A Brief Analysis Of The Contest Between Nike, Adidas And Under Armour Advertising Campaign

According to the world clothing shoes and hats net, shopping malls are like battlefields. Each of the market segments of the head brand, will often start one after another advertising war. The most interesting advertising campaign in sports brand is Nike , Adidas and Under Armour A contest between.

Nike encourages everyone to experience the joy of sports. Just do it; Under Armour record the hardships and high spirits of athletes when exercising; Adidas has emphasized creativity in recent years, telling the audience that sports are not static, it is an endless trend of life. The three major brands are willing to spend money on video advertising, but because of different user segmentation and target market selection and positioning, there are different strategies and tactics. The campaign core information, advertising style and spirit behind it are different.

I. NIKE

In the sporting goods market, Nike is a real brother. It occupies nearly 40% of the American sports shoes market and is far more than second brands.

Because of its size and industry status, Nike often needs to cover as many people as possible to maintain growth. Embodied in the marketing strategy, Nike's targeting users are mainly pan sports enthusiasts: Sports beginners and primary sports enthusiasts.

Browse Nike's brand advertising in recent years, and sports related topics Nike has basically tried. And the inner universality that is not easy to detect is that around the slogan of "Just Do it", Nike makes the core message of advertising more based on the "encouragement campaign", advocating "running to understand", "next to me", "just for the better", "not believing the limit", and telling the big family "the front row winners also start struggling from the back row".

In style, it will be more relaxed, diverse and interesting, and even invite ordinary people with different sizes and larger ages to come out.

The most popular concern is the video series "you don't believe limits" released in 2016. Whether it is a baby who has just started playing basketball, or a teenager who can not touch the ball with a swing, it seems that ordinary people who have no talent in all kinds of sports, once they ignore their doubts and push themselves to the limit in continuous attempts, will burst out huge potential and surpass themselves.

The style of the recently released short film has always been relaxed. For example, promoting the video of C's trip to China, the children and aunt played the cool C portraits with ink stained football, showing the fun of playing football.

Nike has been conveying: sports are very happy, everyone can play chicken blood, join the ranks of sports.

Two, UNDER ARMOUR

There are quite a lot of brands that impact Nike. Under Armour, a professional sports brand in the US, has surpassed Adidas in 2015, and climbed to the second place in the market by virtue of its marketing approach with Nike.

The strategy of Under Amour is to grab the most professional group of sports goods consumers, professional athletes and deep fitness people. Under Armour knows that what they need is not the "Just do it", but the resonance of professional sportsmanship.

Therefore, the advertising style is more realistic and more emphasis on self-discipline, persistence and conviction. The words are fierce and tough, and are inclined to capture the "pain" moment of sports stars in sports through the dictates of senior athletes, reflecting the beauty and cruelty of professional sports and the persistence of athletes.

For example, UA and Phelps created "Rule Yourself - Phelps". Like Nike, it tries to encourage people to go beyond the limit, but this advertisement presents a more authentic Phelps in the documentary. His training day and night, the tense state of tossing and turning at night, the pain, self-discipline, tenacity, and the spirit of breaking through the limits of the pain of the long campaign consumers alike.

The second advertisements of the Rule yourself yourself series invited basketball stars Curie, ballet dancer Misti Copland, and golfer, Jordan Spieth. The background music of the film continued to circulate with repeated basic exercises to encourage the athletes.

Aggressive advertising may not impress everyone, but a target consumer who needs self disciplined self-determination is clearly buying it. Under Armour, which was founded in 1996, has achieved more than 20% sales growth for 26 consecutive quarters before the fourth quarter of fiscal 2016.

Three, Adidas

In the face of the strong momentum of Nike and Under Armour, how did Adidas cope with the pressure of being overtaken by two years?

The answer is to choose another path and cross-border integration. Compared to the former two, Adidas's advantage lies in leisure sports shoes and clothes and equipment. The brand targeted user group is a young person with personality publicity, trying to guide them from sports to life and create a vibrant life state.

