Layer 1 · why
Global principles for language, tone, UX writing and accessibility. In English, for shared understanding across every language and stakeholder.
This is Layer 1: the global source of truth. It defines why we write the way we write, in English, so every language team, PM and stakeholder shares one understanding. Read it the way the app should sound: clear, confident, human. Learn by living.
Layer 1 (this document) defines the global principles. Layer 2 is the local one-pager each language builds: the same principles brought to life in the target language, with real before/after examples. Layer 2 never replaces Layer 1, it applies it. A living glossary holds the fixed terms.
Global principles for language, tone, UX writing and accessibility. In English, for shared understanding across every language and stakeholder.
Your language’s one-pager. The principles in lived language, with native before/after examples. Written in your language, with an EN version for alignment.
Fixed terms that never change, plus the recommended equivalent per language. Updated as new features and products launch.
Create your language’s Layer 2. Use the authoring template, study the PT-BR example to see it lived, then recreate it for your language.
Don’t translate this guide.
Recreate it in your language.
A translated guide is worthless: every example has to be born in the target language and culture. The PT-BR one-pager shows what “lived” looks like in one language. Yours should feel just as native, not like a translation of someone else’s.
The adidas Running Localization Team is a one-of-a-kind in-house team built on the belief that great experiences are local by design.
We make sure that localization is deeply embedded in product, tech, and marketing from the earliest stages of development. This allows us to shape campaigns and features ahead of launch, making sure they connect naturally with runners around the world, not just linguistically, but culturally.
As part of the adidas ecosystem, the adidas Running app acts as a digital coach, supporting health, movement, style, and performance while delivering a personal and inspiring experience that keeps users engaged with the brand across touchpoints.
Great experiences are local by design.
The adidas Running app is a digital coach at the heart of the adidas sports and adiClub experience. It supports users before, during, and after each workout with personalized guidance, motivation, and meaningful performance data.
Designed to evolve with its users, the app offers adaptive training plans aligned with individual goals and progress. It motivates through virtual challenges and races, and connects users to a global community through friendly competition, leaderboards, and shared experiences.
Integrated opportunities such as raffles, rewards, points, and exclusive adidas benefits make the app an essential gateway into the adidas Runners community and the adiClub loyalty program.
As an integral part of the adidas ecosystem, the adidas Running app serves as a key channel to engage consumers across multiple touchpoints, combining health, movement, and community while keeping them connected to the adidas experience and fostering deeper, ongoing relationships with the brand.
The adidas Running tone reflects adidas brand values and running culture. It should sound like a knowledgeable coach: by your side, never barking orders.
Highlight progress over time. Reinforce consistency. Celebrate effort, not perfection. A number alone motivates no one, interpret it.
Total distance.
You ran further than last week.
Rewards and points are part of the adidas Runners community and the adiClub loyalty program, not just gamification. Emphasise access, recognition and belonging.
Challenges, leaderboards and shared goals are core pillars. Competition is always friendly, inclusive and progress-focused. Never aggressive or exclusionary.
These principles set the direction. The linguist applies the judgement, cultural rhythm, register and the context of each string decide how they land in practice.
Use consistent terminology across every flow; align with the glossary. Variation reads as an error, not creativity. Aim for recognition, not novelty.
The right information, in the right amount, in the right format, at the right moment. Recreate this per language; adapt length to the screen; preserve progressive disclosure.
As short as possible while preserving meaning. Over-shortening loses clarity; over-expanding loses usability. The goal is functional clarity, not literal length.
Users scan, they don’t read linearly. Put the key action or result at the very start, critical for SOV languages (TR, KO, JA), where the sentence must be restructured, not just translated.
Simple English is not simple globally. Choose natural, common words in the target language. Avoid needless jargon. Adapt idioms; never translate them.
Always localise dates, time (12h vs 24h), currency placement and units (metric vs imperial). Never rely on the source format. “5K” is fine in running culture; spacing and casing follow the language.
The universal rule first: if a message doesn’t work on a small screen, it doesn’t work. Beyond that, every language has its own primary challenge. Consult this whenever you write or review localised content.
Lauf starten over “Eine neue Laufeinheit starten”. Split compounds where a preposition or shorter word exists.Begin je run, not “Start een nieuwe hardloopsessie”. When in doubt, go shorter.High
FR +20%, IT +15–20%, ES +15–25%, PT-BR +20–25%, PL +15–20%
Moderate
DE, NL, compounds, but shorter alternatives are often available
Variable
TR, shorter or much longer depending on suffix load
Compact
KO, JA, but structural rewriting required
TR: front-load meaning; restructure every sentence.
KO: restructure where possible; check register throughout.
JA: sentence-final particles carry tone; restructure for mobile clarity.
Never translate SOV order literally.
JA: three writing systems; kanji, hiragana, katakana, all used correctly.
KO: Hangul only; foreign terms transliterated per glossary.
All others: Latin scripts with language-specific diacritics and punctuation.
It is not about translating content. Linguists are responsible for preserving meaning, clarity, usability and inclusiveness, not just words.
Plain language must be re-created in each language, not translated from English simplicity.
Don’t translate “easy”, “simple”, “just”, “only”, “quick”. They can exclude users, create pressure, or sound dismissive in any language.
Remove layout references. Copy must make sense without seeing the screen. Prefer action-based instructions.
Layer 1 is the why.
Your Layer 2 is the how.