The document analyzes the digital marketing practices of Adidas vs Reebok. It discusses the target audiences, paid, owned and earned media strategies of both companies. It then covers SEO, SEM, paid and organic social media strategies. It analyzes keywords and website SEO rankings of Adidas and Reebok. It compares their website analytics and presence on Google My Business. Finally, it evaluates and compares their social media strategies and provides examples of campaigns run by both brands on social media.

1. Analysis o f Digital
M a r k e t i n g practices o f
A d i d a s v s R e e b o k
Riddhi Goyanka (23)
Hrishikesh Deopujari (50)
Kaustubh Belsare (51)
Kushal Surana (53)
Rahul Choudhuri (58)
Rajat Dangra (59)
DIGITAL MARKETING
S
H
RI
R
A
M
D
E
O
B
A
B
A
C
O
L
L
E
G
E
O
F
E
N
G
I
N
E
E
R
I
N
G
AND
M
A
N
A
G
E
M
E
N
T
Prepared By
Guide
Prof. Amir Khan

2. Contents
• Introduction
• Target audience
• Paid, owned, earned media
• SEO, SEM ; Paid and Social organic Media
• Keywords
• Google search engine
• SERP
• Off page optimization
• Website KPIs Comparison
• Google MY Business
• Social Media Comparison
• Social Media Campaign

3. About The Company
ADIDAS
• Established and headquartered in Herzogenaurach , Germany, Adidas AG
is a German multinational corporation which designs and produces shoes,
clothing and accessories.
• It is the biggest maker of sportswear in Europe and, after Nike, the
second biggest in the world. The logo of Adidas is three stripes used as a
marketing aid on the clothes and shoe designs of the brand.
• The branding that Adidas purchased from the Finnish sports business
Karhu Sports in 1952 for the equivalent of 1600 Euros and two bottles of
whiskey was so popular that Dassler described Adidas as" the business of
three stripes.
REEBOK
• Reebok International Limited, founded in Bolton and headquartered in
Boston, is an American footwear and clothing company.
• Reebok manufactures and distributes sportswear such as clothing and
footwear, including fitness, running and Cross Fit.
• Reebok was founded in 1958 as a companion company to J.W. Foster
and Sons was founded in Bolton, Lancashire, UK, in 1895. Reebok
clothing displayed the Union Flag from 1958 until 1986 to denote the
British heritage of the brand.

4. Target Audience For Adidas
• Adidas' target demographic is sports competitors, including those at the highest level of
their sport, as well as non-athletes who are motivated by or simply love sports, with a long
history of offering high-quality competitive sportswear for athletes.
• The target demographic for Adidas falls within the 20- to 29-year-old age group who are
athletes or are passionate about sports and is considered to be the largest user demographic
in this segment.
• Since people within a given social class appear to have similar purchasing characteristics,
the business focuses on social class. It does not use the segmentation of income, gender,
ethics and family life cycle to differentiate their business.
• Adidas makes the range a bit less complex and broader, because the brand advertises to
many different people across the globe.
• For the next generation of athletes in the 14- to 19-year-old age group, the firm is focused
on targeting and improving its brand. Adidas thinks this target audience is the world's most
successful customer group.
GEOGRAPHIC
SEGMENTATION
States, cities
Regions, countries
Adidas has operated in urban
as well as semi urban cities of
India.
PSYCHOGRAPHIC
SEGMENTATION
Goal achievers
Hardworking athletes
BEHAVIORAL SEGMENTATION
Athletes
Sports Lovers
Gym goers
Brand Freaks
DEMOGRAPHIC
SEGMENTATION
Age group- 14-29
Social Class- Upper middle,
upper class, lower upper.
Gender- Both male and
female
Market
Segmentation
Of
Adidas

