Adidas Marketing Case Study

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Adidas has a rich Olympic heritage stretching all the way back to 1928 when Adidas’ running shoes debuted. As a partner of the London 2012 Olympics, Adidas engaged its target consumers and set forth clearly defined objectives in order to create huge amounts of support for Team Great Britain before, during and after the Games.

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Adidas Marketing Case Study

  1. 1. www.welingkaronline.org How Adidas won the game Summary Adidas has a rich Olympic heritage stretching all the way back to 1928 when Adidas’ running shoes debuted. As a partner of the London 2012 Olympics, Adidas engaged its target consumers and set forth clearly defined objectives in order to create huge amounts of support for Team Great Britain before, during and after the Games. Key Challenges Adidas’ range of sports equipment has been seen at every Olympic Games and every British medal- winning athlete at the last 8 Olympic Games wore Adidas products. Adidas were thus the logical choice as a partner for Team Great Britain and the London 2012 Olympics. The challenge ahead of Adidas was to inspire and engage its young target audience (aged 14-19) in an innovative manner across the UK and the globe with an appropriate sports marketing mix. Strategy and Solution Adidas’market-oriented strategy, coupled with product and marketing innovation, has played a key role in their success. London represented a key market for Adidas as it set trends across the country and by partnering with the London 2012 Olympics they had a readymade platform to target not just a national, but a global audience. Their sponsorship deal was the broadest set of sportswear rights in Olympic history. It became the Official Sportswear Partner of the London Games and the exclusive licensee of all branded (Adidas + London 2012) and event branded (London 2012 only) clothing. After acquiring these rights, Adidas focused on their key marketing objectives: To ensure a clear association as Sportswear Partner of London 2012, Team Great Britain and Paralympics Great Britain. To engage and excite 14-19 year olds and become the preferred sportswear brand in the UK. To deliver a Licensed Product Return on Investment (ROI) To become the most talked about sports brand in 2012. The athletes’ kit allowed Adidas to be innovative and excite the target audience while still meeting commercial sales targets. Market research undertaken by Adidas showed the youth audience wanted something ‘untraditionally British’. Stella McCartney created a deconstructed union flag design keeping their findings in mind. Preparations and marketing of the kit began 2 ½ years in advance, with photoshoots of the athletes in their Team Great Britain gear used to create buzz. With more than 50 London 2012 sponsors, Adidas needed to stand differentiated and they looked to create national support through its ‘Take the Stage’ campaign.
  2. 2. www.welingkaronline.org Mass audiences are becoming harder to reach through advertising, and so Adidas employed Above-The- Line and Below-The-Line activities to reach out to its audience. They used a combination of carefully planned product placement and athletes, including David Beckham. TV adverts featuring athletes, such as Jessica Ennis and Tom Daley, were aired in which they spoke of their innermost goals, fears and thoughts, a strikingly different approach that stood out. Furthermore, the activation of traditional media with innovative use of social and digital channels on a never-before-seen scale was very successful. TV adverts drove consumers to a website where they could get a chance to meet their idols. Through ‘Project 32’, Adidas rewarded 32 talented youngsters with the chance to meet their idols, allowing them to ‘Take the Stage’. On Twitter #takethestage became a summer trend and Videos on YouTube created hundreds of millions of views, including a video of Team GB athletes singing along to Queen’s ‘Don’t stop me now’. Additionally, a large photo booth was set up allowing the public to show their support and videos of reactions to David Beckham’s surprise appearance racked up 3.2 million views, plus international TV coverage. Outcome All of this promotional activity was very expensive and demonstrating ROI was vital. As exclusive licensee of all branded and event branded apparel, Adidas’ constant monitoring and measurement of their campaigns demonstrated how their investment was justified. The table below demonstrates the significant return achieved through this campaign and how Adidas successfully achieved its marketing objectives. Sponsorship deals such as Adidas’ with the 2012 London Olympics are very expensive, but with well planned marketing strategies with clearly defined objectives meaningful engagement with consumers can be created. Through their campaign, Adidas successfully created a huge wave of support for Team GB before, during and after the Games.
  3. 3. www.welingkaronline.org Addidas Marketing Strategy Infographics

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