Identit EFFECTIVE OCTOBER 2008
adidas CORPORATE CORPORATE BRAND LOGO GUIDELINES
adidas CORPORATE BRAND LOGO It is critical to our success that we use our Brand’s trademarks in a consistent, meaningful, and targeted way. Very often the first impression people have about the adidas Brand is when they see its logo. To abuse our corporate identity is worse than not using our identity at all. The following pages will show you when, where, and how to use the adidas Brand Logo to achieve maximum branding on corporate communications. To obtain adidas Group, Brand, and Division Logos, or if you have any questions or need any help with the guidelines, please contact the adidas Brand Identity Group at
[email protected]
CONTENT
REMINDER Typeface choice. When choosing a typeface for
aB_3_Construction
communications, select a font(s) which does not
aB_3_Size
resemble the letters of the adidas logo in any way.
aB_4_Clear Space
This is imperative to ensure the uniqueness and prominence of the adidas branding.
aB_4_Colour and
Backgrounds aB_5_Colour Palette aB_5_Corporate Events aB_6_Sample Templates aB_7_Trademark and Copyright aB_7_adidas Font aB_8_General Grid aB_8_Landscape Layouts aB_9_Portrait Layouts aB_9_Portrait With Border aB_10_Copy Placement Cover aB_11_Copy Placement Interior aB_12_Other Applications
adidas in text. adidas is always spelled in all lower
case letters; in headlines, in text, at the beginning of a sentence, always. This is as much of adidas brand recognition as our Logos. Please make every effort to make this happen. Exception: If a headline style is all capital letters, adidas can be all capitalized too.
CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
CONSTRUCTION
SIZE
aB_3 Minimum width 18mm
length = “idas”
“idas”
FIRSTNAME LASTNAME
Title Department adidas 5055 N. Greeley Avenue Portland, OR 97217 P +0 000 000 0000 F +0 000 000 0000 M +0 000 000 0000
[email protected]
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The adidas corporate Brand Logo elements are: the 3-Stripes, Wordmark (adidas), and registration (®).
Always use all the elements together as shown; do not rearrange them. The length of the 3-Stripes must always equal the length of “idas” in the Wordmark.
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At its smallest size, the Wordmark must measure at least 18 mm (approximately ¾”) long. When scaling the Logo, always maintain its proper proportions. See page 8 and 9 for more information on sizing the Brand Logo.
The space between the 3-Stripes and the Wordmark must always equal the height difference between the “a” and “d”. The Wordmark is made of specially drawn letter forms; never replace them by a font or use a similar typeface in any communications.
VIOLATIONS
VIOLATIONS
1_Do not change the Logo element size relationships.
1_Do not apply the Logo too small.
2_Do not use the Wordmark without the 3-Stripes.
2_Do not apply the Logo too big.
3_Do not use the 3-Stripes without the Wordmark. 4_Do not break or interrupt the 3-Stripes.
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CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
CLEAR SPACE
COLOUR AND BACKGROUNDS 3a
aB_4 3a
a a a
a
a
a a a
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Always maintain the required clear space around the Logo. No text, image, right edge, etc., should ever interfere with Logo clear space.
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Preferred clear space. This equals 3x the height of the letter “a” (see visuals above). Minimum clear space. This must not be less than 2x the height of the letter “a.” Clear space exceptions. A special clear space of 1x the height of the letter “a” is permitted for narrow spaces only (e.g., flags, podiums, intranet site).
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The Logo may be black or white only; this rule applies to all communications materials. No other colour may be used, including grey; it is important to keep this black/white identity separate from the adidas Group grey/white identity. All the elements must appear together as one colour (either all black or all white). Accepted background colours are white or black.
Place the Brand Logo so it bleeds off the left edge of the layout.
VIOLATIONS
VIOLATIONS
1-2_Do not allow any page edge, text, or graphics i nside the Logo’s clear space.
1_Do not add colour to any element of the adidas Brand Logo. 2_Do not use grey or any other colour as a background. 3_Do not place the adidas Brand Logo over images or graphics.
