Ch.17 Advertising and Public Relations

Evidently products don't sell themselves no matter how succesful or well known a product or company is. For Adidas launching an ad campaign packed with pro athletes, pop stars and an overdose of adrenaline provides us at Adidas with a competitive edge over our competitors.

How about a constant reminder every time you commute to and from work that also acts as a stress/tension reliever. Adidas new ad campaign which boasts the title of "The first advertisement in history you can kick, punch, and trample at will." If you've never experienced a Chinese subway, you might not understand the magnitude of this. Adidas has installed punching bags in Chinese subway stations. You're supposed to relieve the stress of commuting by punching or kicking the bags. "Every year you have to wait on the platform for about 1,824 minutes. Don't waste your time, come and have some punch!" Critics applaud Adidas and suggests that this new gimmick is pure genius and agreed that there isn't a better way for a major brand to engage its audience than letting them sink a few fists unto a post.

The slogan printed on the punching bag when translated says: ‘Every year you have to wait on the platform for about 1,824 minutes. Don’t waste your time, come and have some punch !’

Adidas has already captured the attention of its target market, there ad campaign is basically in place to remind the target market of Adidas' existence and what we have to offer. Majority of the companies ads are a great example of institutional advertising, this advertising concept aims to enhance and pro-long the reputation that Adidas has built throughout the years.

Ch.15 Retailing

From Sweden to Japan no matter where in the world you might be you can always visit an Adidas concept store or locate a sporting goods retailer and expect to find a variety of Adidas products. With the aid of external and third party distributors Adidas is able to distribute and maintain dominance in the industry. Realtionships with External retailers like Foot Locker, Models and Dicks's Sporting Goods assists Adidas in distributing a wide range of its products. The Adidas brand name offers a wide range of products and with the establishment of Adidas Concept stores or speciality stores the the target market is now narrowed down.

Adidas is indeed a leaders in the area of customer loyalty with their legendary products retailed at affordable and standard prices. Adidas uses their many stores to attract their target market. The atmosphere at the Adidas store is reviewed to be cutting edge and sporty. With their use of attractive colors and even scents customers are lured in and provides them with the feeling of being athletic. The associates are very informative, detailing every aspect of the product of interest and outfitted with either very athletic and urban fresh Adidas wear from head to toe. Establishing store in highly populated and urban shopping area for example Soho in New York plays into the marketing mix and helps to produce revenue. Despite the relationship Adidas had established with sporting goods companies, establishing stores like the concept store in Soho New York provides the company to distribute and retail limited edition products and also distribute a wider range of product that sporting good retailer typical would not be interested in selling for instance basic apparel like jeans and coats.

Ch.6 Consumer Decision Making

The Adidas label is recognized world wide and appeals especially to those who are brand conscious or particular about using quality products. Understanding consumer behavior and the way they think are extremely import factors to consider before putting your product out on the market. Understanding Consumers first comes with the task of identifying what is known as a 'Need Recognition'.  Through research Adidas is able to understand and identify the needs of its consumers thus offering a wide range of products distributed internationally that caters to those needs. No matter what the product maybe, Adidas ensures that all products are made to satisfy the needs and wants of consumers.


Consumer wants and need are not the only factors that Adidas considers. Culture and values are also taken in consideration by Adidas. Cultural backgrounds influence the Consumer Decision Making process because consumers of a distinct background tend to have similar needs and identical consumption patterns.  It is Adidas' job to adapt to the various surrounding and to ever evolving and changing needs of  consumer.


Adidas tries to take considerations of all these factors because once they appeal to the different stimuli it makes the consumer decision making process even easier.

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.

Ch.4 The Marketing Environment

Many changes have been made to accommodate the ever changing and evolving market. Like any other brand Adidas's changes are reliant on the consumer demands but specifically to the wants and needs of athletes.  Product innovations and new product introductions aim to accommodate athletes whom train to become bigger stronger and faster each and everyday. Adidas directly targets athletes covering all sports areas who fit the criteria of being fast paced with a high adrenaline rate and a competitive edge, all the qualities found in Derick Rose of the Chicago bulls whom just happen to be an Adidas spokes-model.
Adidas not only appeals to a young athletic audience but also to the young at heart offering selections from timeless track suits and its classic samba shoes to a more casual and relaxed attire covering t-shirts,jackets and even everyday denim.

Ch.3 Ethics and Social Responsibility

In 2010 the company issued a report detailing the companies plan and strategies that would aim to reduce environmental footprints of its operations and the environmental impact of its suppliers. The report also includes an extensive discussion of the company’s commitment to work with its suppliers (both direct and indirect) to ensure that workplaces are fair, safe and healthy.

In an effort to boost its social responsibility credentials Adidas introduced project "One Euro Shoes". Adidas made plans to mass produce a shoe line for those who cant afford to purchase an Adidas brand shoe at its full price. The shoe would be made on a non profit basis and is said to be retailed for no more than the manufacturing cost. the idea in its entity is aiming to abolish poverty and create more jobs for local Bangladeshis. 

Ch. 2 - Strategic Planning for Competitive Advantage

With A unique product portfolio covering accessories, apparel and footwear for professional athletes to premium trendy fashions, allows Adidas to cater to multiple customer needs and demands. This provides Adidas with the opportunity to exploit various markets locally and internationally. Together with Adidas's commitment to product innovation and its rich heritage aids in differentiating the brand from its competitors.


Like most retail giants Adidas markets its products in accordance to the seasons; for instance A heavy emphasis is placed on summer apparel when its warm outside because there is a greater demand for short and lighter clothing. Their plan is to not only market their product in accordance to the weather changes but also to the changes in the various sports seasons. Adidas has a great advantage to appeal to all markets because of the variety of products they distribute caters not only to men but also to women and even children.


In order for the company to sustain its dominance and appeal in the industry Adidas ever so often adjusts to the times, trends and changes in consumers demands. Endorsing highly publicized Athletes, Socialites and  Performers aid to market the brand and also provides a competitive advantage over its competitors.