The Adidas Group aims to be the global leader in sportswear. Founded in 1924 and headquartered in Germany, Adidas has 39,000 employees worldwide and sells athletic apparel and footwear. To compete with Nike and increase brand awareness, Adidas' goals are to improve consumer relationships and make customers feel part of the Adidas family. The company plans to launch a "How Do You Shine?" social media campaign with online contests, videos, and discussions to connect with users aged 12-29 and showcase how Adidas athletes shine. Progress will be tracked using web and social media analytics.