This thesis discusses how adidas differentiate their communication to reach women andmake the adidas brand more appealing to females. The adidas brand has always had their
main focus on sportswear for men
his has led to the brand being perceived as masculine
it makes it hard for the female consumer to identify with
. We have analysedsix adidas adverts from the last five years to see what adidas have communicated to
The main purpose of this thesis is to understand why adidas have not succeeded
in communicating with women in the last five years.
The theoretical chapter is divided into three parts; Brands, Communication and ConsumerBehaviour.
The first part describe
what a brand is, how it is built and continue
with howa brand can be
A brand is not very likely to keep a strong position if the valuesconnected with the brand are not reinforced through communication. When forming acommunication strategy, companies have to understand how consumers behave. Whenselling a gendered product, companies have to understand the distinction between men
and women and how they differ in consumption.
Our discussion is based on the qualitative method of collecting data. The qualitativemethod was carried out through two panel interviews and one personal interview, and wealso performed picture analysis on adidas’ advertisements
with ten different women were conducted
opinions on the sixadverts.Adidas have presented five different identities over five years, each with diverse focusand with different brand associations. This has led to a lack of consistency and therein
lies a part of the reason why adidas have not been successful in appealing to women.
Since 2005 adidas have a collaboration with Stella McCartney. This is an attempt to adddesign to adidas functional clothes and to make their brand more appealing to women
This collaboration will continue until 2010 and this could provide adidas with the
uniformity they need.