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(Brand guidelines) // Sports and outdoors

Adidas brand
guidelines

Adidas’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from adidas.com.

Download the Brand Skill

About Adidas

adidas is a sportswear and lifestyle brand for sport and everyday movement. Its communications connect movement with performance, community, and positive impact.

Use adidas’s own standalone mark and logo artwork as the brand identity. The standalone mark is a supported logo form; use it as an identity asset rather than substituting unrelated imagery or interface icons.

Adidas colors

  • Black

    Text, accents, and primary button backgrounds

    HEX
    RGB

  • White

    Light backgrounds and contrasting button text

    HEX
    RGB

Adidas fonts

  • adineue PRO

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Adidas’s voice

Write with energy and a clear connection to movement. Make the impact of action tangible, and speak directly about the places people play and the work that supports them. Keep the language concise and purposeful.

  • “All it took was one more move. Because, one more ride, serve, hill or corner kick made an impact”
  • “Move for the planet may be over for now, but our journey is not, we're shifting our business to be there for the places we play”
  • “By reimagining the materials we use. By finding ways to extend the life of our products and materials”

Dos and don’ts

Do

  • Use adidas’s own identity marks as brand marks.
  • Use adineue PRO for headings and body copy.
  • Write about movement, sport, and tangible impact in clear, purposeful language.
  • Make sustainability product claims only when they meet the stated footprint criteria.

Don’t

  • Present a product as “Made with a Lower Footprint” without a qualifying 10% or greater cradle-to-grave reduction against an appropriate baseline.
  • Include carbon offsets as a reduction in a product carbon footprint calculation.

Adidas imagery

6 images from adidas.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

6 images

Use adidas identity assets and campaign imagery in context. The campaign examples below connect movement and sport with environmental impact and the places people play.

  • A high-action, motion-blurred photograph capturing the back of Lionel Messi in a pink Inter Miami jersey with the number '10'.
  • A soft-focus photograph captures a densely packed urban hillside of concrete block houses under a hazy, muted sky.
  • A collage of three overlapping photographs capturing soccer culture in a hillside community.
  • A blurred silhouette of a person with short dark hair in a topknot faces away from the camera, gazing toward a vast ocean.
  • A vertical photo captures a golden sunset over a vast, calm ocean from a high vantage point.
  • Bold yellow block lettering centered across a wide banner reads "YOU GOT THIS" in a varsity-style font.

More from the Brand Skill

Digital design

For adidas website work, use a light presentation with Black text and accents on White backgrounds. Primary buttons use a Black fill with White text; secondary buttons use a transparent fill, Black text, and a Black outline. Buttons have a modest corner radius. Cards use a White surface, a Light gray border, and restrained spacing.

Sustainability claims

Use “Made with a Lower Footprint” only for a product that qualifies against a baseline product: its cradle-to-grave carbon footprint reduction must be at least 10%. The baseline is either a previous version of the same product or a product serving the same purpose.

Do not count carbon offsets toward the product carbon footprint reduction. Product carbon footprint calculations cover the life cycle from raw-material extraction through end of life, including materials and production, assembly, packaging, transportation, and product use.

Download Adidas’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Adidas’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 6 images and the logos. The font files belong to adidas AG, so they’re left out.

Download the Brand SkillZIP, 561 KB

adidas-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery.md

│ ├ digital-design.md

│ └ sustainability-claims.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from adidas.com on 3 Nov 2026. It isn’t Adidas’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Adidas and its logos are trademarks of adidas AG. Rainbrand isn’t affiliated with or endorsed by adidas AG.

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