Adidas Breaks Convention And Launches An Unprecedented "Chinese" Advertisement

Herbert hahna, chairman and chief executive of Adidas, is dissatisfied with the fact that Adidas is lagging behind Nike in the global market or in the Chinese market. At the upcoming Olympic Games in Beijing, he is determined to break the Convention and launch an unprecedented "Chinese style" advertisement, after Adidas has been making global advertisements, and has never produced an image advertisement for a regional market alone.

Advertisements continue to use Adidas's global advertising skills to represent the world's top sports stars in the form of team heroism, but local elements and local athletes take the upper hand.

The new ads are different from most colorful advertisements. This group of advertisements has only two colors. The athletes are wearing red shirts and gray background people. The picture is shown in pencil drawing.

In the picture, there is a unified slogan, "no impossible, together 2008". The prominent Adidas LOGO and the Beijing Olympic LOGO are listed as the symbol of Beijing 2008 Olympic Games partner.

The whole advertisement is displayed in the form of competition, with strong interaction and different visual impact. In the picture, the top of Zheng Zhicong's crowd hurdled past, left flashing and right flashing, and finally shot the ball. Similarly, basketball player Sui Feifei leaped lightly on the cheering crowd's head and put the ball into the basket frame; the volleyball women jumped up and blocked the crowd's arms with them, and finally, diver Hu Jia boarded a platform composed of a body of human cuddling, jumped from the high altitude, and integrated into the hands held by the public under the platform.

Adidas hopes to surpass the opponent who has been painting hooks through more Sinicization advertisements.