Enterprise
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About
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
Repatriated 40+ global handles missed 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 accounts and inconsistent access permissions.
Governance Gaps
Licensees and regional teams did not consistently follow adidas’ social media policies, leading to misalignment and inefficiencies.
Infringements
Fake accounts and unauthorized usage of adidas’ name and branding created brand safety risks.
Brand Safety Concerns
Vulnerabilities in account oversight exposed Adidas to reputational and security risks.
Handles.org’s Approach
Audit Phase
Handles.org began with a comprehensive audit to provide adidas with a complete picture of their social media presence. We identified all owned handles, uncovered threats from impersonation accounts, and evaluated existing security practices, including Meta Business Suite-linked accounts. By aligning adidas’ assets and policies, we established a strong foundation for governance and optimization, ensuring all necessary elements were in place before moving forward.
Governance & Streamlining
To streamline and safeguard adidas’ social media ecosystem, we created and enforced tailored 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 proper 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 and execution ensured that adidas’ social media presence grew smarter, more visible, and more competitive.
Accounts
220 accounts found
Platform: All
Search accounts
Safety Score
5/10
Search Ranking
Poor
Consistency
8/10
Available platforms
48
Taken platforms
28
Available Variants
12 handles found
Platform: All
Search handles
Status
Handle
Platform
Action
High Risk
adidas
Country
adidas_fr
Typo
abidas
Suffix
adidas_you
TikTok
Prefix
de_adidas
Twitch
Prefix
pl_adidas
Infringments
These handles are already taken. Let our team handle any infringements for you.
adidas
Taken
adidas_france
Taken
adidas_all
Taken
adidas_xx
Taken
nowadidas
Taken
adida
Taken
adibass
Taken
adidassno
Taken
adidassno
Taken
The Solution in Action
Key Actions Taken
Conducted a detailed audit of adidas’ Meta Business Manager to identify gaps and risks.
Optimized profiles and implemented strategies to enhance social search visibility.
Removed fake accounts and reclaimed key handles to protect brand integrity.
Standardized usernames and profile details across all accounts.
Developed tailored governance protocols, including onboarding workflows for new licensees.
Collaboration Model
Handles.org worked hand-in-hand with adidas’ internal teams and external stakeholders, ensuring seamless implementation of the solutions without disrupting day-to-day operations.
Results & Impact
Quantifiable Metrics
9163
Number of Infringements Resolved
266
Accounts Optimized
Details
Reduction in Risks
Qualitative Outcomes
Enhanced brand protection and reputation
Streamlined account management processes.
Greater compliance and alignment across regional & licensee accounts.
Lessons Learned
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.
For adidas
We’ll continue ongoing governance with periodic audits to ensure compliance and address emerging challenges.
Monitor licensee adherence to policies and update training programs as needed.
Maintain the partnership with adidas, providing continued support for governance, monitoring, and optimization.
Handles.org will continue to provide ongoing governance services, ensuring adidas' social media ecosystem remains secure and aligned with global standards. Periodic audits will be conducted to evaluate compliance, identify new risks, and address emerging challenges, keeping adidas ahead of potential threats.
We will also monitor licensee adherence to established policies, providing detailed feedback and corrective measures when necessary. To support consistent compliance, we’ll regularly update training programs to reflect the latest governance practices and platform changes, empowering regional teams and licensees with the tools they need to succeed.
By maintaining a close partnership with adidas, Handles.org will deliver continuous support for governance, monitoring, and optimization. This includes proactive oversight, refining existing strategies, and introducing innovations to strengthen adidas’ brand presence and operational efficiency across its vast network of social media accounts. Together, we’ll ensure adidas' social media presence remains protected, streamlined, and poised for growth.
Conclusion
Handles.org enabled adidas to own their social identity and grasp governance of their social presence alongside, protecting their brand, and establishing scalable systems for the future. By resolving infringements, optimizing accounts, and strengthening governance, Adidas now has a secure and streamlined social media presence that aligns with their global brand strategy.
