19 May 2015]. Instagram, (2015). INK361 - The Instagram web interface. [online] Available at: kassiopeiapa/photos [Accessed 10 Apr. 2015]. Pinterest, (2015). [online] Available at: [Accessed 19 May 2015]

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