From the Walk of Fame to the Brand Exhibition
From 2012 to 2020, I was responsible for the adidas Brand Exhibition—an internal showcase at the heart of the company headquarters designed to narrate both the history and the unique stories of the brand. Divided into seven zones, the exhibition weaves together product design, sports history, and corporate milestones into a comprehensive journey through the “Brand with the Three Stripes.”
To ensure the exhibition remained dynamic and relevant, the History Management Team collaborated with the Cologne-based agency simple to develop special exhibits centered around major sporting events or corporate anniversaries. Over 15 special exhibitions—covering the Olympic Games, the FIFA World Cup, and the 70th anniversary of adidas—allowed visitors to repeatedly immerse themselves in the brand’s heritage and find fresh inspiration.
During this time, we also overhauled the exhibition concept, implementing both digital and physical upgrades. The centerpiece for VIP tours and honorary guests was the Adi Dassler Room—a space dedicated to the company founder that evoked a unique, emotional atmosphere through its “magic” and sense of history.
3 Key Learnings:
- Relevance & Discovery: Integrating current topics and “hidden” stories keeps an exhibition interesting and encourages repeat visits.
- Technical Resilience: Technology is vital, but when it fails, you need immediate, agile solutions to maintain the experience.
- The Inspirational Foundation: Whether visited alone or in a group, historical brand exhibitions serve as the emotional heart and strategic foundation of a company.