ADD+ for adidas

• Online crm program (agence digitas). target : suburbians 12-25
• Add : A button symbol of web 2. A direct reference to the brand name . Short efficient, three letters = three stripes.
• It’s not a program (too marketing). It’s not a platform (too technical). It’s not even a community (no meaningful enough)
• It’s an organization. Rules, aims, hierarchy, tools, network, power, means…
• Meetings (vs events), contacts (vs friends), team (vs groups), assignments, plan, organization, network, influence…
• Each word is an opportunity to engage the member in a serious social game, fun will be provided on the field, through meetings, members messages and the uploaded contents…