Challenge
Escaping the corporate echo chamber
In 2017, adidas was on a mission to evolve.
The corporate communications team had spent three years moving from a basic comms function to an integrated team focused on building reputation and driving employee engagement.
There were new staff, new positions, and a renewed emphasis on what the team aspired to be for the company.
But there was a hitch.
Despite the fresh faces and roles, the company was still ensnared in a corporate mentality that stifled creativity and genuine connection.
The brand that thrived on innovation in sportswear was finding it challenging to innovate internally.
They needed a way to ignite authentic communication and foster a culture that resonated with their brand’s dynamic spirit.
Solution
Storytelling training with ECHO
Enter ECHO Storytelling Agency.
With a reputation for transforming narratives, ECHO introduced adidas to their Storytelling Training program.
This wasn’t your typical workshop.
It was:
- Customized to adidas’s unique culture and challenges.
- Interactive, ensuring participants weren’t just passive listeners.
- Practical, providing tools that employees could immediately apply.
The training aimed to help adidas employees craft and share stories that reflected their personal experiences and the brand’s ethos.
By doing so, it sought to break down corporate barriers and build genuine connections among teams.
Result
A cultural shift
Post-training, adidas witnessed a transformation.
Employees began:
- Sharing stories that resonated with colleagues.
- Communicating with authenticity and clarity.
- Feeling more connected to the brand and each other.
The corporate façade started to crumble, making way for a more inclusive and dynamic workplace.
The storytelling approach didn’t just change communication—it revitalized the company’s internal culture.
One more cool thing...
The power of personal narratives
During the training, an employee shared a story about their journey from a small town to working at adidas.
This narrative struck a chord, leading to a series of story-sharing sessions across departments.
These sessions became a staple, fostering empathy, understanding, and a stronger team bond.
Ready to transform your team's communication?
Discover how ECHO’s Storytelling training can revolutionize your workplace culture, and explore more success stories to see the impact of authentic storytelling in action.
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