Advertising Strategy of Adidas-A comparative Study

Advertising Strategy of Adidas: A comparative Study

ADVERTISING ADVERTISING STRATEGY STRATEGY OF ADIDAS A COMPARATIVE STUDY

Prepared As a course Requirement of (Advertising and Public Relation-mkt 424)

M. Atiqur Rahman Patuakhali science and Technology University Bangladesh [email protected] www.pstu.ac.bd

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Term erm Pape Paperr (8 th Semester)

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EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through through its marketing marketing strategy strategy which rests on a favorable favorable brand image, has evolved evolved into a large large multi multinat nation ional al enterp enterpris rise. e. In keepin keeping g with with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes makes huge huge inve invest stme ment ntss in adve advert rtis isin ing g and and bran brand d prom promoti otion. on. At the criti critical cal time time of global global econom economic ic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take adva advant ntaage of its its prev previious ous adve advert rtiising sing way way of “Imp “Impos ossi sibl blee is Noth Nothin ing” g” camp campai aign gn by spon sponso sori ring ng sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face face of econom economic ic crisis crisis.. But But beside besidess that, that, we also also focus focus more more about about family family functi function on especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Adidas image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet.



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1.1 INTRODUCTION INTRODUCTION Adidas was formed b y German sports apparel by the founder Adi Dassler during the 1920’s. 1920’s. While Dassler was in his mother’s wash room he decided to begin an athletic shoe. After he made the shoe he had help from his brother and twel twelve ve othe otherr peop people le to prod produc ucee arou around nd 50 handmade shoes per day. These athletic shoes were made for running and training. “For over 80 years, Adidas has been part of the world of sports on every level, delivering stateof-t f-the-a he-arrt spor ports foot ootwear, ar, appar ppareel and accessories. Today, Adidas is a global leader not only in the shoe industry, but also in the sporting good goodss indu indust stry ry.. Shoe Shoess from from the the Adid Adidas as are are available in virtually every country of the world. Oddball is proud to carry quality large size Adidas,” (www.oddballshoe.com). Rece Recent ntly ly Adid Adidas as and and the the NBA NBA join joined ed forc forces es and and made made “The “The Brot Brothe herh rhoo ood” d”.. “The “The Brotherhood” consists of Tracy McGRady of The Houston Rockets, Dwyane Wade of The Miami Heat, Tim Duncan of The San Antonio Spurs, Chauncey Billups of the Detroit Pistons and Gilbert Arenas of the Washington Washington Wizards Wizards. When it came down down to it Adida Adidass and and the the NBA came came up with with the the slog slogan an call called ed “Bask Basket etba ball ll is a Brotherhood.” The main focus of “The Brotherhood was Adidas to sponsor the NBA. The way these six players were selected was by their athletic ability which is why they are also known as all stars. Then these six players decided to form a series that would help kids to discover their dream by playing with NBA Stars. A strong advertising and public Relation events makes adidas as a worldwide recognized brand and it would be more sustainable in the world market.



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Advertising Strategy of Adidas: A comparative Study 1.2 HISTORY OF ADIDAS The company Adidas was founded in the early 1920s as Gebruder Dassler Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years later he and his brother Rudolph were selling special shoes for tennis players and began design design specifi specificc shoes shoes for differe different nt sports. sports. The family family comp compan any y spli splitt in 1948 1948.. Afte Afterr the the spli split, t, Adol Adolff (Adi (Adi)) Dassler founded Adidas and his brother Rudolph founded Puma. The three-stripe three-stripe logo was designed in 1941 by b y Adi Dassler and he registered it as a trademark for Adidas after the split. The strength of Adidas was its product innovation. Adi Dassl Dassler er regist register ered ed more more than than seven seven hun hundre dred d patent patents. s. Adidas began selling its shoes in the United States after 1968 1968 and and in few few years ears the the comp compan any y domi domina nate ted d the the Amer Americ ican an mark market et.. Th Thee most most impo import rtan antt mark market etin ing g breakthrough was the active promotion of global sporting events events,, espec especial ially ly the Olymp Olympics ics.. Th Thee conne connecti ction on of Adidas to the Olympics has a rich heritage. At the 1972 Olympic game in Munich, every official wore Adidas. Activities: manufacture and distribution of textiles, shoes and appliances for sport and related p prod roduct ucts. s. Adid Adidas as has has 107 subsi subsidia diari ries es in 20 countr countries ies,, and expor exports ts to 160 countr countries ies.. Exploitation of the registered trademark “Adidas” is made where ever it is an opportunity. Activit Activities ies of the company company and its subsidi subsidiarie ariess are directed directed from AdidasAdidas-Salo Salomon mon AG's AG's headquarters in Herzogenaurach, Germany .

