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
Ranked in top 5 companies for removing infringing accounts on Meta platforms since phase 1 start.
Repatriated 40+ licensed global handles omitted from Meta business suite.
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
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.
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
Licensees and regional teams did not consistently follow adidas’ social media policies, leading to misalignment, confusion and inefficiencies.
Fragmented Account Management
adidas’ Meta Business Suite setup was incomplete, with missing licensed accounts operating outside of company control and inconsistent access permissions.
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
Ongoing actions
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.
Conclusion
Handles.org empowered adidas to take full control of its social identity, creating a streamlined, secure, and scalable social media presence that not only aligns with its global brand strategy but also safeguards its customers.
Every brand faces unique challenges, but we have yet to encounter one that has complete control over its social ecosystem. Through a comprehensive audit, we uncover vulnerabilities, eliminate threats, and implement a future-proof strategy—ensuring your brand remains protected, optimized, and ahead of the curve in an ever-evolving digital landscape.
