Creating a brand community as a way to build its recognition and consumer loyalty. Case study of the international adidas Runners project

The evolution of the brand from a symbol denoting the origin of a product to a cultural phenomenon shows that it is a highly complex and variable category. One way to build brand recognition and customer loyalty is by creating communities around them. These communities are not limited by geography. Increasingly, what binds them together is not just the product or service of a brand, but also the beliefs, passions, convictions, and values held by consumers belonging to the community and consistent with the brand's values. An interesting way to build a brand community is through the activities of global sports brands. The gathering of enthusiasts of a particular sport under groups organized around a specific brand is becoming increasingly popular. In the world of sports, establishing parallel and utilitarian values for consumers that can build a community around the brand is not only fascinating but also allows for the real creation of communal brand characteristics, such as collective consumer awareness, shared traditions, or a sense of moral responsibility. Building a kind of collective consciousness among the members of a community allows them to distinguish themselves from others who are not part of the brand community. One of the key elements of a community is the emotional loyalty of its members to the brand. This article presents the way of building and conducting activities related to the creation of a brand community for adidas, exemplified by the international adidas Runners project.

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