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Adidas Basketball 1
- 21. 2. How often do you play basketball every month? -Average of 4.8 times a month
- 23. 4. Who is your favorite basketball player? Do you know what brand they wear?
Editor's Notes
- Nike has a tendency to jump on trends and make more collector-driven products, like shoes for the Streetball or Olympics campaigns. They don't just focus on their celebrity-based shoes. Nike also connects their brand with many sub-cultures, like hip-hop music and streetwear. Nike tends to use a mix of commercials that have a rational appeals (highlighting the technology of the shoe and showing feature/benefits) with commercials that use emotional appeal (i.e. the black and white commercial with the high schooler making a dunk in the last second)
- Adidas, on the other hand, uses emotional appeal in their commercials. They rarely highlight one product-- usually, like in the Basketball is Brotherhood campaign, they use the halo effect of basketball players interacting with each other to make the audience feel good. Adidas also doesn't make limited edition or trendy shoes. All of their featured basketball shoes are celebrity-based.
- Adidas, on the other hand, uses emotional appeal in their commercials. They rarely highlight one product-- usually, like in the Basketball is Brotherhood campaign, they use the halo effect of basketball players interacting with each other to make the audience feel good. Adidas also doesn't make limited edition or trendy shoes. All of their featured basketball shoes are celebrity-based.
- Most surveyors knew their favorite basketball player's shoes, but a handful were unaware, including one for Kevin Garnett and one for Tracy McGrady, who are both Adidas wearers. Almost all of the surveyors who put Garnett or McGrady down as their favorite player still listed Nike as their favorite brand.
- Results corroborate with our initial research about Nike having many associations with trendy subcultures, like hip hop or streetball. There were quite a few "overhype" answers--perhaps that's our segment to target. Adidas's results were all over the map-- clearly Adidas needs to have a more targeted image and target those that called Adidas "long lasting" and "new and upcoming"