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Headline Subhead
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Headline Subhead
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CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
COLOUR PALETTE
CORPORATE EVENTS Podiums
aB_5
PMS 293 C
PMS 137 C
C: 100 M: 60 Y: 0 K: 0
C: 0 M: 35 Y: 90 K: 0
PMS 426 C
PMS 356 C
PMS 200 C
C: 0
C: 95 M: 0 Y: 100 K: 25
C: 0 M: 100 Y: 65 K: 10
M: 0 Y: 0 K: 100
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Black and white. The adidas Brand colours of black and white are always used for logos, covers and home pages.
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Accent colours. We have chosen colours similar to the Olympic Rings as accent colours for the adidas Brand colour palette.
Colour should be used only in corporate communications when necessary to distinguish chapter headings, powerpoint bars, etc.
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adidas Brand corporate events uses the adidas Brand Logo. Podiums. Possible branding is shown above for corporate events. Follow clear space rules. Flags. For use at corporate events and adidas office buildings. Backdrops. Carefully consider branding for press conference backdrops. Clear space is important to keep each logo being seen as a unit. Size appropriately so that no matter where a speaker is standing or sitting, the branding is seen. Vertical Logo Exceptions. Podiums and flags can be branded with a vertical Brand Logo for audience visibility and photo opportunities. Never use a vertical Logo for any other application.
VIOLATIONS
VIOLATIONS
1_Do not use colours that are not part of the Brand colour palette.
1-2_Do not use the Brand Logo vertically (see exceptions above). 3_Do not use varying sizes when shown as repeating backdrop pattern. 4_Do not use old adidas Brand Logo.
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CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
SAMPLE TEMPLATES
aB_6 Retail Opportunities adidas 5055 N. Greeley Avenue Portland, OR 97217
adidas 5055 N.GreeleyAvenue Portland, Oregon 97217 USA
adidasis an EqualOpportunityEmployer
We are looking fora few keyplayersto help usachieve ourgoal of becoming thebestsports brand in theworld.With a new store opening soon,we’re accepting applicationsforseveral positions. If you are poised to takethe nextstep in yourcareer with acompany thatis committed to sportand lifestyle,send yourresume to the addressabove,orlog on tothewebsitelis tedbelo w.
Store Manager Assistant Manager
Sales Associates and More
adidas 5055 N.GreeleyAvenue Portland, Oregon 97217 USA
www.adidascareersus.com
adidas Village, Yellow Building Main Reception Desk 5055 N. Greeley Avenue Portland, OR 97217
Designers Wanted! adidas 5055 N. Greeley Avenue Portland, OR 97217 adidasis an EqualOpportunityEmployer
We are o l oking fora few keyplayers to helpusachieve ourgoal of becoming the bestsports brand in the world.To accomplish this goal we need ad esign team dedicated to shaping the future of sport.
SeniorHRIS Manager
H R ManagersSales& Operations
Subtitlescan go here...
Headline Title Goes here
Compensation & BenefitsAnalyst
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Project& ProcessManager
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Internal Organizational DevelopmentConsultant-Trainer
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Senior& Retail Recruiters
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Footwear Designers
HeadlineTitleGoes here
Ourrapidly expanding HRteamis lookin gfor afew keyplayersto help usachieve ourgoal of becoming the bestsports brand in the world.To accomplish thisgoal we need HRteam memberswho are passionate aboutpeople and dedicated to shaping the future of sport technology.If you are poised to take the nextstep in yourcareer with acompany thatis committed toinnovation and leading-edge technologies,join ourhiring managerson Thursday,March 9th,to learn aboutthe opportunities now available in ourHuman Resources department. •
If you are poised to take h t e nextstep in yourcareer with acompany thatis committed to innovation and leading-edge technologies,send yourresume to h t e addressabove,or log ontotheweb sitelistedbelow.
T+19712342300 F+19712342450
Human Resources Career Fair Thursday, March 9, 2006 4-7 pm
FIRSTNAMELASTNAME Title Department
Apparel Designers
adidas 5055 N.Greeley Avenue Portla nd,OR97217 P +0 000 000 0000 F +0 000 000 0000 M+0 000 000 0000
[email protected]
adidasis an Equal OpportunityEmployer
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Note: All adidas Brand Logo applications must be either black or white only, with a 3-Stripes bleed to the left edge. Note: The adidas corporate Brand Logo does not “replace” the adidas Division logos; it does replace the former adidas corporate 3-Logo Lockup.