Footwe wear ar,, appa appare rel, l, and and Produ Products cts:: Adidas Adidas - Foot hard hardwa ware re such such as bags bags and and ball balls. s. Salomon Winter Winter sports incl. skis, snowboards, snowboards, snowblades, snowblades, ski ski boo boots ts and bindi bindings ngs,, inline inline skates skates,, hiking hiking,, apparel. Mavic -Cycle components, components, Bonfire Snowboard apparel. Arc'Teryx Arc'Teryx - Outdoor apparel, clim climbin bing g equipm equipment ent,, Cliché - Skateboard equipment, footwear and apparel, Taylor MadeAdidas Golf - Golf equipment, golf apparel, golf shoes and finally, Maxfli - Golf balls, irons and accessories. In 1990, Adidas was holding on to just a two to three percent share of the U.S. market. Between 1988 and 1992 Adidas total sales dropped from nearly $2 billion to $1.7 billion. In the same period, Nike’s sales went from $1.2 billion to more than $3.4 billion. From being the U.S. market leader in the late 1970s, Adidas’s market share dropped to 3 percent in 1992. The European market shares dropped while Nike’s shares grew. Adidas also have had problems with the upstream value activities in their value chain. Traditionally, the company have their own factories and wholly owned subsidiaries. What happened in the '70s and forward, during the Adidas recession, was that Adidas was unable to ship products when it was needed, and they had a long supply chain - it took 18 months to get a new shoe into the market.



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Advertising Strategy of Adidas: A comparative Study 2. SITUATION ANALYSIS ANALYSIS [AH-dee-'dahs]; often in English, FWB: FWB: ADS) ADS) is a German sports Adidas AG (pronounced [AH-dee-'dahs]; apparel manufacturer and part of the Adidas Group, which consists of Reebok of Reebok sportswear company, Taylor Made-adidas golf company, and Rockport. Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, and other sports and clothing related goods. The company is the largest sportswear manufacturer manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike rival Nike.. The company's clothing and shoe designs typically feature feature three parallel bars, and the same motif is incorporated into Adidas's Adidas's current official logo. logo. The company revenue for 2008 was listed at €10.799 billion and the 2007 figure was listed at €10.299 billion, or about US$15.6 billion. The situation analysis consists of the market trend analysis and competitor analysis.

2.1 Market Trend Trend Analysis Adidas earn from EU 877 million in worldwide sales to EU 9.2 billion in the ten years between 1988 and 1998. The market demand from teenagers who should be Adidas and most important target market increased very fast and Adidas started to expand its targeting market to younger consumers because of its severe competition with Nike and Reebok. Therefore, since the late 1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the Adidas brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher p rices and generate more revenue than its competitors. With its “Impossible is Nothing” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent.

Chart-1: Adidas Net Sales data in Euro (million) 2 002-06 (Source-www (Source-www.adidas .adidas.com) .com)



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Advertising Strategy of Adidas: A comparative Study 2.2 Competitor Competit or Analysis Adidas has two lager competitors Nike and Rebook. Besides that it would have several small competitors. A SWOT analysis would be helpful to understand the competitive co mpetitive environment.

SOWT Analysis: A SWOT analysis comprise of strength, Weakness, Opportunity and Threats. This four trends are analyze anal yze below.

