The poster is pointedly comparing well branded global empire that Adidas represents and the small unknown poorly branded sportswear company Active Intent. Adidas is portrayed through a stencil type image of multiple rugby players dominating the image, containing Adidas's secondary logo and various words communicating the positive outlook on the company such as Innovative, Dominating, Popular. While Active Intent is portrayed by an outlying lone figure containing simply Cheap and Affordable as positive outlooks. the various negative outlooks on both companies are littered around the respective images. The 'In Situation' photo below shows the poster in the Rebel Sport entrance where both Adidas and rival Nike have been put on display.
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