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I. EXECUTIVE SUMMARY
Adidas is a well trusted company that sells quality sports products, equipment,
and apparel for athletes. The issue with past campaigns is that they were unoriginal and
broad. Adidas lacks a slogan. Nike, Adidas’s #1 competitor, has the “Just Do It” slogan
that everyone knows and remembers. If Adidas utilized the “Strive” slogan, then
everyone would know Adidas to be inspirational and influential like the “Just Do It”
slogan. Another issue is Adidas is not targeting teenagers. Teenagers are important to
advertise to because they tend to share products and experiences to one another.
This campaign is the Strive campaign. What is different about the Strive
campaign is that it includes creativity, community, and originality. Strive includes
creativity with an unseen Adidas structure, promoting Adidas with a health­oriented
products such as providing marathon runners with a healthy drink, and unforgettable
ads in the sky. It includes community by bringing together volunteer from a city to create
a beautiful mural advertising Adidas. Also, Strive includes originality by advertising with
luminescent lights in the night and having an environmentally friendly flower bed
advertisements. The Strive Campaign will inspire their customers to donate to charity, in
exchange for purchasing their products. The way that the new Strive advertising
campaign separates itself from others is by stepping outside the box and reaching
customers by advertising in the most memorable ways.
In the Strive campaign, we are reaching goals and creating solutions for issues of
past campaigns. This campaign will promote Adidas in a way that inspires young
athletes to become the most outstanding athletes they can be, being inspired from
Adidas and their originality. In doing all this, we are staying within the budget, yet
exposing Adidas in a way where the company will stand out through imagination,
inspiration, and motivation.
II. DESCRIPTION
Adidas Inc. is a company that creates shoes, athletic and casual wear, and
sports equipment for all athletes. Created in 1949, Adidas is one of the largest, most

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innovative, and successful producers of these items. Adidas has a huge brand value of
5 billion and they are quickly becoming a pop culture icon. This company is dominating
the market and promises a great future.
Most of Adidas' products are bought by young adults and teens, therefore they
are who Adidas should target the most in advertising. Adidas also focuses on inspiring
viewers to become active and making sports a more popular activity. Since Adidas has
it’s own logo, it will be much simpler to create successful advertisements.
III. OBJECTIVES OF THE CAMPAIGN
A. Create awareness and spread the idea that Adidas is not only a company
for adults, but for younger athletes of both genders too. We are doing this
to promote youth activity and to prove that women have the same
potential as men in athletics.
B. Spread word of the new “Strive” slogan. This is important to rise above
Adidas competitor, Nike, with their “Just Do It” slogan.
C. Create free perks for our loyal customers to keep current consumers
coming back and to attract new markets using inspirational tactics alike to
Strive.
D. Create the image that Adidas is more than a company, it is an
organization that ​strives ​to give back to the community. This idea is smart
because buyers will feel good and feel motivated about what they are
buying by indirectly giving to the community.
Adidas is striving for these objectives because these are the ways that will reach
more markets. We will become the most competent in this industry by promoting all of
our objectives for the foreseeable future. By motivating people with Strive, it will get
people buying more Adidas products and help the community by getting everyone more
active.
IV. IDENTIFICATION OF THE TARGET MARKET

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A. Primary Markets
The primary market for our campaign will be young athletic people that are
original and dedicated to becoming great. Our demographic is 14­19 year old individuals
of both genders. These people are at the age at which they start becoming focused on
sports, want to stand out, and be noticed for their performance in sports. These
individuals are old enough to choose their own apparel, become more focused on
sports, and they want to be “outside the box”, while keeping in style. What makes this
demographic of people special is that they are growing up in a time where sports are
what makes someone memorable, important, and admirable. Most of whom young
people today look up to are famous athletes such as Lebron James, Serena Williams,
and Michael Jordan. Surrounded by this, many of these young people want to succeed
at sports or even pursue a career in a sport. With this new of athletic­minded
generation, they need quality sports apparel that is also bold and stylish, like Adidas.
The target market lives in an urban area where trends get around quickly like
San Francisco, New York City, Los Angeles, and Miami. It is important to captivate
urban areas because the people are surrounded by media that holds advertisements.
When people in urban areas see an Adidas ad and become excited about Adidas, the
excitement travels through talk and social media to rural areas, and overtime, it
becomes nationwide. People in our market’s age group want to fit in with other people,
so when they see an Adidas logo, an Adidas commercial, or hearing someone talking of
Adidas products, they will want to follow their peers and purchase Adidas items.
What makes our target market valuable is that they are extremely impacted by
sports and famous athletes. Using the Strive Campaign, it will encourage our target
market to practice and ​strive​ to be a great athlete. If Adidas advertises with someone
like Serena Williams recommending Adidas, her large fan­base will quickly become
interested in the products. Another attribute is that people ages 14­19 and 20­25 want to
stand out and be unique. The Strive campaign will show teenagers that Adidas is a
company that offers bold items to make every customer feel like a trendsetter. The last
quality is that the targeted market is in an urban setting where trends go fast. It is