5. Target Market For Reebok
• Reebok has segmented its product range according to the age of consumers, but the main
focus is on the 21-30 age group. It has a product range for both the lower income
community and high end consumers as it caters to both the middle class and the affluent
class and provides both mid-priced and luxury goods.
• For both men and women, they have a large selection of products, which notes that it
focuses on products that are commonly used by both genders.
• It focuses on children in the 3-7 age group and children in the 7-12 age class. They are
working in the adult segment to reach more in the 21-25 age range, which they feel has the
greatest potential.
Market
Segmentation
Of
Reebok
GEOGRAPHIC
SEGMENTATION
States and cities
Region and country
Reebok has its presence in
Tier 2 as well as Metro cities
in India.
PSYCHOGRAPHIC
SEGMENTATION
People with distinct qualities that
make people who they are.
People with their own individual
style.
People with remarkable talents
and accomplishment.
Customers segmented by loyalty
BEHAVIORAL
SEGMENTATION
Runners
Basketball Players
More central focus on tough
social fitness space.
Training purpose.
DEMOGRAPHIC
SEGMENTATION
People in the age group of 7-
30
Caters to wealthy class as
well as middle class people.
Focuses on both male as well
as females.

6. Paid Media Of Adidas
Paid Media Of Reebok
Athlete and Sportsperson who are sponsored by Reebok.
Athlete and Sportsperson who are sponsored by Adidas.

7. Owned Media Of Adidas Owned Media Of Reebok

8. Earned Media Of Adidas Earned Media Of Reebok
#adidasrunning
#ultraboost
#daretocreate
#readyforsports
#adidasparley
#adidasoriginals
#reebokperformance
#reebokcrossfitgames
#nanoforall
#solefury

9. SEO AND SEM OF ADIDAS & REEBOK

10. Adidas Website
Reebok Website
SEO Ranking/Score

11. Paid Social Media Of Adidas
• Pay social media is paying for social
network users to view advertisements
or supported posts.
• In the case of Adidas, the partnership
between Kanye West and Adidas and
coming up with the Yeezy sneakers will
be the paying social media here.
• A buzz was built around this high-
profile relationship. Collabs from
Pharrell Williams to Stella McCartney
are also available.
Paid Social Media Of Reebok

12. Social Organic Media Of Adidas
Social media is not simply a one way
marketing tool for Adidas but also a way for
fans and consumers to show their appreciation.
Here we see some of the social organic media
of Adidas.
Social Organic Media Of Reebok
Reeboks social organic media includes
posts posted by some of its customers
without paid promotion.

13. Keyword research is a practice search engine
optimization professionals use to find and research search
terms that users enter into search engines when looking
for products, services or general information
Keyword
Analysis

14. Keyword Analysis
• Google- Keywords
• Instagram- Hash tags
• YouTube- Video tags

15. Adidas Campaigns
#hometeam
#hometeamhero challenge

16. #ChangeIsATeamSport

17. Reebok Campaigns
#PERMISSIONTOPAUSE

18. #ReebokLOVE

19. Adidas Keywords Reebok Keywords
Keywords Search Volume Google Search volume YouTube
Impossible is nothing 26,083 5378
Adidas Superstar 673,269 4332
Adidas Ultra boost 489,599 2046
Parley for the oceans 2430 -
Adidas here to create 157 -
Keywords Search Volume Google Search Volume YouTube
REEBOK CROSSFIT 64,972 80
REEBOK CLASSIC 278,068 123
REEBOK 281,362 17
I am what I am
3950 38
Reebok be more human
300 -

20. Adidas
Website
Reebok
Website
SEO Keyword Ranking

21. Findings Of The
Analysis
Both brands concentrate mainly
on socially important issues, such
as the #hometeam challenge
Adidas came up with during the
coronavirus pandemic and advised
people to stay home through their
campaign. Adidas also developed
the #ChangeIsATeamSport
campaign that clarified the
importance of the plastic
contamination that is happening
and made people aware of plastic
damage.
Reebok also concentrated on a socially
relevant campaign like the #
PERMISSIONTOPAUSE campaign that told
people to take a break from work and hit the
chill button. They emphasized the fact that
while individuals can not control their lives,
they can control themselves. Reebok's other
campaign was ReebokLOVE. The campaign
demonstrated support for all of the main
personnel on the frontline of the coronavirus
pandemic. It was more of a way of
demonstrating that these frontline
employees are grateful to individuals.
Many of the emotional keywords
have been used by both,
showing that they do anything
for humanity and give it back to
humanity.
0 1 0 2 0 3

22. SERP Analysis
• Meta data
• Optimize the image
• Make sure that the site is readable
• Optimize your site for mobile devices
SERP Ranking
Improvement suggestion

23. Off Page
Optimization
Some of the methods of off
page optimization are
In order to boost its role in the search
ranking, off-page optimization applies to
all steps that can be taken beyond the
real website. These are measures which
help to build as many back links
(incoming links) of high quality as
possible.

