Ch.5 Developing a Global Vision

Throughout the years Adidas has always been known for its fair share in the world of sports culture and apparel, A brand easily recognized by its iconic signature three stripe trademark and logo. Despite Adidas's dominance in this sector they have failed to place at the number one position in the rankings for the world's top producer for sports wear and apparel.                  

In an effort to gain a competitive edge over its leading competitor Nike, Adidas is finally jumping into the fashion arena and making a grand entrance with its first global marketing campaign. The global ad campaign may be the push that is needed to raise their share in the market. The plan is to go global with ads for the Originals fashion line which actually accounts for about 20 percent of Adidas's sales annually. Global ads for Originals is said to be the company's first mass market campaign in over 60 years. The Originals brand line offers trendy sports fashions and shoes that include the classic Stan Smith tennis shoe, fleece hoodies, skimpy tennis dresses and shimmery T-shirts. The average item in the line retails for about $70.

Ads are said to be filled with celebrities and sports endorsers for Originals like Snoop Dog, Katy Perry, Derick Rose, David Beckham, Missy Elliott and Russell Simmons.