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
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