A Public Relations Plan

WHY LIVE JUST ONE

LIFE WHEN YOU CAN
LIVE THEM ALL
Adidas OZ World Edition
Group 6
AHMAD NAUFAL
(07031281924071)

DELLA FINANDA
(07031281924236)

GHEA DEVI R
(07031082122004)

MANINA HIBATILLAH H
(07031281924105)

TASYA KHADIJAH
(07031181924007)
COMPANY PROFILE
The adidas brand has a long history and deep-rooted
connection with sport. It’s broad and diverse portfolio
in both the Sport Performance and Sport Inspired
categories ranges from major global sports to
regional grassroot events and local sneaker culture.
This has enabled adidas to transcend cultures and
become one of the most recognized, credible, and
iconic brands both on and off the field of play.

Adidas has mission to be the best sports brand in the

world. E-com is the biggest store: +53% currency-
neuteral. Until now, Adidas has produced 379M pairs
of shoes and 465M apparel pieces.
MILLENIALS SPORT HABITS
IMPACT SPORTWEAR BRANDS
Sportswear is changing to adapt to millennials who favor
traditional, competitive sports, who prefer sports to be a
social, self-care activity. Millennials appear to be real
sports fans and active players, but their consumption
differs from their elders.
According to NPD, 95% of millennial cohorts are active
and nearly 30% identify themselves as core athletes (3
times that of the overall US population).
Other sports organizations have taken the confinement
cue, offering at-home sessions for its audiences. Brands
have put in their own two cents, offering comfortable
loungewear and activewear in their collections this year
to accomodate consumer desires. For instance, ribbed
knit is up +2% for women in Europe this Winter 2020, a
sign of cozy fabrics taking over for the moment.
STRENGTH (S)
Adidas is one of the most valuable brand in
sports.
The strength of the marketing strategy.
promotion, advertisements, and the use of
digital technology.
High-quality, innovative products.
WEAKNESSES (W)
Adidas outsources the production of most of its
products to 3rd party or independent
manufacturing suppliers.
Adidas charges a premium or high prices for its
products, which has alienated low-income
consumers.
Adidas Group has only Adidas brand and
Reebok brand under its portfolio.
OPPORTUNITES (O)
In recent years, the number of consumers
who shop online or use e-commerce sites
has increased significantly.
Sports and fitness have grown in popularity
with no sign of slowing down soon.
The rapid growth of emerging markets in
Africa, Asia, and South America provides
Adidas with lucrative opportunities for
expansion.
THREATS (T)
increased competition due to globalization
and technological advancements.
In 2019, Adidas lost the three-strip logo
trademark case in the General Court of the
European Union, which exposes the brand to
the threat of imitation.
According to CEO Rorsted, 10% of Adidas
products in Asia could be fake.
 DETAIL PRODUCT
ZENTIC SHOES (For Women)
LIGHTWEIGHT AND COMFORTABLE BEARING
The cushion used on the forefoot is very light and
comfortable because it is made of AdiPRENE
cushioning material which is the hallmark of Adidas.
VISUAL DESIGN
This adidas design is classic and never goes out of
style.
COMFORTABLE SUPPORT
Material : Exclusively for Zentic Shoes (Smooth,
flexible fabric and 20% of the material used in the
upper is made with a minimum of 50% recycled
content)
OZWEEGO CELOX SHOES (FOR MEN)
Special OZWEEGO CELOX Shoes ( Fabric made from
polyurethane and mesh)
Sole Material : High quality EVA rubber midsole for
durable use
Color :
- Specifically for women, available in soft colors
- Especially for men available in neutral colors and
not too flashy
Available at the Adidas showroom in August 2021
with a retail price of around IDR 1.8 million
 OBJECTIVES
Positioning Adidas as the lifestyle shoes of the millennial generation in
range 18-35 age to become the top sneaker brand in the world
To create a trend that has a classic feel so that it never goes out of
fashion
To be able to describe technological advances that are characteristic
of the millennial generation
To build broad and sustainable relationships with the millennial
generation
TARGET AUDIENCES
CONSUMER

