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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



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

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

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.
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.
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