The document proposes an online strategy for Adidas to increase its brand recognition and sales. It identifies strengths like its brand recognition and celebrity endorsements, as well as weaknesses such as high prices. Opportunities include new women's lines and emerging sports. Threats include counterfeits. The proposal recommends aggressive use of social media like Facebook, Twitter and YouTube to promote products and engage customers. It also suggests search engine marketing and optimizing the website and monitoring metrics to track performance. The overall goal is to increase social media interactivity and exposure through viral videos while monitoring all efforts and overtaking Nike as the top brand.

1. Adidas Online
Strategy Proposal
Trevor Grady

2. Strengths
- High brand recognition
- Popular and active social media profiles
(Facebook, Twitter, Youtube, etc.)
- High-profile celebrity endorsers
- Proud and loyal consumer base
- Inherently fun, exciting, and sexy product
line
- Success in
Basketball

3. Weaknesses
- Nike has the edge in baseball and
football cleats
- Price too high for some targets
- Could do better in casual footwear
and leisure apparel sectors
- Many products only bought once or
twice a year

4. Opportunities / Threats
Opportunities
- New product line by Stella McCartney will target
more women
- Target emerging sports like Lacrosse, BMX
Threats
- Counterfeit products
- NBA lockout

5. Facebook and Twitter
- Aggressive use
- Promote conversation
- Utilize different profiles for different divisions of Adidas, engage
in internal conversation
- Special offers, promotions, contest, etc. through Facebook and
Twitter
- Balance proactive and reactive activity across social media
platforms (Twitter, more reactive)
- Keep up with celebrity endorsers through social media, and
encourage them to interact with Adidas
- Post fun/interesting content not necessarily related to Adidas
- Update/be active EVERY DAY

6. Youtube
- Big opportunity for long-form advertisements and/or viral
videos
- Products have important features that separate Adidas
from competitors
- These points of differentiation can be shown in a
straightforward manner, or in a funny, experimental, avante
garde way that will get people talking
- Air time is free, you only need to pay for production which
can be very inexpensive
- Use social media to spread these videos

7. Search Engine Marketing
Utilize Google Adwords
- Target specific keywords "run faster shoes" "jump higher
shoes" "best basketball shoes" "fitness apparel" "athletic
apparel"
- Budget: 20% of total marketing budget for 3 month trial
period. Drop keywords with low conversion rate, boost
those with high conversion rate
- Make sure each ad is targeted to a specific niche

8. Website
- Keep dynamic,
interactive design
- Try to encorporate
more keywords on the
landing page to
promote search
engine optimization
- Play a video (user
has the option to skip)
featuring number 1
product at the moment

9. Metrics
- Monitor all social media platforms to find consumer
likes/dislikes that can help Adidas
- Take full advantage of Google Adwords' statistics and
experiment with new keywords, budgets; monitor EDC,
eCPM, etc.
- Use Hootsuite (or similar program) to keep track of
everything being said about Adidas AND competitors

10. Goals
- Increase social media activity, more
importantly interactivity, with Facebook and
Twitter
- Utilize Youtube for long-form commercials and
viral video to gain even more exposure
- Effectively monitor social media, Youtube,
Adwords so no resources are wasted
- Overtake Nike as the most popular outlet for
athletic equipment and apparel