"No Impossible" Adidas'S Marketing Strategy (Three)

As a sporting goods brand, its life and excellence belong to the outdoors.

When "no impossible" was put forward as the brand spirit of the new era, Adidas began to challenge this ultimate goal.

Through combing

"

In 2004, Adidas began to take advantage of a series of major sporting events such as the Athens Olympic Games and the European Cup to launch the mass advertising campaign "no impossible".

Because Adidas's core target consumer group is concentrated in the age of 15-35, this part of consumers has great fluidity and diversity in media contact.

Correspondingly, Adidas's media mix is also diversified.

But in general, "as the Internet continues to spread and more and more young people start to go outside,"

Adidas will increase the proportion of outdoor and Internet media delivery. "

Because of this, the outdoor marketing strategy occupies an important position in the whole marketing of Adidas, and embodies a clear operation principle:

First, it is mainly about sports.

Adidas is known as the most athletic related sport genius.

As a sporting goods company, the relationship between Adidas and sports is reasonable. The brand personality that Adidas challenges to the extreme has an inherent agreement with sports spirit.

Therefore, since 1928, it has been sponsoring various sports activities such as the Olympic Games.

In addition to sponsorship, ADI is also the main theme in sports promotion and sports spirit in most outdoor publicity.

"Sports have the power to change the world".

ADI is convinced of this.

Second, brand creativity is achieved through "creativity and interaction".

Outdoor media is an indispensable part of Adidas's media.

Adidas, as a sports brand with young consumers as its core user, attaches great importance to the interaction and interest of the media.

Adidas is very keen to use some interactive outdoor media to create advertising ideas, attract the attention of the media and consumers, so as to achieve the purpose of brand communication.

Clearly, ADI needs young people to truly understand and believe in its philosophy.

Otherwise, the younger generation of the brand will be far from being realized. The dream of restoring the Empire's great cause will vanish.

Third, we should realize the breakthrough of brand differentiation through originality.

"Originality is Adidas's glorious past and long history of sports product production".

Similarly, in the process of ADI's brand personalization, its creativity is also precious.

Outdoor as a venue with wider creative space, it can make full use of material and presentation skills (such as images, statements, 3D objects, dynamic, sound effects, surrounding environment and high technology) to push creativity to the extreme.

Fourth, maximize the effectiveness of communication with the help of "big brush".

Do not do the conventional mediocre outdoor advertising, abandon the small public relations routine, do not do low-level sales promotion activities, we must make bold breakthroughs to do so, we must be different, we must achieve public relations, advertising and promotions and other marketing means of high-level docking and integration effect.

All this is due to the need to restore the brilliant old brand, the need to focus on the big brands, but also to provide customers with consumer reasons for the personalized brand.