So advertising in recent years has not emphasized the greatness of life, nor the immutable self-discipline, but creativity. It is "originality" and "sports need creation". The advertising style is more dramatic and emotional.

For example, the works of sensational advertising circles are "original and endless". On the basis of deducing classical works in sports, fashion, music and art fields, we use the art expression of full strength and blasting sense to reinterpret the classics and express the spirit of originality.

Coupled with the successful attempts of the Kanye West and North American rappers and fashion reproducers to launch the new trend, there is also an endless stream of sports outside the sport.

Take a look at the status quo of the three brands: in the main battleground, the United States in May this year, Nike's share in the sports shoes market reached 34.7%, a slight decline compared with 35.9% in the same period last year, while Adidas's share rose to 11.3%, nearly 6.3% times that of the same period last year. Although Under Armour maintained sales growth, its share fell to 2.4%, ranking fifth in the market. (NPD Group)

How can we develop our advertising strategy in order to gain greater market share in competition? The premise of increasing sales and share is that we can make more and more consumers, in many choices, have the deepest impression on your brand, and you can best perceive whether the attitude or product advocated by the brand is what they need and agree with.

In other words, our marketing strategy is to maximally target consumers to receive their most desired signals and lock their minds: This is more worthwhile for me to buy than other brands and products, and then continue to act.

Who should be the target consumer? What signals should we send? How can we get consumers to receive signals?

To understand these three questions, the essence is STP.

1, Segmentation (market segmentation)

2, Targeting (target market choice)

3, Positioning (market positioning)

On the basis of certain market segmentation, enterprises determine their target market, and finally locate their products or services in the target market.

Advertising is a way to achieve communication strategy, not a marketing man who plays a competition from High. Whether advertising strategy or channel choice, the premise is based on STP, touches the target consumers, conveys positioning information to TA, and strives for the deep emotional resonance of some people.

You see, Nike says that every successful athlete is starting to fight from the rookie and has a lot of fun, and now it's starting to join the sport.

Moreover, Nike took a lead step two years ago, adjusting the channel and implementing the strategy of "facing the consumer Direct to Consumer". With the biggest camp's celebrity endorser and retro explosive product, the market share is still in the lead, but it has shown a downward trend.

Adidas has built up the draught. With the increasing popularity of sports and leisure wind (Athleisure) in recent years, Adidas told young people who aspire to their individuality that you can also make the movement into the attitude of life.

Adidas is optimistic about the potential of shops and explosions, mobilizing the strength of the fashion industry and taking a big leap in the market share of the American sports shoes. In 2016, Adidas launched a global joint plan to collaborate with one or more Consortium certified stores (known as internationally renowned and famous local sports hot shops) every month to collaborate with a joint shoe to detonate the local trend. Compared to other channels, the sales volume of the trend shop can be described as few, but the value of brand communication and the importance of strengthening the fashion can not be underestimated.

The advertisement of Under Armour pays more attention to the depth, and the deep sports people who are sticking to it insist that sports are very hard. But you are full of self-discipline and striving for your sports. I salute you. On the channel, Under Armour pays more attention to the distribution channel than the former two, but when the long-term cooperative sports retailer Sport Authority goes bankrupt, it is very damaged. Moreover, the brand started too late on the road of fashion, and has not yet found the fusion point of fashion and its "tough" style, destined to be professional and niche, and share continues to decline.

What should the brand do if it wants to join the advertising campaign?

When people are attracted by advertising tactics, smart marketers should not just work hard to win the other side and gain the upper hand. Your goal is to win the audience and let the audience find TA and your match point to become your consumers.

What we need is to know ourselves and ourselves, not only to aim at competitors, but also to find out the direction of the big environment, locate in our chosen market segments, highlight our core strengths, and strengthen the consumers' mental positioning for brands.

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