24. Articles
Here are some of the articles of
Adidas which are published
Some of the articles of Reebok
which are published

25. Press Releases made by Adidas Press Releases made by Reebok

26. Posts Made by celebrities in partnership with Adidas
Posts Made By Celebrities In Partnership With Reebok

27. Pinterest of Adidas Pinterest of Reebok

28. Adidas & Reebok
Website Comparison
Comparison based on:
• No. of visits
• Avg. visit duration
• Pages per visit
• Bounce Rate
• Traffic source
• Site speed

31. Google My Business Account
Adidas Reebok

32. Google My Business Account
Adidas Reebok

33. Adidas & Reebok Social Media Comparison
Social Media Accounts Adidas Reebok
Instagram 25.9 Million 2.4 Million
Twitter 3.8 Million 7.13 Lac
Facebook 37 Million 10 Million
YouTube 9.13 Lac Subscribers 1.59 Lac Subscribers
Social Media Presence

34. Twitter
Facebook LinkedIn
YouTube
Instagram
Adidas
• Adidas has 37,553 employees and 18 lakh followers on
LinkedIn
• Adidas mainly focus on social factors
• They are more inbound towards the cultural aspect
Reebok
• Reebok has 3,636 employees and 2.8 lakh followers on
LinkedIn
• Reebok mainly focus on Physical & Mental Health
• They also focus on sustainability aspect
Adidas
• Adidas has 37m followers on Facebook
• Adidas is not very active on Facebook
• Adidas have collaborated with many athletes and posts
about their paid partnership and events
Reebok
• Reebok has 10m followers on Facebook
• Reebok is not active on Facebook since 2018
• Reebok posts mainly on their physical fitness
Adidas
• Adidas has 25.9m followers on Instagram
• Adidas posts daily on Instagram
• Adidas focus on every aspects (social concern,
campaign, product launch)
Reebok
• Reebok has 2.4m followers on Instagram
• Reebok posts weekly on Instagram
• Reebok mainly focus on their products
Adidas
• Adidas has 3.8m followers on Twitter
• They mostly tweet on the current social issues
prevailing in the world
• Adidas uses more hashtags
Reebok
• Reebok has 7.13 lakh followers on Twitter
• They tweet related to their products
• Reebok as compare to Adidas uses less hashtags
Adidas
• Adidas has 9.13 lakh subscribers on YouTube
• Adidas has different featured channels
Reebok
• Reebok has 1.59 lakh subscribers on YouTube
• Reebok has no featured channels but they have Reebok
Friends and Family tag

35. Social Media Campaign Of Adidas
It is a campaign conducted by Adidas and an environmental
group, Parley for the oceans, which tackles the environmental
threat to the ocean by ocean plastic pollution. Adidas parley
footwear and products are completely made of recycled
plastic. The goal was to help decrease the amount of plastic
that ends up in the ocean. In the development of the Adidas
Parley, Adidas wanted to use recycled plastic as they felt there
were many possible uses for its use and it would also act as
part of a solution to the issue of ocean plastic. This marked the
beginning of Adidas' long-term effort to remove new plastic
forms from its supply chain and extend the plastic cultivation
to more athletic product lines.
With the launch of the Adidas x Parley Real Madrid, Bayern
Munich, Manchester United jersey partnership, Adidas has
collaborated with Parley to develop value football items.
The target audience for this particular campaign were
sports enthusiasts as the Ultra boost x Parley shoe which
was developed was for professional runners, and also the
jerseys and merchandise they developed were mostly in
collaborations with football clubs as mentioned above.
“PARLEY FOR THE OCEAN”

