This document outlines Adidas's marketing strategy to promote its Originals line. It identifies Adidas's strengths in heritage, brand recognition, and distribution, but also weaknesses in premium pricing and outsourced manufacturing. Opportunities include expanding product lines and growing demand for premium products. The strategy aims to redefine originality and creativity for young consumers through community events, social media challenges, and an "Original Fest" featuring music, art, and sports. It allocates a budget of €50,000 across online/print media, event production, in-store promotions, and a social media campaign engaging influencers.

1. ADIDAS
ORIGINALS
Hero products
for FW15
presentation

2. CURRENT SITUATION
Strengths
- Legacy & heritage
- Diversified portfolio
- Strong financial position
- Distribution network
- Branding by creating touch points with the
community

3. CURRENT SITUATION
Weaknesses
- Premium price range
- Outsourced manufacturing
- Limited product line
Threats
- Competition
- Supplier's dominance

4. CURRENT SITUATION
Opportunities
- Changing lifestyle
- Market development
- Expansion in product line
- Increasing demand of premium products
- Backward integration

5. COMPETITION
● Although Adidas is a global brand, it is facing
fierce competition from other brands, like
Nike which is the No.1 brand, with Adidas
being in the 2nd Position in this premium
segment.
There are also other competitors, like:
● Converse - All Star
● Vans
● Regular competition from local players,
substitutes and market
penetrators

6. TARGET AUDIENCE
Our core target is men &
women, who are 16-24 years
old:
● Fashion lovers
● Trend followers & setters
● Supporters of street
culture
● People, who love sports,
music, & values, such as
being part of a crew

7. PERSONAS
People who enjoy hanging out
with friends & discover what’
s happening in town. Music &
arts play a vital role in their
lives. Travelers & social media
users.
They are creativity seekers &
followers of street culture.

8. CREATIVE STRATEGY

9. GOAL
- Re-invent originality
- Create new trends
- Inspire the youngsters
through their communities
Promote people’s
individuality

10. DEFINE ORIGINALITY
Lifestyle: Be yourself
Do your own thing:
Creativity
Each action will be followed
by hashtags #…

11. COMMUNICATION
STRATEGY
3 pillars:
•Media (mainly digital)
•PR
•Sales & promotion

12. COMMUNICATION CHANNELS
Online Media
- Social Media
- beoriginal.gr
- Fashion blogs
- Online version of Lifo & Athens Voice
- Celebrities’ personal profiles & fan pages
Traditional Media
- Lifo
- Athens Voice

13. SOCIAL MEDIA
Celebrity video with
Stavento, Sinatsaki etc.,
talking about their
definition of originality
Call to action
Define originality video
Be creative
Challenge your friends
#beoriginal_challenge
Video

14. SOCIAL MEDIA
Fest promotion
#Theoriginalfest
Submit to the event
(potential inbound
marketing)
Things to gain:
● Shoes
● Be in-store poster
● 10-15% discount up to 100
participants

15. PUBLIC RELATIONS
The Original Fest.
Including several activities:
- Fashion show & Catwalk
- Skateboarding
- Graffiti & art design
- Live gigs from
various artists & dj’s
- The Originals Exhibition
The venue of the Original Fest. will be
specifically configured, splitted in
several corners, promoting all of the
Original Series in a unique way

16. SALES & PROMOTION
In-store promotion using pop
material based on
• The challenges
• The Original Fest.
• The best challengers’ posters

17. TIMETABLE
Start 07/09/2015 - End of February
1 day 2 weeks 4 weeks 6 weeks 8 weeks
The original
Fest (5)
Trent Setters
Video (1)
Event promo
(4)
Paid social
media (3)
Call to action
video (2)
Event
submission
(4)
Challenge
(2)
In-store
promo (6)
*(1,2,3,4,5,6) In time order

18. BUDGETING
Online & Traditional Media
Production & Promotion
5.000 €
The Original Fest.
(Venue, Equipment, Printed
material, Staff etc.)
30.000 €
In-store pop material
(10 stores)
15.000 €
Total: 50.000 €

19. ADicts
Zoe Gatsapostoli
Dionisis Zagkas
Panagiota Kavvatha
Georgia Koutsoukou
Sophia Lamprou
Marianna Michalitsianou
Christos Tsirigotis