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
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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