36. • Social media started with the Adidas She Breaks Barriers campaign. Using the #CreatorsUnite
hashtags, Adidas asked athletes about their challenges. The response helped form the Barriers of She
Breaks. A number of collaborations with 3 focus areas have been introduced by Adidas.
1. The aim of providing access
2. Eliminating stereotypes
3. Tackling discrimination at all levels and ages for female athletes. Partners include the Women's
National Football Conference at the Arizona State University Global Institute, Pharrell. Adidas is now
working with Twitter to live stream sports for women in high school.
• The target audience here was primarily females in the 14-21 age group.
• The project is an attempt to involve young women to give them the self-belief to take on the world.
The movement has its roots in the understanding that they would not necessarily cultivate an
inclination to try it if they did not see they in sport.
• Three strong and leading national icons are presented by She Breaks Barriers-Sprinter Hima Das,
Heptathlete Swapna Barman & Boxer Nikhat Zareen and delivers the message that every woman has
the potential to accomplish her dreams, no matter how high, and that no obstacle is overwhelming
enough to hold them back.
“SHE BREAKS BARRIERS”

37. Social Media Campaign Of Reebok
• Reebok honours powerful women who, in specific ways, have made important
changes in the world. His new Be More Human campaign stars Gal Gadot,
Ariana Grande, Gigi Hadid and others (hashtag #bemorehuman). The goal here
was to empower individuals to "be physically , mentally, and socially the best
possible version of themselves.“
• In order to become their best selves, each woman shares their personal story
of overcoming barriers. They will also be featured alongside prominent women
who have founded organizations that inspire and make history for women.
• Women were the target audience for this campaign, as Reebok emphasized
that women form a significant but mostly overlooked market for sports
retailers so far.
“BE MORE HUMAN”

38. • Reebok has launched a campaign that mixes its performance and fashion sides
for the first time that promotes both fashion and sport. With this campaign,
they broke convention and offering an alternative point of view on sport and
life.
• The cornerstone of the campaign was the rich film content. After ‘Storm the
Court,’ Reebok introduced ‘Back Where We Started,’ which takes a trip back in
time, and features one of Reebok’s classic franchise model. With this
campaign, they showed another side of Reebok. A side the consumer hasn’t
seen in quite some time.
• The target audience for this campaign were majorly youths in their 20s, young
people who love to be active, love to be stylish. They want to mix it up and call
their own shots. They want to do – and wear – what’s unexpected. And, most
importantly, they want to be entertained – and this campaign certainly delivers
on that.
“SPORT THE UNEXPECTED”

39. Organic Posting
Organic posts refers to the free content (posts, photos, video,
memes, Stories, etc.) that all users, including businesses and
brands, share with each other on their feeds.
Organic social media is the foundation of every digital
marketing strategy today is because it’s the best way to nurture a
connection with your customers at scale. They help to -
• establish their personality and voice
• build relationships by sharing informative, entertaining, and/or
inspiring content
• engage customers at every stage of their buying journey
• support their customers with customer service

40. Organic Posts of Adidas
“Ultra Boost 19 wasn’t built in a day”
• Objective of this post was to create a hype about the product and
create a sense of excitement and grab the attention of the customer
• Target customer here were athletes, runners and casual walkers,
and gym goers who want comfort while working out.
• Main message here was to was to make aware about the Ultra
boost shoes and what all features it provides. Also it serves as a
product promotion post.

41. “Wear It. Wash It. Wear It Again”
• Objective of this post was to let the customer know the protection
which a mask provides.
• Target audience here would be all the people of various age groups
and across various demographics.
• Impact here was that it created a sense of awareness among the
customer and told them the importance of wearing a mask.

42. “Stan Smith x Stan Smith”
• Objective of this post was to pay a tribute and homage to Stan
Smith a legendary tennis player and also Stan Smith who was a
legendary fictional character of American Dad a Tv show.
• Target audience here were people who are into tennis and people
who watched the show American Dad.
• Impact here was that there was a sense in change of fashion trends
as a it was portrayed that a tennis inspired type of shoe could be
worn casually also.

