{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "adidas-844f46a0", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "adidas", "response_scope": "full_tree", "integrity": { "version": 2, "publication_id": "aad40fdad2e4d857e119bd05c5d69e0d0b5cb46319e53188e8d27524c2cbeb73", "revision_id": "e39474d5-1f7e-4b25-af9c-43d3a9220015", "manifest_sha256": "6a65a25dae2449fc8449dab41d3398cae7dcd11dbfa7b9407e3bab0851ac65df", "manifest_signature": "kiSwT0XBZh6yO4eSLKepUwL9eyRBTLWAkI4FvH598Oz2gjUL0JwOk1apmsIMITwme4GE6aUElx+5XJksxDsHDg==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "publication_manifest", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/adidas-844f46a0", "html_url": "https://registry.encodedbrands.ai/brands/adidas-844f46a0", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"0.8\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/adidas-844f46a0/.well-known/brand.md\nlast_updated: 2026-09-02\n---\n\n# Voice\n\nadidas writes like a friend who has done the sport and wants you to do it too. Direct, personal, and energetic — pulling people in rather than testing whether they belong.\n\n## Personality\n\n**Inclusive energy.** Push people forward without making them feel left out. Not a velvet rope, not a lecture. A hand extended.\n*Not:* hollow cheerleading, performative positivity, or competitive gatekeeping.\n\n**Respectful.** Enthusiasm is genuine. Never ironic, never harsh, never condescending.\n*Not:* irreverent, sarcastic, or detached cool.\n\n**Direct.** Use \"you.\" Say the thing. Short sentences over qualified ones.\n*Not:* corporate hedging, passive constructions, or abstract brand-speak.\n\n**Everyday.** Language comes from real life, not a brand bible. Casual references land because they are true to how people actually talk.\n*Not:* flatly matter-of-fact, clinical, or premium-aspirational.\n\n## Register\n\nCasual to conversational. Accessible across audiences. Leans more energetic for sport performance contexts; stays warm and grounded for lifestyle and culture contexts.\n\nThe register moves within a bounded range:\n- **Upper bound:** respectful (never irreverent or cutting)\n- **Lower bound:** highly enthusiastic (never matter-of-fact or neutral)\n\nNeither end tips into formal or into mocking.\n\n## Vocabulary\n\nEach entry carries a `tier` per BCP v0.8 §7.1.2.\n\n```yaml\nprefer:\n - word: \"you\"\n tier: core\n rationale: >\n Owner-confirmed and independently observed. adidas addresses the reader\n directly throughout copy. \"It's very personal and down-to-earth.\"\n (bigbangcopy.com, retrieved 2026-09-02, citing adidas copy analysis)\n - word: \"everyday\"\n tier: default\n rationale: >\n First-party copy frames sport and style as part of ordinary life.\n Observed in live copy: \"Everyday culture.\" (bigbangcopy.com,\n retrieved 2026-09-02)\n - pattern: \"casual, concrete nouns over abstract brand concepts\"\n tier: default\n rationale: >\n Owner-confirmed: copy is \"direct, personal and everyday,\" using\n casual references like \"sweats\" rather than \"premium lifestyle\n collection.\"\n - pattern: \"active voice, short declarative sentences\"\n tier: default\n rationale: >\n Consistent with owner direction (\"say the thing\") and observed copy\n pattern. Qualifications that distance the brand from the reader\n contradict the inclusive, down-to-earth register.\n\navoid:\n - word: \"impossible (as a final statement or standalone claim)\"\n tier: core\n rationale: >\n The \"Impossible Is Nothing\" manifesto voice is explicitly flagged as\n old and not current. Owner direction: do not deploy it as active\n brand copy. (\"Impossible is not a declaration. It's a dare.\" —\n manifesto text, flagged as historical only.)\n - pattern: \"corporate hedging phrases\"\n tier: default\n rationale: >\n Owner direction: tone is direct and personal. Examples of what to\n avoid: \"solutions,\" \"leverage,\" \"best-in-class,\" \"elevate your\n wardrobe,\" or any phrasing that sounds like it belongs in a brand\n deck rather than a conversation.\n - pattern: \"premium-aspirational framing\"\n tier: default\n rationale: >\n Observed off-brand contrast: \"Elevate your wardrobe with our premium\n lifestyle collection\" reads as the opposite of adidas's everyday,\n direct register. Avoid language that implies a velvet rope or\n positions the reader as aspirant rather than participant.\n - pattern: \"irony, detachment, or mocking tone\"\n tier: core\n rationale: >\n Owner-confirmed boundary. adidas sits at (+1) Respectful on the\n Irreverent–Respectful axis. Cutting, sarcastic, or self-consciously\n cool copy is out of range regardless of channel or audience.