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 Advertising Strategy of Adidas: A comparative Study
ADVERTISING STRATEGY OF ADIDASA COMPARATIVESTUDY PreparedAs a courseRequirement of 
(Advertisingand PublicRelation-mkt 424)M. Atiqur Rahman
Patuakhali science and Technology UniversityBangladesh
atik.bdpalo@yahoo.com
www.pstu.ac.bd
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 Advertising Strategy of Adidas: A comparative Study
EXECUTIVE SUMMARY
Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer,through its marketing strategy which rests on a favorable brand image, has evolved into alarge multinational enterprise. In keeping with the brand image is its association with the distinctive logoand its advertising slogan, "Impossible is Nothing." Inorder to maintain and sustain this image, the companymakes huge investments in advertising and brand promotion. At the critical time of global economiccrisis, Adidas will react to the consumers’ pessimisticattitude and stressful emotion during this period. It may become a good chance for Adidas because it can takeadvantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoringsports stars to express the corporate philosophy of grit,determination, passion and humor, giving people more courage and psychological comfort inface of economic crisis. But besides that, we also focus more about family functionespecially in Asian countries which emphasize a lot on family, which can provide caringemotional communication. Therefore, from both strong-willed hero worship and water-likefork environment, customers can easily link Adidas image with not only strength, but alsowarmth. The preferred media we choose are TV, specific magazines, outdoor and internet.
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 Advertising Strategy of Adidas: A comparative Study
1.1 INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler during the 1920’s.While Dassler was in his mother’s wash room he decided to begin an athletic shoe. After hemade the shoe he had help from his brother andtwelve other people to produce around 50handmade shoes per day. These athletic shoeswere made for running and training.“For over 80 years, Adidas has been part of theworld of sports on every level, delivering state-of-the-art sports footwear, apparel andaccessories. Today, Adidas is a global leader notonly in the shoe industry, but also in the sportinggoods industry. Shoes from the Adidas areavailable in virtually every country of the world. Oddball is proud to carry quality large sizeAdidas,” (www.oddballshoe.com).Recently Adidas and the NBA joined forces and made “The Brotherhood”. “TheBrotherhood” consists of Tracy McGRady of The Houston Rockets, Dwyane Wade of TheMiami Heat, Tim Duncan of The San Antonio Spurs, ChaunceyBillups of the Detroit Pistons and Gilbert Arenas of the Washington Wizards
.
When it camedown to it Adidas and the NBA came up with the slogan called “Basketball is aBrotherhood.”The main focus of “The Brotherhood was Adidas to sponsor the NBA. The way these six players were selected was by their athletic ability which is why they are also known as allstars. Then these six players decided to form a series that would help kids to discover their dream by playing with NBA Stars.A strong advertising and public Relation events makes adidas as a worldwide recognized brand and it would be more sustainable in the world market.
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