ADIDAS ADVERTISING

Adidas Advertising Strategy



Adidas Advertising Strategy

Introduction

Adidas AG (adidas or 'the company') produces sportswear and sports equipment. It offers its products through three brands, including adidas, TaylorMade-adidas Golf, and Reebok.The company operates in Europe, the Americas and Asia. It is headquartered in Herzogenaurach, Germany and employs about 42,541 people. The company recorded revenues of E11,990 million ($15,907.1 million) during the financial year ended December 2010 (FY2010), an increase of 15.5% over FY2009. The operating profit of the company was E894 million ($1,186.1 million) in FY2010, an increase of 76% over FY2009. The net profit was E567 million ($752.2 million) in FY2010, as compared to net profit of E245 million ($325 million) in FY2009.

Taylor Made-adidas Golf includes the three brands TaylorMade, adidas Golf and Ashworth. TaylorMade designs, develops and assembles or manufactures high-performance golf clubs, balls and accessories. adidas Golf branded products include footwear, apparel and accessories. Ashworth designs and distributes men's and women's lifestyle sportswear. Rockport predominantly designs and markets leather footwear for men and women. Reebok-CCM Hockey designs, produces and markets hockey equipment such as sticks and skates as well as apparel under the brand names Reebok Hockey and CCM Hockey. The other centrally managed brands segment primarily includes the business activities of the Y-3 label, under which premium footwear and apparel are designed and distributed (Ali, 2007, 58).

The advertisement strategy selected is that of adidas Inc. Adidas Inc is marketer of sports and athletic shoes. The company is a global brand multinational company with its head office base in Germany. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." as it appear on the print attached. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At some critical times like during global economic crisis, adidas always react to the consumers pessimistic attitude and stressful emotion. This time somewhat become a good chance for Adidas because it can take advantage of its previous advertising way of ³Impossible is Nothing´ campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. ³For over 80 years, Adidas has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, Adidas is a global leader not only in the shoe industry, but also in the sporting goods industry.

Situational analysis

Strengths

With revenues of E11,990 million ($15,907.1 million), adidas is one of the world's largest maker of athletic footwear, apparel and equipment by sales. The company's leading market position is built on its portfolio of strong brands like adidas, Reebok and TaylorMade. Its major brands adidas and Reebok cover the footwear and apparel categories, providing both performance and lifestyle products. The company's TaylorMade brand which designs and markets golf products leads the golf industry in metalwood sales and is also the leading iron brand in the ...