Samenvatting

QUOTES “Adidas Soft Sports is a line extension for Adidas Performance. It is a concept created for men who practice soft sports. Soft sports include yoga, pilates, meditation and ballet barre.” “Adidas Soft Sports responds to the wants and needs of The Mindful Athlete. This concept book functions as a guide for the line-extension for Adidas Performance.” TABLE OF CONTENTS (concept book) The Concept: relevance & trends; target group; concept; brand values; collection values; tone of voice; brand identity. - The Strategy: product; material innovation; price and positioning; place; promotion. - The Application: hangtags; visual language; communication