Adidas Brand Audit essat Essay

Words: 3752
Pages: 16

ADIDAS BRAND AUDIT

Eleonora Popova
Nertila Asani Reita Hackaj Tomas Krajcovic

TABLE OF CONTENTS adidas Background .............................................................................................................. 2 Industry Background ............................................................................................................ 2 Consumer analysis............................................................................................................... 2 Brand Inventory ................................................................................................................... 3 Brand elements

Campaigns

Most recent: “ADIDAS ALL IN” (2011) with an impressive cast: Kate Perry, Lionel Messi, David Beckham,etc. The campaign shows very well adidas distinctive presence through different

3

cultures, lifestyles and sports and fuges the world of music, sports and fashion. It is targeted to everyone and intending to show that adidas isn’t only for sport athletes, but for everyone. http://www.youtube.com/watch?v=YjMgUanz6h0 “Take the stage” campaign for the London Olympics 2012 encouraging This is the biggest campaign adidas ever did in the UK. http://www.youtube.com/watch?v=3MHhaMXrUk8

British consumers to take the stage 2012 and to show off their talents.

BRAND STRATEGIES

adidas Sport Performance – play to win Innovation is at the core of all adidas Sport Performance products. The target consumers of the sub-brand are those consumers who by and love sport.

call themselves athletes, are active in sport, or simply are inspired While adidas has a pivotal strength with the 20- to 29-year-olds, going forward a clear focus will be the high school athlete and the adidas Sport Performance offers products in most sports categories. The key focus categories are:      14- to 19-year-olds.

Football

Basketball Running Training Outdoor

Furthermore, adidas Sport Performance is focusing on interactive and customisation as key world’s first web-based personalised