UNIVERSITY OF EL SALVADOR

INTERNATIONAL MARKETING
SCHOOL
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ENGLISH V

PRESENTED BY:
Payés González, Reina de los Ángeles

PROFESSOR:
Ms. Laura Maricela Quezada Alas

Santa Ana, April 5th 2021

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Shoe brands have realized the need to incorporate, in addition to design, the latest technology on
the market in the development of their sports shoe models. For that reason, sports footwear brands
strive to develop the most efficient shoes that enhance the performance of the athletes. The
majority of the efforts is put into the technology development of the soles and midsoles to increase
the force and the return of the foot print

Adidas is one of the brands at the forefront of technological innovation and is decided to get
running shoe that best fits the foot, like a second skin and reinforces every aspect of natural
movement of this. This new technology is the result of years of research and development by
adidas, this is how Adidas has developed Strung technology, which they anticipate will be a
revolution in the design of the next generation of sneakers. This is a new textile creation process
that allows you to adjust the exact location of each thread and its direction in the weft depending
on the needs of each runner.

The fabric is developed using digital software before being transferred to the manufacturing
process, opening the doors to the creation of running shoes tailored to the morphology and
singularities of each athlete’s foot. The Strung manufacturing robot places each thread with
precision resulting in a lightweight, one piece shoe upper with a precise fit that offers greater
support, flexibility and breathability.

Also, the design is completed with innovate note: The tri dimensional Adidas 4D midsole, a
radical design with a specific last created for runners who support with the toe. The heel is
minimized to reduce weight and the rubber outsole has a specific design that favors grip on fast
runs.

INSTITUTIONAL ADVERTISEMENT (ADIDAS)

Adidas is a global designer and developer of athletic and lifestyle footwear, apparel and
accessories with the mission to be the best sports brand in the world. As an innovation and
designer leader, Adidas engineers the best in high performance products to make athletes better,
faster and stronger and creates a range of classic and fresh lifestyle and high fashion lines.

Adidas is committed to support all female athletes removing barriers in sport, women do not
appear in sports media to the same way that men are. The media promotes men’s sports, while
women’s sports go unnoticed. in response, Adidas launched a campaign for equal media
representation in sport, the goal is promoting visibility of women in all levels and age, removing
gender stereotypes and to inspire young female athletes.
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For this advocacy advertisements, Adidas took advantage of modern storytelling to engage,
educate and inspire its target audience, Adidas empowers women to be and stay in sports and for
that reason this advertisement is appealing and important, as it has a unifying goal: To provide
access, remove stereotypes and address inequality for female athletes.

Link: https://youtu.be/4MhzquFHcHs