What the type designers say
MCKL's project page names adineue PRO as the primary typeface of adidas. It says Joancarles Casasín drew the first version as a lowercase font in three weights. MCKL then built it into a large family with capitals, italics, condensed styles and hundreds of ligatures, and later added narrower and wider styles. The page credits Leon Imas of adidas with direction. MCKL also remastered the adidas logos, including the wordmark and the trefoil, so the type and the logo match.
Evidence for this attribution ↓No paid font selected
Free alternatives
Compare the actual letterforms with the same text. These are editorial alternatives, not fonts attributed to adidas.
Free alternative
Poppins
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Regular · Latin specimen
A geometric sans with round bowls and a one-storey a, shown in Bold. Its a, d and s look close to the wordmark, but its letters are wider and rounder than adineue.
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Questrial
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Regular · Latin specimen
Soft, round shapes in the same spirit as adineue. It comes in one regular weight only, so it cannot match the heavy logo.
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Jost
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Regular · Latin specimen
A Futura-inspired geometric sans with a one-storey a, like the adidas wordmark. Its pointed letters, such as the v and w, make it sharper than adineue.
View fontWhere adineue came from
Fonts In Use dates adineue to 2011 and links it to the adidas "All In" campaign. It says the font was drawn to fit the geometric build of the adidas logo. It describes the first version as a single weight with no capitals, while MCKL calls it a lowercase font in three weights. Jeremy Mickel expanded the family around 2014, adding capitals and Avant Garde-like alternates. AIGA Eye on Design gives a slightly different date: it says Imas commissioned Mickel in 2012. The same article covers adineue Chop, an angular companion face from 2018.
Evidence for this attribution ↓Is the adidas logo Avant Garde?
Many logo blogs say the adidas wordmark is ITC Avant Garde Gothic in a bold weight. We could not find the brand, MCKL or a design publication confirming that. Fonts In Use lists ITC Avant Garde Gothic only as a related typeface to adineue. The fair summary is that Avant Garde is commonly cited as a close match for the rounded lowercase letters, not as the logo font.
Evidence for this attribution ↓How to get the look
Set your text in lowercase with a bold, round geometric sans. Keep the letters tight but not touching, and use plain black or white. Poppins Bold and Jost both have a round, one-storey a like the wordmark; Poppins is wider and rounder, Jost sharper and closer to Futura. For headlines with a sporty feel, pair it with a calm sans for body text. Do not copy the adidas wordmark or the three stripes; they are trademarks.
Common questions
What font is the adidas logo?
The wordmark is logo lettering, not a font you can install. MCKL remastered it alongside the brand typeface, adineue PRO. ITC Avant Garde Gothic is often named as a close match, but adidas has not said the logo is set in it.
Can I download adineue PRO?
No. It is a custom typeface made for adidas and is not sold to the public. Fan-made copies exist, but they are not licensed. Use a free geometric sans such as Poppins instead.
Who designed the adidas font?
Joancarles Casasín drew the first version of adineue. Jeremy Mickel of the foundry MCKL expanded it into adineue PRO, with direction from Leon Imas at adidas.
Sources & evidence
Editorial review completed November 10, 2026.
- MCKL — adineue PRO custom typeface for adidas
Type foundry
- Fonts In Use — AdiNeue
Design publication
- AIGA Eye on Design — adidas new variable font has a geometric bite
Design publication