Full Tilt: Sports Adidas Moves To Fashion

Adidas launched the latest global brand promotion campaign called alladidas.

This is the first time that Adidas has gathered its three major series: Sports Performance Series (adidasSportPerformance), sports classic series (adidasOriginals) and sports fashion series (NEO, Y-3, SLVR). Adidas has unveiled a new generation of speakers in this conference, including Li Bingbing, Eason Chan, Angelababy and other fashion personages.

Gao Jiali, managing director of Adidas group Greater China (ColinCurrie), said in a media interview that China is a very special market. Its participation rate in sports is much lower than that in Europe and the United States, but its enthusiasm for participation in fashion is very high.

Therefore, Adidas decided to bring sports fashion into the focus of its work in China.

This is why they made the above adjustment from the spokesperson.

Subsequently, Adidas "NEO" came into being, which is different from professional sporting goods series. NEO series cut into the field of life fashion.

And NEO positioned the mid end market to cater to consumers in the small and medium-sized cities of the mainland.

Gao Jiali said Adidas plans to open 2500 stores in China in the next three years, most of which will be distributed in China's three or four tier cities.

Like Adidas, Nike is also studying how to develop three or four line cities.

Whether it is Nike or Adidas, there are still many blanks in China's broader three and below cities.

They know very well that there has always been a world of local sports brands such as Lining and Anta.

It is easy to see from Adidas's new "ALLADIDAS" brand promotion activities and Mr. Gao Lijia, the managing director of the Greater China region, that Adidas's familiarity with the Chinese market and consumer preferences of Chinese consumers is obvious. Indeed, unlike the developed countries such as the United States, China's national sports promotion and national participation are at a relatively low level.

In the past, Adidas emphasized too much emphasis on sports elements and sportsmanship in the promotion of product and brand image, and invested less in fashion elements. But in fact, as more and more international fashion brands entered the Chinese market, people's attention and participation in fashion increased, and the fashion awareness of consumers in China's vast three or four line cities was also awakened. Adidas was so keen to catch this market signal that it could closely adjust its product development strategy and brand communication strategy closely to keep pace with the market demand, so as to maintain the individualization of products.