# Mascot Redesign Resources This adidas Program Offers to Help Schools with Offensive Team Mascots By Charlotte Joyce Kidd | Published 2015-11-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/team-mascot References: [nymag](http://nymag.com/thecut/2015/11/adidas-to-help-schools-change-offensive-mascots.html) & [ftw.usatoday](http://ftw.usatoday.com/2015/11/adidas-launches-program-to-help-any-high-school-that-wants-to-change-offensive-mascot-or-nickname?utm_source=feedblitz&utm_medium=FeedBlitzRss&utm_campaign=usatodaycomsports-topstories) In a pleasantly surprising publicity move, [adidas Group](https://www.trendhunter.com/trends/no-more-red) 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](https://www.trendhunter.com/trends/westjet-and-north-star-air) 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](https://www.trendhunter.com/trends/adidas-originals-new-campaign). ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 42% | Activity: 15% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **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. - **Brands Supporting a Cause:** Brands can solidify their image as caring and current by supporting causes close to their industry. - **Brand-provided Services:** By providing helpful services, brands can increase engagement with consumers and generate positive PR. ### Where This Applies - **Sports Apparel:** Sports apparel companies could offer design resources or financial assistance to schools looking to change offensive team mascots. - **Education:** The education industry can implement programs that encourage schools to diversify their team logos and mascots. - **Advertising:** Advertising agencies could launch campaigns aimed at raising awareness and encouraging schools to end the use of culturally insensitive mascots and logos. ## Related on Trend Hunter - [Violence-Combating Football Collaborations](https://www.trendhunter.com/trends/no-more-red.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Esports Merchandising Deals](https://www.trendhunter.com/trends/100-thieves-6.md) - [Ultra-Personalized AI-Backed Campaigns](https://www.trendhunter.com/trends/my-cause-my-cleats1.md) - [Fan-Lead Game-Day Experiences](https://www.trendhunter.com/trends/mascot-aura-audit.md) - [Brand-Led Endangered Animal Programs](https://www.trendhunter.com/trends/endangered-animal-program.md) - [Autism-Supporting Athletics Brands](https://www.trendhunter.com/trends/nba-nike-autism-awareness.md) - [Ability-Focused CSR Campaigns](https://www.trendhunter.com/trends/ability-signs.md)