adidas has filed three trademark applications for a new logo A new version of the iconic three stripes

adidas is getting ready to introduce a new logo. In recent months, the brand has filed trademark applications for a new design of its iconic three stripes. In total, three applications have been submitted: the first was filed in the European Union on 17 June, the second in the United Kingdom on 6 August, and the third in the United States on 2 October.

How adidas' logo is changing

The common element across all three applications is, of course, the graphic representation of the logo, which is also at the heart of this story. In this new version, the three stripes curve and become progressively thinner towards the right, with their tips pointing upwards. The stripes appear in black in the design, although colour is not part of the trademark application.

That said, this is not an entirely new design for adidas. As several users pointed out in comments circulating on Instagram, the logo recalls a similar version seen on the adidas SOBAKOV. This line of shoes featured a different take on the three stripes: rather than the classic design of rectangular bars running parallel from top to bottom, the stripes extended horizontally along the outer side of the shoe before converging towards the heel.

Where will adidas' new logo appear?

This is undoubtedly the most interesting part. The new logo is unlikely to completely replace adidas' current logo, let alone the old Trefoil, which has returned to prominence through recent collections and its use on football shirts. Instead, it is more likely to become a new addition to the brand's visual identity. A closer look at both the US and European applications reveals that footwear is specifically listed among the product categories concerned.

Interpreting this decision, the new adidas logo could appear on selected shoe models or lines. This raises a second question: which footwear line will be the first to feature it? The most plausible option is a new line of running shoes, a segment in which adidas is currently a market leader in terms of performance and technology. It seems less likely that this new version of the three stripes will be applied to lifestyle collections or football boots, where the logo is already adapted to suit different models and requirements.

Is adidas entering a new era?

For now, these remain possible scenarios, as the company has not officially confirmed the introduction of the logo, let alone which products it might be used on. It is also possible that this will never come to fruition: brands routinely register new logos and designs to protect their intellectual property in anticipation of future projects that may ultimately never materialise.

Still, there is something intriguing about seeing a giant like adidas willing to question one of the most recognisable elements of its visual identity. Thinking of adidas means thinking of the three stripes, which is precisely why seeing them reinterpreted in such a contemporary way can feel disorienting at first, before giving way to a sense of surprise that ultimately wins you over. The idea that the brand wants to open a new chapter in its history is hardly surprising in itself. What is unexpected, however, is the decision to do so without looking back at its archive, instead embracing an updated visual identity. It is a far from obvious move for a brand whose recognisability has been built on the strength of its historic design codes.