Case Study
adidas
Every day, brands battle impersonation, copyright violations, executive identity theft, and gray market sales, while their customers are bombarded with fake accounts, misleading offers, and fraudulent links. Trust is eroding, and protecting brand identity online has never been more challenging.
For adidas, a brand with 75 years of history and 100 million followers online, managing this vast social media ecosystem became an urgent priority. Fragmented account management, unregulated access, and a growing number of brand threats exposed the limitations of traditional solutions.
Recognizing the need for a comprehensive and scalable approach, adidas partnered with Handles.org to take back control. Founded by executives with deep insider knowledge of social media security, Handles.org has built the first platform-verified defense system designed specifically for modern brand protection.
Through a comprehensive audit, infringement resolution, and governance implementation, Handles.org helped adidas streamline operations, enhance security, and reinforce its leadership in digital brand protection.
This case study explores how adidas tackled these challenges head-on - setting a new industry standard for safeguarding social identity.
Key Results
100+ million followers protected
Ranked in top 5 companies for removing infringing accounts on Meta platforms since phase 1 start.
266 licensed handles identified and aligned under the single management suite to provide full oversight.
The challenge
With over 250 social media accounts across multiple regions, product lines, partnerships, and campaigns, adidas operates a vast and complex digital ecosystem. Maintaining security, consistency and governance across this network is a challenge - one that requires constant oversight and adaptation. To take control and protect its brand identity, Handles.org and adidas looked at four key pillars:
Infringements
Brand Safety Concerns
Core Brands & IP
Protected Sub-Brands
@adidas
@adidasoriginals
@adidastennis
Localisation
Handles
@adidasuk
@adidasthailand
@adidas.turkey
Company
Executives
@adidasCEO
@adidasCTO
@adidasCFO
Slogans and Phraseology
@threestripes
@impossibleisnothing
@yougotthis
Governance Gaps
Fragmented Account Management
The Solution in Action
Collaboration Model
Handles.org worked hand-in-hand with adidas’ internal teams and social platforms, namely meta, ensuring seamless implementation of the solutions without disrupting day-to-day operations.
Key Actions Taken
1
Conducted a detailed audit of adidas’ Meta Business Portfolio to identify gaps and risks.
2
Removed fake accounts and reclaimed key handles to protect brand integrity.
3
Standardized usernames and profile details across all accounts.
4
Developed tailored governance protocols, including onboarding workflows for new licensees.
5
Optimized profiles and implemented strategies to enhance social search visibility.
1,580 handles found from 300k scans
@
0.23%
+4,520
+1,309
+
Number of Infringements Resolved
+
Accounts Optimized
M
?
Users shielded
Enhanced brand protection and reputation
Streamlined account management processes.
Greater compliance and alignment across regional & licensee accounts.
Regular audits uncover hidden risks and opportunities for improvement.
Clear policies and training improve consistency across global teams.
Targeting social search terms helps brands stay competitive.
Chris Watt
adidas
The Future
Implementing governance policies, conducting thorough audits, and optimizing practices are just the beginning for a global brand. To maintain a strong and secure social presence, it is crucial to sustain this momentum by consistently enforcing established policies, continuously auditing and addressing their social media presence, and optimizing fortified brand accounts for peak performance. We’ve helped adidas create a standardised environment for social media management, and will continue to support them by:
Handles.org empowered adidas to take full control of their social media identity. We are helping to deliver a secure, streamlined experience for their customers, and develop a scalable, risk-free environment for adidas’ continued social media operations.
Every brand faces unique challenges, and we have yet to encounter one that has complete control over its social ecosystem. Through a comprehensive auditing, governance enforcement and discoverability optimization, Handles.org will uncover vulnerabilities, eliminate threats, and implement a future-proof strategy.
We ensure your brand remains protected, optimized, and ahead of the curve in an ever-evolving digital landscape.