Figure: Adidas expence to advertising (billion Euro), (Source-www.wekipedia.org) (Source-www.wekipedia.org) STRENGTHS

• Largest International portfolio of sport ambassadors. • Sponsors football teams with maximum fan following in India and USA. • Highest brand image in India according to our survey. WEAKNESSES

• Rigid pricing structure. • Our survey shows Nike behind Reebok & Adidas in market share in India. • Has not do well in Indian subcontinent market. OPPORTUNITIES • • •

Has a great opportunity to expand international market. Increasing demand on the sportswear. Positive and increasing market trends can increase through the effective advertising.

THREATS •

•

Adidas larger competitor Nike has a grater market share and having a big budget in marketing activity act ivity.. The newly born several brands like CAT, GAP has increase their advertising budget in recent years.



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Advertising Strategy of Adidas: A comparative Study •

Amount of competitors increasing day by day.

2.3 Comparative Analysis Trough The Equity Model Review of the equity model Let’s make a short review to remind the reader what the separate blocks or keywords mean in the equity model. See figure below.

Brand

Brand Awareness

Perceived Quality

Brand Associations

Brand Loyalty

Brand equity can be defined as the brand assets linked to a brand’s name and symbol that add add to a prod produc uctt or serv servic ice. e. Th This is asse assett can can be crea create ted d and and anal analy ysed sed trou trough gh the the four four dimensions, brand awareness, perceived quality, brand associations, and brand loyalty. Brand awareness awareness is the base to affect the consumer perception and even taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to the items that are familiar to them. them. Accordin According g to D. Aaker Aaker perceived quality is a special type of association, partly because it influences brand associations in many contexts and partly because it has been empirically shown to affect profitability as measured by ROI (Return On Investment) and stock return. Perceive quality, is basically how the customer perceive the brands quality status. Brand associations can be anything that connects the customer to the brand. It can include user imaginary, product attribute, use situations, organizational associations, brand associations, associations, and symbols. symbols. Brand loyalty is at the hart of any brand’s value. The concept is to strengthen the size and intensity of each loyalty segment. Comparative analysis Nike centred their brand equity model on the platforms, the endorsement focus strategy, creating a dominant media presence, development of Flagship stores, NikeTown and sub branding. The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorship programs focusing on major global events, sports associations, and teams, and sub-brands.

To create brand awareness both companies have been using endorsement endorsement strategies in their brand-building programs. What differs is that Adidas focuses on sponsorship of teams and events e.g. national teams and big sport events like the Olympic Games and different World Championship events. This will help them to create awareness with help from different types of media. In contrast Nike has their focus on individuals like M. Jordan and T. Woods and their success stories. About the second strategy, advertising. Nike’s advertising strategy was to create dominant presence in media. Nike created media presence in several trend setting United States cities. TV ads linking Nike to a city were used, but real drivers were huge oversized billboards and murals murals on building buildingss that blankete blanketed d cities cities with with message messagess featurin featuring g key Nike-spo Nike-sponsor nsored ed athle athletes tes,, not produc products ts.. Adida Adidass took took up the compet competiti ition on with with Nike Nike throu through gh raisi raising ng their their advertising budget to a level that made it possible to compete with Nike on the same



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Advertising Strategy of Adidas: A comparative Study conditions and the same strength as Nike did to capture the consumer interest. Adidas did not just spend more money; they made an impact with brilliant executions. They made TV and other other advertis advertising ing campaign campaigns. s. The company company communic communicate ate their their heritage heritage of innovati innovation, on, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali. Adidas tried to spread meanings like “We know then- we know now” and “There is nothing between you and success, so exceed your own expectations and limitations” and “ Earn it”. The success was obvious and after hard work and striving toward a top position in the indus ndusttry Adid didas was bac back in 28.24 business. 30

