This adidas Program Offers to Help Schools with Offensive Team Mascots

By: Charlotte Joyce Kidd - Nov 6, 2015
References: ftw.usatoday & nymag
In a pleasantly surprising publicity move, adidas Group North America is offering design resources and financial assistance to any American high school that wants to move away from having a racially or culturally offensive team mascot.

The adidas program press release insightfully states, "High school social identities are central to the lives of young athletes, so it’s important to create a climate that feels open to everyone who wants to compete." Around 2,000 secondary school sports teams across the states still use a Native American figure as a logo or team mascot, despite repeated statements by First Nations that this is culturally insensitive and offensive.

This team mascot redesign program is a great example of a brand furthering a cause close to its industry, thereby gaining public attention and solidifying a caring, current brand identity.