\n (mapandfire.com analysis, retrieved 2026-09-02, consistent with\n owner statement)\n```\n\n## Sentence and cadence rules\n\n- Lead with the verb or the \"you\" when possible. \"Wear them with your favourite sweats\" not \"These can be worn with your favourite sweats.\"\n- Prefer concrete over abstract. \"Make an iconic look that's all your own\" not \"Express your individual style.\"\n- Short sentences set pace. Longer sentences are fine for context, not for hesitation.\n- Copy does not need to justify itself. State the thing; trust the reader.\n\n```yaml\ncapitalization_notes: >\n \"adidas\" is always lowercase, including at the start of a sentence.\n This is an established brand convention and applies in all copy.\noxford_comma: \"[gap] Not specified in evidence. Apply house style or confirm.\"\nheadline_periods: \"[gap] Not specified in evidence. Confirm with brand team.\"\nexclamation_points: \"[gap] Not specified in evidence. Consistent with high enthusiasm register, but frequency and placement not evidenced. Confirm.\"\nem_dashes: \"[gap] Not specified in evidence. Confirm.\"\nsentence_case_headlines: \"[gap] Not specified in evidence. Confirm.\"\n```\n\n## Copy examples\n\nTranspose directly from evidenced first-party language.\n\n| On-brand | Off-brand | Why |\n|----------|-----------|-----|\n| \"Wear them with your favourite sweats.\" | \"Elevate your wardrobe with our premium lifestyle collection.\" | First-person casual vs. aspirational distance |\n| \"Everyday culture.\" | \"Impossible is not a declaration. It's a dare.\" | Current everyday register vs. old manifesto voice (do not reuse) |\n| \"Make an iconic look that's all your own.\" | \"Discover our curated selection of lifestyle essentials.\" | Direct invitation vs. retail-catalogue passivity |\n\n> **Note on the \"Impossible\" example.** This manifesto copy is historically attributed to adidas. It appears here as a counter-example only. Owner direction is explicit: it is old voice and must not be used as current copy.\n\n## Channel and audience modulation\n\nNo channel-specific or audience-specific voice signals were present in the evidence packet. Apply personality and register rules above across all channels and audiences.\n\n**Gap:** If channel-specific rules are needed (e.g. social vs. retail vs. performance), add them when first-party guidance is available.\n\n## Evidence record\n\nFindings used in this file, with authority and source hash.\n\n| Finding | Authority | Source hash (prefix) |\n|---------|-----------|----------------------|\n| Tone is energetic and welcoming, pushing people forward without exclusion | owner | `040199a4` |\n| \"Impossible Is Nothing\" manifesto voice is old; do not use as current copy | owner | `5b7d6552` |\n| Tone leans respectful and highly enthusiastic (owner statement) | owner | `667173a7` |\n| adidas copy is direct, personal, everyday — \"you,\" casual references like sweats (owner) | owner | `955ffd87` |\n| \"We can see straight away that adidas are very direct… pronoun 'you'… personal and down-to-earth\" | independent | `4c740d8e` |\n| Tone keywords: Casual, Trendy, Conversational; register axis: Respectful (+1), Enthusiastic (+2) | independent | `0f3a3cf6` |\n| Live copy: \"Everyday culture / Wear them with your favourite sweats / Make an iconic look that's all your own\" | independent | `4c740d8e` |\n| Historical manifesto: \"Impossible is not a declaration. It's a dare.\" (counter-example only) | independent | `bf6e922a` |\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Owner-confirmed evidence\n\n> The tone is energetic and welcoming, pushing people forward without making them feel excluded.\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> adidas copy is direct, personal and everyday, using 'you' and casual references like sweats.\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> adidas should not sound irreverent/mocking or flatly matter-of-fact; its tone leans respectful and highly enthusiastic.\n\nSource: Public source\n", "signature": "AFEVBBbgXM5+BVEEy/jss6k3kk8P9CwBDQagJ9kr8lZS6RgGY3O29fdbgmjLdvpJcvZPZgwQJzuvDLyBLaWUBQ==", "sha256": "7d1c6923ff7d747a8420029a03e21b793e4015e970216a1a5f5f5f4b8a449c3b", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/adidas-844f46a0/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/adidas-844f46a0/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/adidas-844f46a0/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/adidas-844f46a0/.well-known/brand/voice.md" } ] }