The Global Media Manager For Adidas International Essay

Advertising is one the most common and successful way of getting customers to see your product or brand. It is a way to manipulate and is intentionally deceptive in the sense that tries to prey on people’s weaknesses. In our daily lives, we are constantly bombarded by advertising in many forms and these companies are always looking for different kinds of schemes to draw our attention and Nike is one of them. We all

Kotler, P. & Armstrong, G. 1996, Principles of Marketing: Eighth Edition, Prentice-Hall Inc, New Jersey.

The name Adidas derives from the creator’s name, Adi (Adolf) Das (Dassler). Contrary to Nike’s origins in running and track and field, Adidas claim to fame came through its soccer cleats, which were the first to feature removable studs. Adidas first major victory was when the German Soccer team won its first World Cup in 1954 while wearing Adidas soccer cleats. Thus, Adidas for a long time was considered to be the premier brand for soccer equipment, and only later in 1957 did they begin to develop shoes for track and field, and then later its signature three stripe athletic

Adidas’s creative team pumps consumers adrenaline through ads that are well made filled with energy and creativity. These ads are made to attract consumers towards the brand by sending the right marketing message to them. Product placement is next on line of promotion in Adidas. The popularity of the brand ties up with top players across the world such as Lionel Messi, Ronaldinho, Sachin Tendulkar, and may more. Adidas also sponsors teams some of the top teams they sponsor are Real Madrid, Great Britain in football, England and south Africa in cricket and many more teams. Under the line of marketing Adidas includes outdoor campaigns and events marketing. Adidas has sales promotions and trade promotions that are regularly offered by to channel their partners to promote sales of the

Nike has always been the top and well-known brand due to its brilliant advertising and endorsement. That is because consumer remembers what they see and hear, especially when it is always repeated. For example, Nike’s first print ad, titled “There is no Finish Line,” is still successful today, and still marketed on T-shirts. Nike’s famous slogan “Just Do It” is quite simple but extremely encouraging for customers making the company’s product extremely popular. Moreover, due to the simplicity of the tags they are understandable and easily perceived by all people regardless national or cultural peculiarities and norms. In such a way, Nike’s products have become really international.Nike also used the popularity of sportsmen to promote its products after endorsement of Michael Jordan thrived. Nowadays, the company has contracts with sportsmen from different countries which are known practically all over the world, including Michael Vick, Lleyton Hewitt, Roger Federer, the Brazilian national soccer team and English Premier League soccer team Manchester United. This shoot up their popularity by making the fans of these top name athletes become fans of Nike. They can contribute a majority of their success to their partnership with Jordan, who brought a ridiculous amount of popularity to the brand. The Nike Air Jordan franchise sold over $100 million in revenue in its first year in 1985. This shows how much an advertisement and endorsement helped in bringing up a brand especially to Nike which makes it memorable and chosen by all until now. If the other brands had the idea to invest in a better endorsement before Nike, they would have had the same level of success as Nike but instead Nike seized the opportunity and became the best choice among all the other

It should be highlighted that the history of the Adidas Company is rather unusual. When it was established, nobody can imagine Adidas Company can reach that stage. Establishment began from a small sewing shoes by Adolf and Rudolf Dasler, and it was called a shoe factory. History is a very famous brand shoes was started in 1920 by Adi (Adolf) Dassler in his mother's laundry. At that time, Adi Dassler made a small-scale project to create a sports shoe. Because of the high quality of shoes produced, eventually small

Adidas have an objective of being the world’s best sports brand which shows great ambitions. They have maintained a great image therefore they have a lot of popularity and brand recognition. Adidas have a strong market

The shift to mobile is well under way, and it will change marketing in a critical way - enabling more personal engagement between brands and

“Brand in the hand” is a new marketing strategy developed by Adidas International global media manager. This new campaign is based on the merging of cell phones and wireless internet. This campaign presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that Adidas launched in 2004, such as a mobile news ticker for the 2004 European soccer championship. Introduces a specific campaign--Respect M.E.--featuring Missy Elliott, a popular female hip-hop artist, and discusses the company 's mobile marketing strategy to support Elliott 's new line of sportswear.

Intro: Our research team has been tasked with observing the Adidas performance store located at the Water Tower Place. Adidas is a German multinational company that manufactures athletic wear, shoes, and accessories. The company started in 1924 and has since expanded globally and currently employs over 50,000 people (Torry). The company markets and sells their products in retailers, as well as their own stores around the world. Adidas is a publicly traded company that had 14 billion euros in revenue in 2013 and is currently has an approximated market value of 18 billion euros (Annual Report). Adidas mainly specializes in soccer wear, but has broadened its product focus to basketball and conventional western athletic wear as well. In 2005, Adidas bought Reebok in order to expand their influence and enter into different markets (NBC news). They also sponsor athletes such as Lionel Messi, who has large influence on a European culture, as well as Derrick Rose, who has helped raise awareness of their brand in western culture.

3. What is the Brand in the Hand concept? What does this mean to adidas and its branding efforts? It is one way to do the marketing communications. It means that company and product information can be easily delivered to people in their hands whenever and wherever possible. The media can be mobile devices, video games and the Internet. In such a way, brand awareness can be raised faster than traditional marketing communications. In the past, advertising and branding models were based primarily on 30-second commercials and magazine ads. Adidas traditionally advertised on TV and magazines as well as at sporting events and sponsor sports teams and players. But these events attract few new customers. On the other hand, increased advertisements intruding in the people’s lives made them hostile to ads and therefore more difficult for adidas to make effective advertising through the traditional way. Without moving

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.

Even though Adidas is sponsoring top athletes like tennis player Anna Kournikova, the soccer player Zidedine Zidane and L.A Lakers’ basketball player Kobe Bryant, the focus

Today, the adidas® product range extends from shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf . adidas®, like many companies during the 1960s, believed in large volume sales. Lot of effort was put into advertising the brand in the early days through sporting celebrities. One of the main reasons that the colour of the 3 stripes on the running shoes was changed from black or dark brown to white was to facilitate easy brand recognition and identification, which in turn would promote the overall sales. The ideology was that the ability of a brand to stand out in the market place will enhance its chance of standing out in the customers mind. adidas® produced shoes that could be used for different types of sports.