Mobiconf 2018: Amilcar Guevara Torija, AKQA

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Topic: Adidas, a brand truly tapped into pop culture

Adidas has been a cultural symbol since the 60’s and 70’s. Their journey through the years feels like a continuous dialogue, shaping pop culture while nurturing itself to evolve as a brand.

In my talk, I'll share with you the journey of Adidas transformation over the last years and my role while working as the lead interactive Art Director at Sid Lee for the global account of Adidas Originals.

I'll include some examples from Adidas over the years as we analyse how they've adapted their communication approach to keep relevant the conversation with their audience.

Finally, I'll sum up that journey talking about the importance of finding your own voice to stand out on a competitive market.

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From 04/10/2018 to 05/10/2018 in Krakow, Poland