Embed Doc
Copy Link
Readcast
Collections

CommentGo Back

Download

Adidas “The Brotherhood”

History of the Brand:

Adidas was formed by German sports apparel by the founder Adi Dassler duringthe 1920’s. While Dassler was in his mother’s wash room he decided to begin an athleticshoe. After he made the shoe he had help from his brother and twelve other people to produce around 50 handmade shoes per day. These athletic shoes were made for runningand training.“For over 80 years, Adidas has been part of the world of sports on every level,delivering state-of-the-art sports footwear, apparel and accessories. Today, Adidas is aglobal leader not only in the shoe industry, but also in the sporting goods industry. Shoesfrom the Adidas are available in virtually every country of the world. Oddball is proud tocarry quality large size Adidas,” (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 The Miami Heat, Tim Duncan of The San Antonio Spurs, Chauncey Billups of the DetroitPistons and Gilbert Arenas of the Washington Wizards

When it came down to it Adidasand the NBA came up with the slogan called “Basketball is a Brotherhood.”The main focus of “The Brotherhood was Adidas to sponsor the NBA. The waythese six players were selected was by their athletic ability which is why they are alsoknown as all stars.Then these six players decided to form a series that would help kids to discover their dream by playing with NBA Stars. This link Richard UngerMidterm ProjectPage 1 of 8

(http://www.youtube.com/watch?v=mrJhAK3rlq8&feature=related

) is a clip of “TheBrotherhood series.

Media:

The media that was used of “The Brother Hood” will be television, magazines andInternet.

Media Vehicles:

The media vehicles that were used for television will be ABC basketball games,TNT basketball games, ESPN basketball games and ESPN 2 basketball games andESPN’s Sports Center. The media vehicles that were going to be used for magazines were

Sports Illustrated

and

ESPN Magazine

. The media vehicles that are use for Internet wereESPN website (www.espn.go.com

), NBA website (www.nba.com), Adidas website(www.shopadidas.com), Sports Illustrated website (sportsillustrated.cnn.com).

Advertising unit:

When it came to the advertising unit for television Adidas only runs: 30 secondsads since most of these ads are played during NBA games. The ads in magazines are full page. When it came to the Internet ads are a top banner. For example, on page five youwill see the ad which it a top banner.

Seasonality:

Since “The Brotherhood” is made up of The NBA the seasonality will be duringthe fourth quarter. The reason for this is that the basketball season begins in October which is in the fourth quarter.Richard UngerMidterm ProjectPage 2 of 8

The time of day in which “The Brotherhood” would be run on television is duringthe evening while the NBA is holding their regular games. When it comes to the Internet“The Brotherhood” is advertise daily and at all times.

Target Audience:

When it came to any product the audience is very important. You need to knowwho are going to be interested in the product. When it came down to this “TheBrotherhood” is mostly for boys ages 8-20 and for older males. For example, on pagefour you will see TMAC jersey for boys 8-20 and older males.

Selection of Media:

The reason that this media was selected was because television, magazines andInternet were the best way in which Adidas were able to show there customers their products. As you see below the picture on the third page that says “Adidas NBA Shop,”in order for Adidas to promote the “The Brotherhood” they had to come up with a sloganin which they called it “NBA is a Brotherhood.”Richard UngerMidterm ProjectPage 3 of 8