25.29

Nike’s e’s thir hird strate ategy was to 25 develop, flag flag ship ship stor stores es,, Nike Town shops in bigger city’s, first 20 nation national al,, and and then then abroad abroad.. Nike Nike 13.53 was the first company to establish 15 flagship stores and it turned out to 7.65 be a sensation. Adidas choice was 10 to experiment with sport sport events events, 2.35 5 with which they made great succes success. s. Ex Examp ample less of that that is the the 0 Adidas Streetball Challenge Challenge a local Nike adidas Reebok Pow er er Puma Other s thre threee-pe pers rson on team team bask basket etba ball ll tournament, this event started out as a trail in Berlin in the beginning Chart-03: Adidas market Share comparison of the 1990s as one time occasion. (Source-www.adidas.com) In the mid 1990s it had become a huge sport event with about 500.000 participants all over the bigger cities in Europe. Europe. In the finals in Germany Germany it attract attracted ed 3200 players players and 40.000 40.000 spectators. Adidas made hereby a brand-building success. 22.94

The Nike customer associated the Nike brand with words like sports, attitudes and life style. Reasons for that is one can relate to or identify one self to Nike’s marketing campaigns like “Just do it” and the companies front athletes like Michael Jordan and Tiger Woods. For Adidas one image study of consumers found the brand very trendy, modern and cool. The survey was made in late 1990s. All marketing actions that both companies are implementing will hopefully result in loyal customers. Adidas introduced a subbrand in 1990 to serve the high-end products for all categori categories es of shoes shoes and apparel. apparel. The “Equipm “Equipment” ent” subbrand subbrand would would represen representt the best, best, whatever the product was. The low-end products, for the “normal consumer” still have a high technology and level of innovation because of their inheritance of the older innovations and technology from the Equipment line. This strategy made the Adidas Adidas brand take on a different different meaning; it still meant participation, emotion and performance. This was a success strategy for Adidas Adidas so successful that Nike copied their idea and introduced their own line, the Alpha line, based on the same idea. Nike advanced from $1 billion dollars in 1986 to $ 9.9 billion in 2002, Adidas advanced from $1.7 $1.7 billi billion on in 199 1992 2 to $4.8 $4.8 billi billion on in 199 1998. 8. Accord According ing to sales sales figure figuress for the both companies, companies, it seems that both Nike and Adidas companies companies have succeeded to create a brand loyal customer who perceives the Nike and Adidas products as top quality.



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Advertising Strategy of Adidas: A comparative Study 3. ADVERTISING ADVERTISING METHOD & MEDIA SELECTION The media that was used of “The Brother Hood” will be television, magazines and Internet.

3.1 Core Advertising Consideration The core advertising factors of Adidas are as follows. Besides that a huge amount of data about Adidas advertising related activities. As a multinational multinational company Adidas have separate advertising strategy in different area of the world.

3.1.1 Media Vehicles: Vehicles: The media vehicles that were used for television will be ABC basketball games, TNT basketball games, ESPN basketball games and ESPN 2 basketball games and ESPN’s Sports Center. The media vehicles that were going to be used for magazines magazines were Sports Illustrated Illustrated and ESPN Magazine. The media vehicles that are use for Internet were ESPN website (www.espn.go.com), NBA website (www.nba.com (www.nba.com), ), Adidas website website (www.shopadidas.com), www.shopadidas.com), Sports Sports Illustra Illustrated ted website website (sportsillustrated.cnn.com).

3.1.2 Advertising unit: When it came to the advertising unit for television Adidas only runs: 30 seconds ads since most of these ads are played during NBA games. The ads in magazines are full page. When it came to the Internet ads are a top banner. For example, on page five you will see the ad which it a top banner.

3.1.3 Seasonality: Since “The Brotherhood” is made up of The NBA the seasonality will be during the fourth quarter quarter.. The reason for this is that the basketba basketball ll season season begins begins in October October which is in the fourth quarter. The time of day in which “The Brotherhood” would be run on television is during the evening while the NBA is holding their regular games. When it comes to the Internet “The Brotherhood” is advertise daily and at all times.

3.1.4 Target Audience: When it came to any product the audience is very important. You need to know who are going to be interested in the product. When it came down to this “The Brotherhood” is mostly for boys ages 8-20 and for older males. For example, on page four you will see TMAC jersey for boys 8-20 and older males.

3.1.5 Advertising Media Consideration The reason that this media was selected was because television, television, magazines and Internet were the best way in which Adidas were able to show there customers their products. As you see below the picture on the third page that says “Adidas NBA Shop,” in order for Adidas to promote the “The Brotherhood” they had to come up with a slogan in which they called it “NBA is a Brotherhood.” Besides Adidas have several technique in media selection selection which have discussed in the following sections.