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www.adidas.com
www.adidascareersus.com
www.adidascareersus.com
Business cards. The Division Logos live on the back of the card, and the adidas Brand Logo stands alone on the front. Templates. Business cards and other business templates are available at http://adidas.ci.orderingtools.com Questions. Contact
[email protected]
Stationery. Same format as business cards.
VIOLATIONS 1_Do not use a grey background on Brand business cards. 2_Do not use grey bar with the adidas Brand Logo on Powerpoint frames, or use the adidas Group accent colours. 3_Do not use images or illustrations behind the Brand Logo on CD/DVD covers. 1
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4_Do not apply colour to the adidas Brand Logo or to any of its elements. 5_Do not show the adidas Brand Logo with any other adidas logos. 6_Do not place the Brand Logo where the 3-Stripes do not reach the left edge. 4
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Designers Wanted! adidas
FIRSTNAME LASTNAME Title Department adidas 5055 N.Greeley Avenue Portland,OR 97217 P+0 000 000 0000 F +0 000 000 0000 M+0 000 000 0000
[email protected]
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5055 N. Greeley Avenue Portland, OR 97217
HeadlineTitle Goeshere
adidas is an Equal Opportunity Employer Subtitlescan go here...
We are looking for a few key players to help us achieve our goal of becoming the best sports brand in the world. To accomplish this goal we need a design team dedicated to shaping the future of sport.
www.adidas.com
Headline Title Goes here
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help usachieve ourgoal of becoming the bestsports brand in the world.To accomplish thisgoal we need HRteam memberswho are passionate aboutpeople and dedicated to s haping the future of sport technology.If you are poised to take the nextstep in yourcareer with acompany thatis committed to innovation and leading-edge technologies,join ourhiring managerson Thursday,March 9th,to learn aboutthe opportunitiesnow available in ourHuman Resources department. •
SeniorHRIS Manager
H R ManagersSales& Operations
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Senior& Retail Recruiters
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If you are poised to take the next step in your career with a company that is committed to innovation and leading-edge technologies, send your resume to the address above, or log on tothewebsite listedbelow.
Footwear Designers
Apparel Designers
Compensation & BenefitsAnalyst
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Project& ProcessManager
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Internal Organizational DevelopmentConsultant-Trainer
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www.adidascareersus.com
adidasisan Equal OpportunityEmployer
OCTOBER 2008
www.adidascareersus.com
CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
TRADEMARK AND COPYRIGHT
adidas FONT
adidas Brand
Update the year Headquarters
aB_7
adiHaus Regular
© 2008 adidas AG. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.
adidas Brand adiHaus Medium
Update the year
adidas Brand adiHaus Bold
Subsidary name
© 2008 adidas America, Inc. adidas and the 3-Stripes mark are registered trademarks of the adidas Group.
. p u o r G
s a d i d a e h t f o s k r a m e d a r t d e r e t s i g e r e r a k r a m s e p i r t S 3
adidas Brand
adidas Brand
adiHaus Italic
adiHaus Condensed Regular
adidas Brand
adidas Brand
adiHaus Medium Italic
adiHaus Condensed Italic
adidas Brand
adidas Brand
adiHaus Bold Italic
adiHaus Condensed Medium
adidas Brand adiHaus Condensed Medium Italic
adidas Brand
e h t d
n a s a d i d a . G A
© 2007 adidasAmerica, Inc.adidas isa registeredtrademarkof theadidasGroup.
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Copyright / Legal Line. Use this line on all print communications (see examples above).
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Placement. Place to not draw attention to it.
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Size. Typeface cannot be smaller than 5.5 points.
