This presentation highlights Adidas original's approach to brand engagement, strategies and channels or platforms used to become the most popular sneaker brand on social media.

1. By Monica Gorantla
ESADE MBA
Adidas Originals : Social Media Marketing Strategy

2. Adidas Originals is ‘All in’
Target audience – young ,trendy men and women
Combination of modern marketing and smart collaboration with
heritage products
Fresh, innovative, modern and personalized marketing approach
Adidas originals has moreTwitter followers than the main account
Strategy
Social Media Dominance
Most liked sneaker brand on Instagram in 2015
Connecting with the youth at a much personal level
Delivering footwear to the audience in a believable form

3. Social Media Strategy :2C’s for brand engagement
Through in-house influencers likeAdidas employees
Uses the most popular platforms likeTwitter and Instagram
Creates Hype through associations – Kanye, Stan Smith etc.
Making collaborations for innovative products likeYeezys
Communicate
Create
Direct involvement of influencers in actual designing process
Giving control to customers
User-generated content
Nobody is advertised to, using social media

4. Engagement Strategy
’Share how you wear it ’ campaign
encourages people to share their
Adidas favorites using this hashtag
Jon Wexler, the global director of entertainment and
influencer marketing at Adidas, is very active on
twitter - answering questions, critiquing with a sense
of humor- acting as an influencer for the company
’STANYOURSELF ’ campaign
involved consumers and made them
feel a part of the creative process
‘TLKS’ event was streamed live on Facebook wherein top
influencers in the world of music and fashion invited
people to share their personal Adidas experiences

5. Entertainment Strategy
• Utilizes Facebook page to entertain their target audience with trendy and hip videos.
• Company also presents short films on Facebook and draws emotional connect with the customers through powerful
hashtags like #myfutureis and #originalis

6. Recommendations
Leveraging the concept of ‘Community’
Create Social media events to innovate and collaborate
Create Initiatives for customers to post their stories
resonating with Adidas originals
Conducting or sponsoring community based events
Going global with the community based apps like Runtastic

7. Resources
http://www.complex.com/sneakers/2016/07/adidas-is-trying-to-take-over-the-
sneaker-world-through-social-media
http://www.complex.com/sneakers/2015/12/most-liked-sneaker-brands-
instagram-2015-kickposters
https://www.econsultancy.com/blog/68785-how-adidas-originals-uses-social-
media-to-drive-sales
https://www.facebook.com/adidasoriginals/
Src of images :
http://images.complex.com/complex/image/upload/t_in_content_image/Scre
en%20Shot%202016-07-25%20at%202.06.00%20PM_oavuaf.png
http://images.complex.com/complex/image/upload/c_limit,w_680/f_auto,fl_l
ossy,pg_1,q_auto/c_limit,w_680/u66xi4ax2qibya8bof6c.jpg
https://www.adidas.ca/en/women-originals-shoes
https://www.facebook.com/pg/adidasoriginals/videos/?ref=page_internal