1Adidas Advert

Brand History:
Adidas is a german company that was founded in 1949 by Adolf Dassler but was
created in 1924.
Adidas started off as being branded as dassler shoes and was founded by the dassler
brothers (Adolf and Rudolf). The business started to boom before the second world war
with over 200,000 shoe sales. There was an altercation between the two brothers
during the war which led to the brothers splitting up and creating their own businesses.
Rudolf dassler created a shoe brand named Ruda (Rudolf Dassler) which was later
renamed as puma. Then Adolf Dassler (Also known as Adi Dassler) then created the
shoe brand adidas. The pair instantly became rivals including their companies and the
companies still are today.
1936 olympics, jessie owen was the first athlete to wear adidas footwear and had won 4
gold medals which set a status in sports for adidas.
Adidas is seen to enhance the performance of the person wearing the product.

Adverts:
Adidas speed of light:
-athletic people into football want to be fast, the fastest is light, speed of light.
Impossible is nothing.
-celebrity endorsement, Messi
-envy, want to be as fast and skilled as Messi, this is possible if you wear adidas shoes
-Nostalgia, as a child wanted to be really fast
-modern technology, helps to target audience
-shot at the beginning of footwear to show that what they are about to do is because of
adidas.
-Targets young athletic males

Adidas Impossible is nothing beams:

-shows an impossible scenario, but is possible with adidas, impossible is nothing

-celebrity endorsement, football players (David Beckham etc)
-shows they are wearing adidas and this is part of their success
-constant close up of footwear when contact with ball to show that they are wearing
adidas
-Nostalgia, Its like they are fighting bad guys
-like a game
-lights are in stripes, adidas 3 stripe is also light up

Adidas Predator Instinct:

-medium shot of Ozil showing celebrity endorsement
-extreme close up of his eye changing to different animal eyes
-Nostalgia, pretending to be animals when playing when younger
-wanting to be as fast as a cheetah, impossible is nothing with adidas
-whole of his body and clothes change to show the animal instinct in him apart from the
adidas shoes and socks,
-close up of digging football boots into the ground showing he is getting ready and that
this is possible now that he has adidas boots on his feet
-also shows to be light like a bird near the end when he kicks the ball in the air
-Targets teenage and young males who like football
These three adidas adverts all use celebrity endorsement from football players (Messi,
David Beckham, Ozil, etc) This helps in attracting the target audience. The adverts all
show the footballers playing football . This attracts people who like football and may
look up to these footballers as idols or role models.
The Beams impossible is nothing advert could have a younger target audience is since
it is set up and is related to a game. The opposing team are portrayed to be the enemy
and the footballers as the heroes (good guys). Therefor the audience could be male
children since this would appeal to them more. The advert could also target young men
since the game look to the advert could be nostalgia.
In other adidas adverts, adidas targets young people by having groups of teenagers in
the adverts wearing adidas and doing normal things like skateboarding, playing football,
going to a park, going shopping, etc.

Audience:
Working class/Students
14-19
People who are into sport and are active.
People who like hip hop/rap/R&B since adidas has links with these genres of music.
Worldwide so no particular ethnicity or religion is targeted .
Adidas primary audience are young sporty people. Adidas sponsors sporting events
such as the olympics since the audience for the olympics is people who are into sports
and look for perfection in the sport and being the best. Also young sports idols would be
wearing the logo and would help to target the primary audience. The age range of the
primary audience is about 14-19. This is because young people are more active than
older people. Also this age range tend to listen more to hip hop/rap/R&B genres of
music which adidas has had link with artists from these genres. Adidas is a worldwide
brand and sports is popular worldwide. When advertising a product, Adidas will use
celebrity endorsement with a famous athlete or sportsman that is popular with that
country. Adidas targets SOC classes C2-E.
SWOT Analysis:
Strengths:
-Not a new brand, bee around for over 80 years (since 1924)
-Adidas sponsors leading sporting events and teams. E.g the olympics 2012, team GB,
Chelsea FC
-Adidas products are a range of sports wear, footwear, clothes, hats, accessories,
equipment(micoach)
-Adidas is internationally recognised
-Also have high tech equipment for sale unlike competitors
-Adidas have many celebrities sponsors
-Adidas is linked with hip hop and R&B unlike other sporting brands