43. “AdidasGMR Play Connected”
Made by adidas, powered by Jacquard™ by Google and gamified
through EA Sports™ FIFA Mobile, the adidas GMR creates a brand-new
category of football innovation that enables players
to impact virtual performance with real-world play.
• The objective here in this post was to enable people to impact their
game through real world play and complete challenges on the street
or pitch.
• Target customer here were majorly people playing football and those
involved with football.
• Impact here was that it promoted that people go out and play on the
field instead of playing video games at home.

44. Organic Posts of Reebok
“Reebok x Tom And Jerry”
• The objective of this post was to make the customer aware about
the new collection and promote the new collection.
• The target customer here were mainly kids and youth and people
who loved the show Tom and Jerry.
• The impact this post created was that it created a sense of
excitement among the cartoon fanatics and instantly caught peoples
attention.

45. “90s Never Left”
• The objective of this post was to make an awareness about the
availability of the product on their website and in store. Also it
served as a new product promotion.
• The target customer here were mostly people in the age group of 21-
33 the people born in the 90s.
• The impact this post created was that it brought a sense of nostalgia
among the target customer by bringing in the retro style and
reminding them of the 90s.

46. “Feel the Floatride”
• The objective of this post was promotion of the new product and let
the customer know that this is a multi purpose shoe that can be
worn as a casual street wear shoe and also as a shoe for off trail
adventure or trek.
• The target audience here were people who went more on treks and
people who wanted a good daily wear casual street wear shoes with
great comfort.
• The impact this post created was that it instantly caught the
customers attention as they got to know about a multi purpose shoe
which was a great value for money as it could be used across
multiple occasions.

47. “Do your Part”
• The objective of this post was to let the customer know the
importance of washing hands and what it does in fighting Covid.
• The target audience here were each and every individual of various
age groups.
• The impact this post created was it made people aware of the
importance of washing hands and created a sense of awareness
among the people.

48. Other Possible Digital Marketing Practices
Voice search
Voice search using smart phones with voice assistants and smart speakers is going to continue
to grow, as it is an upcoming trend in digital marketing. With the number of voice users
increasing each year, the number using voice to shop will likely continue to rise.
Video Marketing
Video marketing is any type of video you record and post with the intention of moving you
towards business goals. And it doesn’t just happen on YouTube. Social media platforms like
Facebook, Twitter, Instagram, Snapchat, and maybe even TikTok are also great places for
video marketing content.
Micro Moments
Micro-moments are intent-rich moments when a person heads to a device to act on a need to
know, to go, to do, or to buy. Micro-moments are important because everyone wants to have
their needs met. Consumers are drawn to brands that can meet their needs quickly. Google
illustrates these micro-moments for us:
Social Commerce and shoppable Posts
No digital marketing best practices post would be complete without mention of social
commerce. We already know that a strong social media marketing strategy is important for
driving traffic to site, building brand recognition, building community, and building brand
loyalty. In fact, 72% of Instagram users have purchased a product on the app. That’s massive.

49. Conclusion
Digital Marketing has evolved to be a necessity from a need,
and it is unavoidable for both the brands in the current
market scenario. New technologies in digital marketing has
moved a great deal. The market approach has also evolved
with the rise of new technology. Digital marketing has a
number of advancement and improvements in its strategy.
Digital marketing is a perfect way to interact if the primary
goal is to reach vast numbers of people. Marketing in social
media has revolutionized marketing behavior.
Both Adidas and Reebok are doing pretty well in the
space of digital marketing although Adidas pips Reebok
slightly as we can see from the number of followers across
various social media platforms. Reebok is slowly but steadily
picking up pace in the digital market as they understood its
vast reach and importance of it. Both are doing exceptionally
great to create brand awareness, promote products, to
attract customers and to promote new launches.
Some suggestions to Improve Digital Marketing Strategy are-
1. Focus on conversion and not just the leads.
2. Set the stage for long term values.
3. Create the ultimate buying journey for the customers.
4. Measure the content reach.
5. Track the social channels.
6. Make changes to the technology as and when its required.
7. Create an easy user interface of website so its easy for customers to browse
with ease, and shop.