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necessary to advertise to the primary market because they spread the word about
Adidas products to the secondary market quickly.
B. Secondary Markets
The secondary market is made up of adult family members of the primary
market. The secondary market is extremely effective because they impact the primary
market greatly. This is because adults are more financially stable then the primary
market (young adults). The secondary market is important because they are the
decision makers of a purchase of an Adidas product. When a member of the primary
market, such as a teenager, asks their financial source, a parent, for an Adidas product,
the parent must agree that their child could benefit from an Adidas product before they
would agree to buy it for them. The Strive campaign will show the secondary market
that Adidas is the best choice because it will motivate and inspire their athlete.
Another subgroup of the secondary market is comprised of coaches. Coaches
love to incentivize their players, and they will appreciate the Strive campaign because of
its motivational theme. Athletes look up to their coaches and want their coach to value
them, and therefore, when an athlete hears a coach talking about Adidas and its quality,
the athlete will be inclined to buy a product. Additionally, coaches talk to parents
frequently, so when a parent hears of a coach raving about a Adidas product, a parent
who wants their child to excel will look to purchase that item.
The secondary market is powerful because they influence the purchasing
process, while the primary market introduces the Adidas item to them. Coaches, a
portion of the secondary market, guide athletes and parents to purchase Adidas.
Parents and athletes are inclined to listen to coaches because they are credible. The
secondary market is essential to advertise to because they give authority to whether a
product is purchased or not. The Strive Campaign will show the secondary market that
Adidas is the perfect choice for them.
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE
CAMPAIGN

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1. Coupons and Benefits
A. Friend to a Friend deal
Friend to a Friend deal is when an existing customer recommends Adidas to a
friend, they both get 10% off their next order, maximum 1 friend a month. The friend to a
friend deal is efficient because the existing customer gets a deal for spreading the word
of Adidas, and this makes them want to keep telling more friends. The Friend to a
Friend deal will be online based. The Friends are given a code that they can add in at
an online checkout or in an Adidas store. The new customer is satisfied because they
get a good discount on their order, and they know of the Friend to a Friend deal so they
will be inclined to do it again to another friend, which spreads Adidas even farther. The
new customer will become dedicated when they are introduced to the quality of Adidas
products, and will leave their old athletic supplier.
B. 15 for 200 Deal
When a customer spends 200 dollars on merchandise of one sport, Adidas
rewards them with a store credit of 15 dollars. The 15 for 200 deal is advantageous
because it ensures loyalty and makes the customer satisfied, and more inclined to make
the same purchase.
C. Charity/Donation
The Strive Campaign will make a deal where if you buy a pair of Adidas shoes, a
child in a developing country is provided food. This is great because it helps people in
need and Adidas will become known in those developing countries, which will make
Adidas go worldwide, because of the Strive campaign inspiring people to help others.
Also, this encourages customers to buy the product. This makes them feel good about
the purchase and also pressures them into buying it by using sympathy. The
charity/donation technique is effective because it helps Adidas, people in need, and the
customers.
2. Structures
Adidas will erect intriguing structures in the most populated cities in America,
such as a giant Adidas shoe on an ordinary bench with the Adidas logo. Structures are

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effective because when people see a different, giant object in their ordinary
neighborhood, they will notice it immediately. They will play with it, take pictures with it,
share it online, and talk about it. This will get Adidas exposed to a great amount of
potential customers.
3. VitaminWater
In order to promote healthy drinking, Adidas will team up with VitaminWater. Adidas
plans to give away 2.5 million water bottles at sport events, marathons, and charity
events. Examples of these are the AIDS run, the Breast Cancer walk, ING New York
City marathon, Marine Corps Marathon, and more. This would be effective because it
will show that Adidas promotes healthiness and vitamins, it will get the logo out, and
people will admire Adidas because they supplied their marathon with a refreshment.
4. Aerial Advertisements
Using planes and blimps, aerial advertisements are useful because everyone
notices them. People are fascinated with them and it’s a unique and fun way to get a
company exposure. If Adidas advertised using planes, it would be unforgettable
because few companies do it.
5. Laser Ads
Laser Ads have never been seen before by customers, so it will instantly grab
hold the attention of consumers. It hasn’t been seen before because most companies
think that it would be inefficient to only have an ad at night. This isn’t true because in big
cities where we plan to advertise, a lot of people are out at night to witness the
advertisement. Adidas would purchase a laser machine and locate a windowless
building. They would project their logo onto the building during the nighttime, so a
glowing Adidas logo would be seen by everybody. Laser Ads would be memorable and
distinctive to Adidas.
6. Murals
A piece of artwork is hard to forget. A mural is a great way to capture the
attention of an area, especially when Adidas will be the only company doing it. Adidas
will rent a wall and hire someone to organize and to create an Adidas mural. The