Millennial Generation (Age 18-35 years)

MEDIA
Journalists, socmed, and media partner
Messages and Strategies
MESSAGES
Adidas is the most recognized,
credible, and iconic brand of shoes of
both in sport performance and sport
inspired categories from major global
sports and sneaker culture
Adidas OZ World is created as a
manifestation of young millenial
people that mixed with digital vibes
Why live just one live when you can
live them all
STRATEGIES
Adapting Public Relations Plan for
Adidas OZ World brand for
energetic young millenial whom
they like to introduce the product to
their relatives and friends
Story telling approach and digital
marketing strategy with Travis
Scott as a Brand Ambassador
Tactics
Create hashtag #AdidasOZWorld and #WelcometoOZWorld
Tiktok video maker competition "Welcome to OZ World" wearing Adidas OZ World
shoes series and publish to Instagram Reels
Appoint Brand Ambassador. The millenial fashion icon in context of free, energetic
and likely to adapt futuristic style, Travis Scott. Later on, Travis will use Adidas OZ
World shoes series in his daily activity and also every photoshoot session, then tell
his stories and preference about sport in lifestyle and sport magazines, and social
media
Fashion show event
Monthly sale 40% discount event
Community and media partner publication
Timeline
Tiktok video maker
The launching of Tiktok competition announcement
video maker competition Quarter 1 2022 OZ World Series Grand
Quarter 4 2021
Photoshoot & editorials Launching
session with Travis Scott Fashion Show. Travis Scott
Media agenda to publish debut as Brand Ambassador
Adidas Tiktok competition OZ World press release

Media and social media

Media and social media publication
publication Mothly sale day event
Monthly sale day event Quarter 2 2022
Press release OZ World in
Quarter 3 2022
Press release OZ World in community activities
community activities Publication of Travis Scott
article related to OZ World
series
Key Performance Indicator
100% plans are implemented

90% media partner and coverage mentioned the key message

85% media coverage mentioned Adidas and Adidas OZ World

10.000 reaches, 150.000 likes, and 30.000 impressions on instagram matriks

Generate 15.000 tweets with hashtag and mention #AdidasOZWorld and

#WelcometoOZWorld during campaign in total

1.000 copies of megazines that published about Travis Scott with Adidas OZ World are

sold
 MEDIA TARGET
MEDIA TARGET
1.Cetak 2. Online
Vogue Tik Tok
Elle Shoope
Cosmopolitan
Zalora
BoF – Business Of Fashion
Global Fashion Group
W
Fashion Revolution
InStyle
Her World Vogue.com

Baccarat us.baccarat.com
Harper Bazaar Pinterest
BUDGET
2021 - 2022
1 Year Program Grand Launch and

Community Events

Editing dan Sponsor

Media Tier A Models

Media Tier B Decoration

Sponsorships Meals

LinkFluence (Blog and Website) Prize

David Butler Studios Partner’s Fee

(Photographer)

Total Rp. 450 Million Total Rp. 600 Million

 TikTok Dance
Competition
EMBRACE YOUR MOVE!

Create a Dance Video as energetic as you could, post

it on TikTok
There is no spesific theme, feel free to feature yourself
Wear any Adidas brand
Tag @adidas and use #EmbraceYourMove
Video length must be 30-60 seconds
Winners will be announced in grand launch event
Prize: Exclusive Ozworld collection and Cash.
TRAVIS SCOTT

Travis Scott is a popular hip-hop rapper from

America who triumphed and became the idol of
most millennials
Apart from his music and rapping skills, he is also
known for his unique fashion and demeanor
His fashion and distinctive demeanor are in line
with the identity and concept of Ozworld
He will be using Ozworld at the fashion show at
the grand launch
WILL BE HELD AT TRAFFORD CENTRE

GRAND LAUNCHING

Agenda:
Launching Ozworld exclusive Collection
Announcement of Tiktok Dance Competition
winners
Special fashion show featuring Travis Scott

Invites:
Media
Top 5 finalist of Tiktok Video Competition

Interior:
Indoor futuristic catwalk
THANK YOU
Adidas OZ World Edition