the grass is greener on the internet

I [brand] originality
September 3, 2008, 10:23 pm
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Sony Ericsson’s use of their logo (yes, the little glowly swirly green thing) as a verb in their ads last year caused equal parts admiration and confusion. It was a very literal exercise in creating emotional links to a brand.

However, today I spied another big brand which has decided to use the same concept. Adidas has started selling apparel with ‘I [adidas] …’ with the name of the city it’s being sold in. Interesting. I believe part of the attraction of going into these stores is that you know that across the world you can get the same quality gear. Adidas is a uniform which carries a kind of universal cool; it doesn’t matter where you’re from or where you are. So I think that putting a city name on the gear could start putting some splits in this tribe of cool kids.

We’ll see how it goes over here; we have plenty of adidas fans and plenty of city pride. And I have to admit it’s good to see city branded gear that doesn’t scream ‘I’m a tourist and I just got ripped off’.

It’s the irony that gets me, though… it’s being done through the ‘adidas originals’ line, which has the slogan ‘Celebrate originality’. If imitation is the sincerest form of celebration, then yes!


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