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Advertising Strategy of Adidas: A comparative Study 3.2 Advertising Media Commer Commercial cial advertis advertising ing media media can include include wall wall paintin paintings gs,, billboar billboards, ds, street street furnitur furnituree compon component ents, s, printe printed d flyers flyers and and rack cards, cards, radi radio, o, cine cinema ma and and tele televi visi sion on adverts, web banners, banners, mobile telephone screens, screens, shopping shopping carts, carts, web pop-ups, skywriting, skywriting, bus bus stop stop benc benche hes, s, human billboards, billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo-jets ("logo-jets"), "), inflight advertisements advertisements on seatback seatback tray tables or overhead storage bins, taxicab door doors, s, roof mount unts and passenger screens, screens, music musical al stage stage shows shows,, subw subway ay platf platform ormss and and train trains, s, elasti elasticc bands bands on disposable diapers, stickers on apples in supermarkets, supermarkets, shopping cart handles (grabertising), the opening section of streaming of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. One way to measure advertising effectiveness is known as Ad Tracking. Tracking. This advertising research methodology measures shifts in target market perceptions about the brand and product or service. These shifts in perception are plotted against the consumers’ levels of exposure to the company’s advertisements and promotions. and promotions. The purpose of Ad Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the effectiveness effectiveness of the media buy or targeting targeting,, and the quality of the advertising executions or creative. Different Adidas use several advertising media to promote their product in the marketplace. Different advertising media use in the in the market like commercial advertisement, Print media advert advertis iseme ement nt,, covert covert advert advertisi ising, ng, Infom Infomerc ercial ials, s, Celeb Celebrit rities ies advert advertise iseme ment, nt, Online Online advertisement, Public transport advertisement, e-mail etc.

3.2.1 Covert advertising Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Cruise's character John Anderton Report , where Tom Cruise's owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot , where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, also show showcas casee I, Robo Robot t and Spaceballs also futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Adidas also use this advertising technique.



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3.2.2 Television commercials The TV commercial is generally considered the most effective mass-market advertising format, as is reflected reflected by b y the high prices TV networks charge for commercial airtime during popular TV events. The majorities of television commercials feature a song or jingle jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. Adidas has a large amount of TV commercial advertisements in the worldwide TV network like BBC, CNN etc.

3.2.3 Infomercials Infomercials There are two types of infomercials, infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Info Infome merc rcia ials ls are are also also know known n as direct direct response response television (DRTV) commercials or direct response marketing. marketing. The main objective in an infomercial is to create an impulse purchase, purchase, so that that the the cons consum umer er sees sees the the presentation and then immediately buys the product through the advertised toll-free toll-free telephone number or number or website. website. Infomer Infomercial cialss describe describe,, display display,, and often often demo demons nstr trat atee prod produc ucts ts and and thei theirr feat featur ures es,, and and commonly commonly have testimo testimonial nialss from consumer consumerss and industry professionals. Adidas arrange several infomercials in the sports based program.

3.2.4 Celebrities This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertiser Advertiserss often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific b bra rand ndss or desi design gner ers. s. Cele Celebr brit itie iess are are ofte often n invo involv lved ed in adve advert rtis isin ing g campaigns such as television or print adverts to advertise specific or general products. Adidas use David Bekham as their their brand brand ambassad ambassador or and many more celebrities in every region to promote their product.