Weakness:
-Not the first in its market(nike)
-A lot of similar brands reduces customer loyalty
-Products can be expensive
-Products can be repetitive

Opportunities:
-Adidas can become sponsors of future sports events and sportsmen/women
-Adidas could be more adventurous with their designs and products.
Threats:
-Other sportswear brands have more variety in style e.g collections
-Fake products
-Other brands making similar products and sell them for less
Competitors and the Market:
Nike is adidass main competitor is nike followed by puma. Nike has 33% of the market.
New balance is also a rival for adidas but this is mainly in america and europe.
Puma has always been a main competitor of adidas since the beginning of adidas due
to the owner history. Puma is still one of the top competitors but comes second to Nike
since Nike dominates the market.
38% of FOOTBALL market nike is 36% and puma 8% as of 2012

Issues:
-2011 All Blacks jersey jacket sold in New Zealand was sold for more than double that
other overseas websites where selling them for. Adidas responded by making cross
border agreements with these companies to not sell to customers in New Zealand.
Adidass main rival in New Zealand (Rebel Sport) said they would sell the jersey for a
lower price (in the end they didn't).
-2012 shoes with shackles attached caused controversy since people suggested that its
symbolism and is a reference to the slave trade.
-Adidas had a paper supplier for its packaging (Asia pulp & paper) the third largest
paper supplier in the world was labelled as a forest criminal for destroying precious
habitats in indonesia.
2003, muslims in birmingham complained about a poster that had an athlest on wearing
nothing but adidas footwear which had explosives in the heel. this was seen as related
to terrorist richard reid. It was displayed outside a mosque.
Celebrity house party ad was said to promote anti social behaviour, graffiti in walls and
unsafe. ASA confirmed that the advert was within regulations. Graffiti was on private
property and people on scooters wearing helmets.

Huge poster in hackney had complaints saying it spoiled the landscape of the common.\

Book research:
singapore adidas campaign to let customers know that sport is forever present no
matter where or the occasion. There were adidas logos with forever sport written
underneath and were places on entrances and exits of popular buildings and on public
transport, bus ceilings. They were put in the least sporty environments.
rings on trains to reference gymnastics and railings to parallel bars. These simple daily
things were made as part of the campaign by just putting the campaign logo.
adidas is a high profile brand.
Adidas japan, Two football players suspended on ropes against the backdrop of a
football pitch above a busy street in tokyo, caused traffic as people stopped to watch, it
was on local and international news. follow up to the event that was in 2003, there was
impossible sprint of 100metres on the side of hong kong and shanghai skyscrapers this
was also reported on the news, the winner won $10,000 HKD
Also in japan an impossible is nothing campaign has a man pull a bus that was showing
adidas merch, people were offered to try but couldn't.

Guerilla advertising, 58-59, 104-105, 154-155

Teachers comments, targets and

suggestions:

Date Students
comments,
targets and
suggestions

Dat
e

Good start Lana, some really good research here, its all a
little bit scattered though. I would section off work in order
to help you understand what areas you might want to go
back to later to boost the details of.
I would write up the history of the brand, find out how they
have changed over time and developed as a paragraph so
that you then summarise this information for your
presentation.
You have started to analyse three adverts, though I can
only read about two of them and would look at the others
and state audience and strategies without specific
explanation because this will help make the primary
audience write up easier. A good screengrab from an
advert is good to help explain your points further. In your
primary audience write up do not be presumptuous in your
analysis, base it on evidence which you must provide as
part of the research strand 2 communication strand 1 as
well as being the evidence for advertising strand 2.
You missing detail in your SWOT analysis, 4 points per
area based on research, using specific examples to
exemplify your point - this is currently good for the
presentation because it reads more as a summary.
Your competition is missing also, you need information
about the similarities and differences between your
product and another, what is Adidas's USP? Use your
primary research to help with this.

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