By Michael LoccisanoAssociated Press The brand is looking to improve on its reputation as a brand synonymous with the 1970s, when Adidas was a pioneer of sneaker design and the brand’s first foray into the fitness and athletic markets.
The logo was designed by a team led by Adidas’ president and CEO Adrian Bejan and will be unveiled at the company’s first-ever Adidas World Congress, which will take place in Los Angeles on Wednesday.
The new logo, which is not the same as the original Adidas logo used by the brand from 1960 until 1995, is more subtle and a lot more playful.
The colors and design have been designed with the help of an international design collective, according to Adidas.
It will debut at the Adidas World Expo and Expo+ in Las Vegas, which opens on Wednesday and runs through Oct. 4.
It is the latest example of Adidas’ expanding presence in the sports and fitness market.
The company’s athletic wear and apparel brands now include a collection of sneakers, footwear and apparel that is aimed at athletes and their clients.