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community is encouraged to volunteer and help paint. By letting the community help out
the hired painters, the people in the area will grow closer together and the mural will
have great value to them. Adidas has enough budget to make paint murals in 930 of the
most populated cities. A mural is extremely effective because 930 of the most populated
cities populations will be exposed to Adidas.
9. Flower Beds
Adidas will put flower beds of the Adidas logo in the biggest malls in America.
The flower beds will have the logo and colorful flowers sprouting out of it. It will
immediately catch shoppers’ attention and they will remember the flower bed because
they have never seen it before. It will also be an environmentally friendly ad, which
people will appreciate.
VI. SCHEDULES OF ALL ADVERTISING PLANNED
May June July August Dec Jan
Coupons x x x x x x
Benefits x x x x x x
Structures x ­­ ­­ ­­
Vitamin Water x x x
Aerial x x x x x
Laser Ads x x x x
Murals x ­­* ­­ ­­ ­­ ­­
Flower Beds x x x
*​­­ : lasts forever
VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY PLANNED

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The Strive Campaign will hand out VitaminWater for free with their own
advertisement attached to the sticker at charity events and large scale marathons.
Some of the events will be the Aids Run, Breast Cancer Walk, ING New York Marathon,
and Bank of America Chicago Marathon. This promotion will get the name of Adidas out
more and show that they support good causes. Customers will appreciate this because
it will show how the Strive Campaign wants to help and inspire people by doing good
things for others.
The Strive Campaign plans to have murals created by the community, but
directed by a professional to keep organization. This will take place during Spring while
it's sunny and warm, to be finished during the summer where there is a lot more travel.
This promotion will get the name of Adidas out more and bring the community of where
the mural is located together to represent teamwork. This will show that Adidas values
and creates communities.
During the summer of 2015, Adidas will host young adult sports games and set
up a stand to sell products, pass flyers out, and talk to athletes parents (the secondary
market exposure). This strategy would be useful because those who are at a game are
in the primary market will be exposed to Adidas. They will be grateful that Adidas hosted
their game and will incorporate the idea to get kids healthy with the Strive Campaign.
VIII. BUDGET
1. Benefits
● # of people expected to participate: 500,000 people
2. Structures
Structure in San Francisco
● # of exposures: 837,000 people
● cost per month: $83,500 (per structure)
● number of potential people exposed per dollar: 0.8 people
● cost total: $668,000 (8 structures)

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3. Social Media
● # of people estimated to participate: 500,000 people
5. VitaminWater Advertisements
● cost: $0.41 per bottle
● bottles made: 3,000,000 bottles
● cost of labor: volunteers would hand it out­ $0
● shipping: $25,000
● total # exposed from all promotions: 1,500,000 people
● number of people exposed per dollar: 0.7 people
● total cost: $1,050,000
6. Aerial Advertisements
a. Planes
● cost(per hour): $1,000
● total planes rented: 14,892 planes
● total cost: $2,680,560
● amount of exposures: 8,000,000 people
● number people exposed per dollar: 0.34 people
b. Blimps
● total cost per month: $2,000,000
● amount of blimps: 15 blimps per 4 cities
● number of people exposed: 8,000,000 people
● number of people exposed per dollar: 0.25 people
7. Night Luminescent Advertisement
● total cost per week(4 cities): $2,800,000
● amount of exposures: 8,000,000 people
● number people exposed per dollar: 0.35 people
8. Mural
● cost per city: $1,500
● total cost: $1,399,500

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● amount of exposures: 96,000,000 people
● number of people exposed per dollar: 0.02 people
9. Flower Beds
● custom made price per flower bed: $5,000
● cost mall space per month: $1000
● cost of maintenance: $30,000
● total cost: $14,880,000
● total exposures: 7,000,000 people
● number of people exposed per dollar: 2.3 people
TOTAL $ NEEDED FOR CAMPAIGN: $22,464,860
Previous year budget: $968,000,000
% of advertising budget needed for campaign: 2.3%
total # of new clients exposed: 130,337,000 people
average clients exposed per dollar: 0.68 people
IX. STATEMENTS OF BENEFITS TO THE CLIENT
The Strive Campaign encourages physical activity through their intriguing mottos
and commercials. It inspires teenagers to help people in need with the charity project,
encourage individuality with the boldness of their merchandise, and overall, inspires the
teenage generation to want greatness by showing them what it could feel like if they
thrived to be more active. When the The Strive Campaign is launched, millions of new
teenagers will be exposed to these ideas, and that is what Adidas wants: a new,
motivated group of teenagers, ready to dominate the field.

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