Advertising Strategy of Adidas: A comparative Study
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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