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adiHaus Condensed Bold
adidas Brand
s a d i d a 7 0 0 2 ©
Copyright date. This date represents the year the communication is released. Company name. Written after the year, it is the subsidiary that created the piece. Logo name in text. In text, always write the adidas Brand Logo with a lowercase “a,” capital “B,” and capital “L”; when text is in ALL CAPITAL LETTERS, type the ADIDAS BRAND LOGO in all capital letters.
adiHaus Condensed Bold Italic
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adidas has its own font, called “adiHaus.” It is available from the IT department or download it from the Fonts link on adiWeb. Use adiHaus for all internal and/or external corporate communications. Only three font weights are approved for communication use: adiHaus Regular, Medium and Bold. The Regular, Medium and Bold Italic fonts should only be used to emphasize a word or thought, not for headlines or paragraph text. adiHaus Condensed fonts are used primarily in agency financial documents to display more information in less space; these fonts are not available for PC use.
VIOLATIONS
VIOLATIONS
1_Do not use the Legal Line on web pages.
1_Do not use italics for headlines.
2_Do not use it in videos.
2_Do not change the corporate font; always use adiHaus.
3_Do not omit it from print communications.
3_Never use a typeface similar to the adidas Wordmark.
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© 2008 adidas America, Inc. adi
2 Department
Content Goes Here
adidas Brand adidas Brand
adidas Brand 2
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© 2007 adidasAmerica, Inc.adidasis aregistered trademark of the adidasGroup.
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This typeface is too similar to the adidas Wordmark.
CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
GENERAL GRID
LANDSCAPE LAYOUTS
aB_8
Headline Subhead
© 2006 adidasAmerica,Inc. adidasand the 3-Stripesmark are registered trademarksof the adidasGroup.
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General grids are divided into thirds; use this 3:1 grid layout for all communications. Layout. Always lay out documents in a 3:1 grid to define logo, image and copy areas.
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Examples shown are for DIN A4/US Letter.
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Layout. Use a vertical or horizontal grid.
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Portrait. A horizontal grid layout is preferred for portrait formats; see DIN A4 and US Letter portrait grids above. Landscape. Use either a vertical grid (see tripanel grid top left) or horizontal grid (see grid lower right) layout. Imagery. Image must fill two connected panels of the layout. Full page image is allowed on inside portrait pages only, never on covers. See more on next page.
VIOLATIONS 1-2_Do not alter the 3:1 grid.
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Landscape Logo size. The maximum size for the Logo is 1/3 the horizontal area; it can be sized smaller but not larger. The Logo sign-off should bleed to an image edge or off the left side of cover. The Logo can centre only on back covers. Vertical grid. Top layout shows possible branding placement on right with 3-Stripes bleeding to image edge; adidas Brand Logo is sized with equal space on both sides of Wordmark. Horizontal grid. Middle layout shows front cover branding. Bottom layout shows back cover or final video screen.
VIOLATIONS 1_Do not place i mage in centre grid only. 2_Do not place the Logo or text between two images. 3_Do not omit images or graphics from communications covers. 4_Do not place text over images or graphics unless clearly readable.
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Headline
Headline
Subhead
Subhead
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Headline
Headline
Subhead
Subhead
CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
PORTRAIT LAYOUTS
PORTRAIT WITH BORDER
aB_9 Headline Headline Subhead Subhead
Headline Headline Subhead Subhead
Headline Here
©2006adidasAmerica,Inc.adidasandthe3-Stripesmarkare registeredtradema rksofthe adidasGroup.
Call to action text could fill this panel if needed. Keep logo to top one-third section and text to bottom two-thirds.
Headline Here
© 2006 adidasAmerica,Inc.adidasand the 3-Stripes mark are registered trademarksof the adidasGroup.
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Above examples show DIN A4/US Letter (top) and DIN Lang Tri-Panels (bottom).
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Layout. A horizontal grid layout is preferred for leaflets and flyers. 3-Stripes bleed. These should always bleed off page (covers, web, stationery, press releases, etc.). Portrait Logo size. Place Logo in top or bottom grid, never in centre if imagery is used. The maximum size for the Logo is 1/3 the horizontal area; it can be sized smaller but not larger. The Logo sign-off should bleed to an image edge or off the left side of cover. The Logo can centre only on back covers.
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Border bleed option. When printing methods do not allow 3-Stripes or imagery to bleed off edges, create a fine-line border that both the 3-Stripes and imagery can bleed to. Headline/text placement. Align text with left edge of Wordmark (see examples above). Portrait Logo size. The adidas Brand Logo may increase to 1/2 the grid width when printing methods do not allow Logo to bleed.
