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.
Mascot Redesign Resources
This adidas Program Offers to Help Schools with Offensive Team Mascots
Trend Themes
1. Anti-offensive-mascot Campaigns - There are opportunities for companies to launch campaigns or programs that encourage the end of racially or culturally offensive team mascots.
2. Brands Supporting a Cause - Brands can solidify their image as caring and current by supporting causes close to their industry.
3. Brand-provided Services - By providing helpful services, brands can increase engagement with consumers and generate positive PR.
Industry Implications
1. Sports Apparel - Sports apparel companies could offer design resources or financial assistance to schools looking to change offensive team mascots.
2. Education - The education industry can implement programs that encourage schools to diversify their team logos and mascots.
3. Advertising - Advertising agencies could launch campaigns aimed at raising awareness and encouraging schools to end the use of culturally insensitive mascots and logos.