CONCEPT // ASU IS AN ADIDAS SCHOOL
Last month, ASU announced an eight year partnership with Adidas beginning next summer, that gives the footwear and apparel giant the rights to ASU’s on field apparel license for the next eight years. Sun Devil coaches, players and administration will be wearing Adidas on and off the field for the equivalent of two presidential terms.
The Sun Devil Athletics brand is one of the more recognizable brands in college sports, and as so, they were heavily cultivated by Adidas and Under Armour, two rival corporations of ASU’s current on-field licensee, Nike. Nike is responsible for the current branding and on-field looks for the Sun Devils, and has been a partner with the school’s athletics program since 2004. In that time Nike has helped ASU with important branding projects like the introduction of black and copper to their color scheme, the adoption of a new athletics font, and the curation of the school’s beloved mascot ‘Sparky.’ In 2011, the school made its most important decision with Nike’s help by announcing the ‘pitchfork’ logo, one of the strongest and quickly most-recognizable marks in college sports.
Most would say a brand refresh or overhaul isn’t needed, especially after four school seasons of the pitchfork era. But with a new apparel partner, you can bet some changes are coming. Adidas will be sure to make its mark and bring a ‘refreshing’ take to the school’s style guidelines and branding. How much they’ll push the envelope is unclear, but with different technologies and philosophic takes on apparel, uniforms, equipment and footwear, there will be subtle changes to the uniforms.
ASU is my alma mater, and my career has been forged in the sports branding industry. So, I decided to give my creative take on what changes to Adidas could look like, taking current Adidas templates and adorning them with some maroon and gold. I kept ASU’s current branding in mind but used Adidas apparel, footwear and equipment as my canvas.
Notice anything different about ‘Sparky’ below? Click on him to see the rest of my ASU/Adidas updates.