Narrow Portrait Logo size. Size the Brand Logo so space on both sides of Wordmark are equal.
VIOLATIONS
VIOLATIONS
1_Do not place the Logo over images.
1_Do not alter or break the 3:1 grid.
2_Do not place images in centre grid only.
2_Do not bleed images without bleeding the 3-Stripes.
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Headline Here
Headline Subhead
OCTOBER 2008
Headline Here
CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
COPY PLACEMENT COVER
COPY PLACEMENT INTERIOR
aB_10
Headline Subhead
Headline Subhead
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Typeface. Use adiHaus for all copy; both regular and bold may be used. Headline/text placement. Align text with left edge of Wordmark (see examples above).
Keep wording to a minimum on covers for optimum impact on reader. Type size is flexible; size depends on headline length of copy and space available.
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Landscape format. Two or three columns may be used. Portrait format. One, two or three columns may be used. Note: One-column placement. This is reserved only for narrow portrait formats (see lower left image above); never use on full-sized pages. Copy amount. To create a more visually pleasing and inviting page, try not to fill all columns with copy (see examples above).
VIOLATIONS
VIOLATIONS
1_Do not place text in the grid’s primary branding zone.
1_Do not break or alter the 3:1 grid.
2_Do not place Brand Logo centred front on cover (only possible on back cover).
2_Do not use a single column of copy to fill landscape page.
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CORPORATE COMMUNICATIONS adidas BRAND LOGO AND VISUAL GUIDELINES
OTHER APPLICATIONS
aB_11
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3-Logo Lockup replacement. The adidas Brand Logo replaces the previous corporate 3-Logo Lockup, including on buildings, in lobbies, on business papers, and other applications. On buildings. Always apply the same adidas Brand Logo sizing and placement rules discussed earlier for any building use. Questions. If you have a branding need and are not quite sure of its solution, or if you would like to discuss an exception, please contact the Brand and Corporate Identity team at
[email protected]
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Non-corporate applications. The adidas Wordmark with 3-Stripes will be seen in specific non-corporate locations. Usage must be approved by the Brand and Corporate Identity team. Contact
[email protected] Event stadium branding. To heighten Brand visibility at Stadium sport events, the decision was made to use our Wordmark and 3-Stripes. Increased television branding exposure has been the positive result. Unique considerations. For high-profile uses at events (on buses, World Cup, Olympics, etc.) special design decisions must be made by the Brand and Corporate Identity team in order to achieve maximum brand visibility and exposure.
VIOLATIONS 1_Do not use the Brand Logo on packaging
3_Do not use the Brand Logo on POS fixtures or graphics.
2_Do not use the Brand Logo on giveaways unless it is specifically a corporate Brand event.
4_Do not use the Brand Logo on floor mats.
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PERFORMANCE SPORTS BRA
FUNCIONAL SOSTEN DEPORTIVO
Athleticsport design for support, comfort and fit
Diseñodeportivo atléticopara mejor soporte ,ajusteycomodidad
Knit and mesh fabrications enhances support and ventilation
Tejidos ymayas queoptimizan el soportey la ventilación
Racer backsilhouette enables freemovement
Silueta posterior para carrera,que permiteel libremovimiento
Knit elasticband for added comfort
Banda elástica tejida para mayor comodidad
3-Stripes at sideseams
5_Do not use the Brand Logo or the 3-Stripes Logo on floors.
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Costuras laterales triples
SIZE TALLA
XS (2)
S (4-6)
M (8-10)
BUST BUSTO
30.5”-32.5”
33”-35”
35.5”-37.5”
L (12-14) XL (16-18) 38”-40”
40.5”-42.5”
Barcode label here
90%Polyester/10% SpandexJersey MadeinSingapore RN# 88387 CA#40312
Machinewashcoldwithlikecolors.Remove immediately.Donotbleach.Linedry.Do notiron. Retirar inmediatamente. Nousar blanqueador. Secar alaire. Noplanchar.
© 2007adidas America,Inc. adidas,the 3-Bars logoand the3-Stripes markareregistered trademarks oftheadidas Group
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