Blend out the noise

The adidas Annual Report 2023 combines information on the last financial year with a bold design that is all about blending out the noise.

The full-HTML report is at the heart of adidas’ reporting strategy. It does not only contain the whole content of the audited report, but it also includes special online only pages. As lead agency, nexxar is responsible for the creative concept of the online report and the design of the PDF version. Also, we take on the implementation of the online version and provide videos for the social media communication on LinkedIn after the go live. In collaboration with adidas, we focus on the best possible usability and user journey, an online-specific information design and digital storytelling.

  • Process

  • Services we provided

    • Consulting
    • Design concept & programming
    • Motion design
    • PDF design
    • DMS support
  • Features

    • Topic filter
    • Key figures comparison
    • Dashboard
    • Snackable stories
    • Interactive value creation model
    • Animated charts
    • Special pages introducing Board members
    • Social media assets
See it live

Snackable content

The art of keeping it short and simple is used on two different pages: the “highlights of 2023” are inspired by media centres. In brief stories, stakeholders discover events and products of the year, combined with micro-animations and videos. Even the CEO reveals his favourite products in a short video message. The dashboard is the other page using snackable content. Inspired by Instagram stories, it provides short facts and figures about the last financial year, giving an overview of major topics covered in the report. If users want to know more about one topic, they can jump to the addressed content in the annual report by clicking on a link.

The photographic concept

This year, the fotos are all about focus. This means that the exposure times of the photos can be maximised and that objects can either be blurred or super sharp. On a metaphorical level, we use the word focus to show athletes focussing entirely on the moment and blocking out all surrounding noise.

Value creation model

adidas explains how they create value in their new interactive infographic. Stakeholders can discover input and output factors. By clicking on the factors, they can jump to the respective section of the report and find even more detailed information. The video in the centre of the graphic also shows what’s at the heart of the company: the consumer.

How to make the annual report visible

In order to inform your stakeholders where to find the annual report in a digital version, you’ve got to make your report visible on various channels. adidas knows about this need and accomplishes it by using two strategies: on the one hand, they publish postings regarding the annual report on social media (e.g. a video about the most important KPIs) and link to the online version of the report. On the other hand, they prominently link the online report on their corporate website. Both strategies help to increase the number of page visits to the digital version of the annual report.

PDF from Disclosure Management System

As the focus lies on the online version of the report, the portrait format PDF design is true to the motto “keep it simple”. adidas is using our Online from DMS approach. Together with adidas we create the PDF directly within the Disclosure Management System, which is also the content source of the digital report.


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