Barry Moore, VP of Global Marketing Strategy at Adidas shares insights from his remarkable 25-year journey at the brand, and reveals how the global sports giant maintains its position through strategic marketing frameworks and brand consistency.In this episode, Dave and Barry talk about:• Meeting at age 16 as footballers and reconnecting after 30 years• Landing at Adidas through university connections and strategic networking• Treating brand loyalty like supporting a football team – no competitive products allowed• Creating clarity through a global marketing framework that prioritizes 20-30k products• Building partnerships with athletes that offer product validation, visibility, and brand affinity• Balancing global consistency with local market adaptation• Using two logos to separate sports performance from cultural lifestyle products• Leveraging reactive marketing during sports moments like Jude Bellingham's overhead kick• Understanding that marketing fundamentals don't change despite new platforms• Embracing "compound creativity" – the compounding benefits of brand consistency• Taking a measured approach to AI while exploring its potential applicationsThe secret to successful marketing isn't complex: define what you're trying to do, decide what success looks like, and focus on consistent execution rather than chasing every trend.A great episode, one of our favourites so far! We hope you enjoy.  To book a brand or web review, email us at [email protected], or go to https://www.dawncreative.co.uk/brand-review/ or https://www.dawncreative.co.uk/web-review/.

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