Enterprise

Tools

Pricing

About

Contact

Contact

Case Study

adidas

How adidas took ownership of their Social Identity.

adidas faced challenges with fragmented social media account management, unregulated account access, and inconsistent governance across its extensive network of social profiles.

Handles.org partnered with adidas to conduct a comprehensive audit, resolve infringements, and implement governance and optimisation solutions that streamlined operations and secured their brand across platforms.

Key Results

9000+ social accounts removed in phase 1, with a further 50,000 removals expected across 2025.

9000+ social accounts removed in phase 1, with a further 50,000 removals expected across 2025.

Over 20 MILLION combined followers exposed to fraudulent accounts shielded.

Over 20 MILLION combined followers exposed to fraudulent accounts shielded.

Ranked 3rd globally for removing infringing accounts on Meta platforms since phase 1 start.

Repatriated 40+ licensed global handles omitted from Meta business suite.

Consolidation of accounts and practices across global platforms has streamlined content and ad process efficiency by 3x.

Consolidation of accounts and practices across global platforms has streamlined content and ad process efficiency by 3x.

About adidas

adidas is a global leader in sportswear, known for its innovative designs and expansive market reach. With operations in numerous countries and a vast network of licensees, adidas relies heavily on its social media presence to engage customers and build its brand.

Social Media Landscape
adidas manages a complex ecosystem of over 250 social media accounts across multiple regions, each representing various product lines, partnerships, and campaigns. Ensuring consistency and governance across this network is a monumental task.

Social Media Landscape
adidas manages a complex ecosystem of over 250 social media accounts across multiple regions, each representing various product lines, partnerships, and campaigns. Ensuring consistency and governance across this network is a monumental task.

Social Media Landscape
adidas manages a complex ecosystem of over 250 social media accounts across multiple regions, each representing various product lines, partnerships, and campaigns. Ensuring consistency and governance across this network is a monumental task.

The Challenges

Fragmented Account Management

adidas’ Meta Business Suite setup was incomplete, with missing licensed accounts operating outside of company control and inconsistent access permissions.

Governance Gaps

Licensees and regional teams did not consistently follow adidas’ social media policies, leading to misalignment, confusion and inefficiencies.

Adidas Brasil

@adidas_br

Instagram

122

Posts

100

Followers

Severity: Low

Adidas Brasil

@adidas_br

Instagram

122

Posts

100

Followers

Severity: Low

Adidas Brasil

@adidas_br

Instagram

122

Posts

100

Followers

Severity: Low

Adidas Brasil

@adidas_realnow

Instagram

90

Posts

5.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_realnow

Instagram

90

Posts

5.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_realnow

Instagram

90

Posts

5.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_ukk

Instagram

426

Posts

2.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_ukk

Instagram

426

Posts

2.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_ukk

Instagram

426

Posts

2.4k

Followers

Severity: Medium

Adidas Brasil

@adidas_br

Instagram

122

Posts

3.9K

Followers

Severity: Medium

Adidas Brasil

@adidas_br

Instagram

122

Posts

3.9K

Followers

Severity: Medium

Adidas Brasil

@adidas_br

Instagram

122

Posts

3.9K

Followers

Severity: Medium

Adidas Brasil Real

@adidas_br_real

Instagram

122

Posts

2.4k

Followers

Severity: High

Adidas Brasil Real

@adidas_br_real

Instagram

122

Posts

2.4k

Followers

Severity: High

Adidas Brasil Real

@adidas_br_real

Instagram

122

Posts

2.4k

Followers

Severity: High

Adidas Official

@adidasofficialll

Instagram

150

Posts

2.4k

Followers

Severity: High

Adidas Official

@adidasofficialll

Instagram

150

Posts

2.4k

Followers

Severity: High

Adidas Official

@adidasofficialll

Instagram

150

Posts

2.4k

Followers

Severity: High

Adidas Brasil

@adidas_br

Instagram

122

Posts

6.1K

Followers

Severity: Low

Adidas Brasil

@adidas_br

Instagram

122

Posts

6.1K

Followers

Severity: Low

Adidas Brasil

@adidas_br

Instagram

122

Posts

6.1K

Followers

Severity: Low

Adidas USA

@adidasusaoffical

Instagram

1.3k

Posts

3.5k

Followers

Severity: High

Adidas USA

@adidasusaoffical

Instagram

1.3k

Posts

3.5k

Followers

Severity: High

Adidas USA

@adidasusaoffical

Instagram

1.3k

Posts

3.5k

Followers

Severity: High

Adidas Brasil

@adidas_br

Instagram

533

Posts

2.4k

Followers

Severity: High

Adidas Brasil

@adidas_br

Instagram

533

Posts

2.4k

Followers

Severity: High

Adidas Brasil

@adidas_br

Instagram

533

Posts

2.4k

Followers

Severity: High

Infringements

Thousands of fake accounts and unauthorized usage of adidas’ name and branding created brand safety risks.

Brand Safety Concerns

With so many accounts providing global reach, it was incredibly difficult to have consistent oversight. Accounts not linked to the centralised business manager fell behind on content or messaging updates, and some weren't implementing correct security measures. This posed risks to potential breaches in security or brand policy.

The Handles.org Approach

Audit Phase

Handles.org began with a comprehensive audit to provide adidas with a complete overview of their social media presence. We identified all licensed handles, uncovered threats from impersonating accounts, and evaluated existing security practices, including Meta Business Suite-linked accounts. By mapping adidas’ assets and policies, we established a strong foundation for governance and optimization.

Governance & Streamlining

To streamline and safeguard adidas’ social media ecosystem, we created and enforced approved policies for account creation, naming conventions, and ongoing management. This included updating profile photos and usernames to align with adidas’ global branding strategy, securing account verification, and implementing governance protocols to ensure licensees followed company guidelines. These measures provided Adidas with a standardized and compliant framework for managing their social presence.

Optimization for Growth

To amplify adidas’ reach and relevance, we leveraged our expertise in social search optimization. Similar to SEO for social media, this involved optimizing existing profiles, creating new accounts to target key search terms, and crafting strategies to dominate social search. Our actionable insights ensured that adidas’ social media presence grew smarter, more visible, and more competitive.

Accounts

220 accounts found

Platform: All

Search accounts

Add handle

Add handle

Add handle

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas_france

X (Twitter)

Login

Copy

Settings

Handle

@adidas_france

X (Twitter)

Login

Copy

Settings

Handle

@adidas_france

X (Twitter)

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas_uk

Facebook

Login

Copy

Settings

Handle

@adidas_uk

Facebook

Login

Copy

Settings

Handle

@adidas_turkey

Google

Login

Copy

Settings

Handle

@adidas_turkey

Google

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas_originals

LinkedIn

Login

Copy

Settings

Handle

@adidas_originals

LinkedIn

Login

Copy

Settings

Handle

@adidas_originals

LinkedIn

Login

Copy

Settings

Handle

@adidas_usa

Facebook

Login

Copy

Settings

Handle

@adidas_usa

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

Facebook

Login

Copy

Settings

Handle

@adidas

dribbble

Login

Copy

Settings

Handle

@adidas

dribbble

Login

Copy

Settings

Handle

@adidas

snapchat

Login

Copy