What Is The Marketing Magic Of Adidas?

Long queues, sold out and fried high prices.

What marketing magic do we have? Let's take the latest Z.N.E. Hoodie marketing as an example.

360 dimensional full platform resource output

I wonder if friends in Shanghai have noticed that, recently, in the endless stream of bustling hustle and bustle of downtown Huaihai Road in Shanghai, have you seen James, harden, Gareth Baer, Anna, Ivanovic and Xu Shilin standing in the street in the latest Adidas Adidas Athletics series, the first star white Z.N.E. Hoodie?

Don't be excited.

It's their huge posters as Adidas's global attention spokesperson.

There are not only eye-catching poster, but also a large number of creative billboards in white Z.N.E. Hoodie, which are strong in brush City, and are famous for crossing Huaihailu Road and occupying Huaihai Road.

The flagship store's battle zone staged a cool visual show.

However, there was a "accident" in the middle, and the little white man actually ran away. The Adidas official called the little white man "missing", causing many netizens to speculate to participate in the interaction. The netizens had opened their brains, and Holmes was incarnated to find the whereabouts of the little white man.

Meanwhile, in September 10th, Adidas global official social networking platform released a series of short videos of "focus" themes including James Harden, Gareth Baer, Anna Ivanovich and Xu Shilin.

Thousands of athletes from all over the world have also joined the release. They have released photos of Z.N.E. Hoodie and black-and-white filters in social media, and have written their own inner stories about "concentration". #FIND FOCUS or I have been discussing topics.

The main social networking platforms such as Instagram, Twitter, Facebook and micro-blog, at the same time, are represented by Z.N.E. Hoodie's representative white screen, which symbolizes noise in the noisy external world, honing the concentrated movement of hearts, and causing a white frenzy in social media.

1, O2O cooperative operations

First of all, Adidas connects outdoor advertising and social networking offline with O2O marketing mode, combining tradition with the Internet.

The sign of the tall outdoor billboards, in the streets of the crowd, this is the sharp weapon, coupled with the social media, #FIND FOCUS or I are focused on the topic of discussion, then there are a large number of passers-by and fans of independent interaction, spontaneous UGC, the whole network set off a topic storm.

Super outdoor road signs to social media, social media detonated back to the line, online online and offline, "inside and outside" cooperation, quickly spread to attract consumers' attention.

2, self marketing manufacturing topics

Secondly, Adidas skillfully uses Xiao Bai People's articles to publish the online social topics of Xiao Bai's quirky disappearance, fully arousing the curiosity of the eating melon crowd, netizens actively making plans, triggering good people to surround, making people feel interesting and playful, drawing close to consumers' sense of distance, and finally returning to the shop through the small white line shop.

Many brands take an old road. They either stay in the traditional advertising way, only advertise outdoor advertising, or focus solely on Internet advertising. They only create topics on social networks. Such publicity can certainly play a certain role, but it will eventually fail to achieve the effect of one plus one greater than two.

After Adidas's output of these 360 wave three dimensional platforms, the sound produced by the new adidas Athletics series has obviously paved the way for the subsequent hot sales.

A good story, yes, Adidas!

For a relatively influential brand, the frying market can create a consumer sentiment.

The beginning of the story, such as Dior's Lady bag, is a gift from the first lady of France to Princess Diana. This story begins with Coco Chanel saying that "women's wardrobe can not be short of a little black dress", making little black dress a fashion trend.

It is undeniable that Adidas is indeed a good story company. The comeback of Stan smith sneakers is the feelings of people in the depths of the past, idol, star and so on.

On the surface, NMD shoes also seem to be the same. Although there is no such a long history as Stan Smith, it also seems that the salute that combines the characteristics of the three classic sneakers seems to evoke the memory of consumers.

This time, Adidas brand side also said: "with the brand new release of Adidas sports Athletics (Adidas Series), we will take this opportunity to explore the needs of athletes from an unprecedented unique angle, and excavate athletes' unknown stories in the 24 hours of the match day.

In the presence of enthusiastic fans, athletes need to withstand enormous psychological pressure and remain highly focused.

Adidas Z.N.E. Hoodie came into being, and put the three key elements into the design. By shielding the noise, reducing visual interference and ensuring comfort, it helps athletes maintain a high degree of concentration. No matter before or after the game, they can provide people with excellent dressing experience.

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Athletes, celebrities and celebrities combine strong marketing

For any brand, spokesperson is very important. To a great extent, a good spokesperson can make a brand. If you don't get lucky enough to meet a spokesperson with problems, the brand will suffer.

Looking at the spokesperson of Adidas, it has always been the most popular popular figure nowadays. They themselves carry very high IP value.

For example, this new sports category (Adidas Athletics) is a brand new category. The spokesmen are "white teams" composed of American basketball player James Harden, Welsh football player Gareth Bell, Serbia tennis player Anna Ivanovich and Chinese tennis player Xu Shilin.

Every single person can be a strong leader. They are not only the best in their respective fields, but also able to fully convey the professional and dedicated spirit of the Adidas brand.

Not only are there strong spokesmen for national and gender differences, but the sports community collectively uses their incomparable spirit of dedication as the white Z.N.E. Hoodie testimony.

(Chinese fencing team)

In addition, many celebrities with sportsmanship and fashion styles such as Beckham, Jeremy Lin, Eddie Peng, Janine Chang, Eason Chan, Angelababy, JJ Lin and so on are also popular.

(Beckham)

Before the red NMD sneakers have already confirmed the power of the star effect, this time Adidas continues to make good use of the star effect and the public's psychology of conformity to create persistent topics, so as to improve the exposure of products.