Shelly the Snail, the new Madeira mascot, was not the only thing that Madeira Athletics unveiled during the 2016-2017 school year. This past Friday, the school rolled out a new version of the athletics Snail logo and a new partnership with Adidas.
On May 26, 2017, the logo made its debut at the end of the Spring Athletics Assembly in the Chapel Auditorium. Following the presentation of the annual athletic awards, Athletic Director, Katie LaRue segued to an announcement that Madeira Athletics was moving forward with a partnership with Adidas. The partnership expresses that Madeira plans to transition to wearing all Adidas apparel over the course of the next several years, creating a consistent theme for uniform and practice wear for all athletic teams.
Immediately after the Adidas announcement, the lights dimmed, and a multimedia production came onto the main screen of the auditorium. The video outlined a montage of past and present Madeira Snail brands and paraphernalia, speaking to the characteristics that the Snail embodies, and eventually transforming into the new Madeira Snail logo. The energy was electric as members of the administrative team came onto the stage holding co-branded banners with Adidas and the new logo, followed by the Madeira School mascot, Shelly the Snail and Head of School, Pilar Cabeza de Vaca.
The new Snail logo was the work of Scott Adams, Chief Executive Officer at the Innate Agency of Washington, D.C., and the Innate design team. Adams is the father of Hannah Adams, a Madeira senior student-athlete. Hannah is a Red-White spirit captain and was awarded the Kitty Stearns Buckman '44 Award for outstanding contribution to Madeira Varsity Athletics. Hannah will play lacrosse at the Massachusetts Institute of Technology next year.
"The updated Snail logo represents the renewed commitment for our athletes, coaches and the administration," Athletic Director, Katie LaRue stated following the assembly. "We are thrilled to move into next year with a fresh new logo and the exciting opportunity to partner with Adidas. The decision for Adidas to partner with us says a lot about Madeira Athletics and what we have to offer."