# adidas — Brand Spec ## 01 Brand Overview adidas is a global sport-performance and lifestyle brand built on athletic authenticity — gear for every athlete, from marathon start lines to street-culture drops. The identity is stark, high-contrast and photography-forward: black-and-white chrome that lets bold product imagery and human athletes carry all the color. Positioning is confident, egalitarian and relentlessly forward-moving. ## 02 Color Palette ``` - name: canvas role: bg hex: #ffffff ``` ``` - name: ink role: subject hex: #000000 ``` ``` - name: primary role: accent hex: #408267 ``` ``` - name: secondary role: highlight hex: #0081c7 ``` ``` - name: link role: surface hex: #0066ff ``` ``` - name: sale-red role: highlight hex: #e02020 ``` ## 03 Typography - Primary (display): `'AdihausDIN', 'DIN Next', 'Oswald', sans-serif — headlines, section labels, product titles. Condensed, uppercase, industrial-grotesque with tight tracking.` - Secondary (body): `'Helvetica', 'Helvetica Neue', Arial, sans-serif — running prose, descriptions, FAQ copy.` - Mono (metadata): `'Roboto Mono', 'SFMono-Regular', monospace — prices, size counts, numeric metadata.` ## 04 Voice ### Values "Through sport, we have the power to change lives — impossible is nothing." ### Aesthetic High-contrast monochrome, editorial sport photography, industrial-DIN precision, uppercase discipline, dense grid catalog, athlete-forward ### Tone of Voice Confident, direct, motivational, unpretentious ## 05 Layout posture - Edge-to-edge full-bleed hero photography stacked in equal thirds, product grids in tight 4-up rows below. - Uppercase micro-labels and section headers set the rhythm; content dense but breathing with generous vertical section gaps. - Zero-radius rectangular everything — cards, buttons, image tiles are hard-cornered. - Black footer slab anchors the page; thin monochrome dividers separate resource columns. ## 06 Anti-defaults - Never rounded corners — radius is strictly 0px on cards, buttons and inputs. - Avoids soft pastel brand chrome; color lives in photography and sale flags, not UI furniture. - No drop-shadow elevation or glassy gradients — flatness is enforced. - Never mixed-case display type; headers and labels stay uppercase in condensed DIN. - Avoids decorative iconography — icons are strictly functional line marks. ## 07 Logo - The mark is the three-bar "mountain" symbol — three ascending parallelograms, purely geometric, solid black, no wordmark in this cut. - Provide black-on-white and white-on-black (footer) variants only; never introduce a colored fill. - Maintain clear space equal to the height of the shortest bar on all sides; minimum legible size ~20px tall. - Never recolor the mark off-palette, add gradients, or round the sharp parallelogram corners. ## 08 Imagery - Documentary sport photography: real athletes mid-effort (marathon finishers, sprinters), sweat and motion prioritized over studio polish. - Product silhouettes shot on flat light-gray (#f5f5f5) seamless backgrounds, centered, no props, consistent 3/4 angle. - Collab/drop editorial uses bold graphic overlays (Pokémon, jerseys) against dark studio sets. - Treatment: high contrast, saturated on-body color against neutral UI; avoid muted filters or lifestyle clutter. - Avoid stock-feeling posed smiles unrelated to sport; every image should imply performance or culture. ## 13 Products - store finder (service) - MEN (product)  - Homepage (service) - orders and returns (service) - Best Sellers (product) - NEW & TRENDING (product) - SHOES: Adizero EVO SL EXO Shoes (product)  - Trending Now (product)