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Advertising Strategy of Adidas: A comparative Study 3.3 Advertising approaches The positive impact on the market of the adidas Originals communication approach makes adidas Originals continue their successful new creative marketing tonality. The Fall/Winter 2005 campaign is, as the one from Spring/Summer 2005, photographed by Karl Lagerfeld and underlines adidas Originals’ lifestyle relevance. To Celebra Celebrate te Origina Originality lity,, and in a playful playful opposing opposing manner to last season, season, adidas adidas has switched from the black and white SS05 executions, highlighted only by the iconic blue Trefoil, to bright and energetic colours in FW05 ads; an engaging creative idea supervised by adidas adidas Global Global Creativ Creativee Directo Directorr Michael Michael Michals Michalsky ky and Visionai isionaire’ re’ss Stephen Stephen Gan. The shooting took place at Karl Lagerfeld’s studio in Paris. The frame of the ads shows humour and translates the freshness of the “High Energy High Style” concept. The result is a new advertising campaign that clearly communicates adidas Origina Originals’ ls’ street relevanc relevancy y. Adidas Adidas Origina Originals ls contempo contemporary rary street street wear collecti collections ons are inspired by the brand’s historical anecdotes. The Fall/Winter 2005 ads will break globally in July 2005 issues of key lifestyle and fashion publications such as Kult, Pulp and Black book as well as magazines such as Arena Home Plus and Teen Vogue. All adidas Originals marketing communication efforts will evolve around three pillars in 2005: to energize, globalize and contemporize adidas Originals.



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CONCLUSION Both Adidas and Nike have used the same theoretical systems to create their brand building programs. The companies are benchmarking each other, using the techniques from each others others succe successe sses, s, when when Nike Nike launch launched ed their their subbr subbran and d produ product ct Alpha Alpha line line which which was was benchmarked on Adidas already launched subbrand of the Equipment product line for the elite of sports men. We can find many similarities like endorsements strategies and the companies advertising strategies. What differs in the endorsement strategies is that Adidas focuses in sponsoring teams and global events, while Nike have their center of attention on stars in specific sport like basketball and Michael Jordan or in golf and Tiger Woods. About advertising advertising do both companies have about the same scale and scoop of advertising advertising but they try to communicate different messages. These messages from Adidas is; the only one you compete with is your self whereas Nike communicate a provocative, aggressive winner attitude which can be related the American sports attitude “You don’t win silver, you lose gold”. As we can understand the two companies are aiming at nearly the same targeted customer group but with a slightly differentiation of attitude. Adidas stand for a competing and winning over your self-attitude, and Nike stands for a winning over everyone attitude. We in the group think this differentiation is based on the differences in culture between the two companies and between Europe and USA. As an overall reflection one can see that Adidas had to overcome, that the both companies had the same target group. Adidas choose a brand-building strategy that built on the same theoretical criteria’s as Nike. But they created a differentiation in identity of the brand (see comparing analysis in the Kapferer Prism Model above) compared to Nike. Adidas had the same strategy within creating equity value to their brand. They challenged Nik Nikee in endo endors rsem emen entt stra strate tegy gy,, and and in adve advert rtis isin ing, g, but but with with a slig slight ht dif differe ferenc ncee in communicated message, by doing it trough the same medias. To differentiate them self and make totally own awareness activities, events like Adidas Streetball Challenge was created. Events like those communicated the Adidas brand around the world. According to the results and positions the brand-building programs have given both Adidas and Nike in the sport industry, one can say that branding have been a totally determining factor. On top of that they made it so good that they are used as models in higher education.



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Advertising Strategy of Adidas: A comparative Study REFERENCES http://www.press.adidas.com/en/ Retrieved 7th June 2008 http://www.jdsports.co.uk/whatsnew.aspx?id=5375 Retrieved 7th June 2008 http://www.press.adidas.com/en/DesktopDefault.aspx/tabid-4/79_read-8621/ Retrieved 7th June 2008 http://www.fashiontrendsetter.com/content/fashion_events/2008/Adidas-Denim-by-Dieselin-store-event-p1.html Retrieved 7th June 2008 http://www.jdsports.co.uk/whatsnew.aspx?id=5508 Retrieved 7th June 2008 http://www.champion.ie/ "Adidas Orginals - Extended House Party Film". http://www.adidas.com . Adidas. 200902-25. `http://www.adidas.com/campaigns/originalsss2009/content/#/lifestyle/full-length-film http://www.adidas.com/campaigns/originalsss2009/content/#/lifestyle/full-length-film.. Retrieved on 2009-03-20.



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Advertising Strategy of Adidas-A comparative Study

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