Adidas All-Star Week Campaign


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  • Adidas All-Star Week Campaign

    1. 1. Adidas All- Star Week Campaign<br />“Nothing is Impossible”<br />
    2. 2. Objectives<br />Reinforce the association of the Adidas brand with basketball fanatics between the ages of 14- 24 <br />Present Adidas products as premium and essential to success in basketball<br />Gain publicity for the Adidas NBA athlete spokesman<br />To celebrate Adidas brand at NBA All-Star Week<br />
    3. 3. Target Insight<br />Generation Y (Ages 14-24)<br />Technologically savvy<br />9 out of 10 Generation Y-ers own a PC and 82% own a cell phone<br />They are more independent since the rate of both parents working increased<br />According to USA Today, the generation experienced crisis- such as Enron and 9-11. <br />This contributed to being more financially conscious and skeptical of authority<br />
    4. 4. Community Outreach<br />Adidas’ High School Basketball Team of the Year Event<br />The Contest : Submit a tape explaining why their school basketball team is the best and deserves to be the Adidas High School Team of the Year. <br />The Prize: Adidas athletic gear, a day of training for both coach and team by the NBA players<br />
    5. 5. Community Outreach<br />“Kids Who Dunk”<br />Partner with the local Phoenix Convention Center to create a dunk contest for kids<br />Prize:The winner receives the Official Adidas Gear package; signed pair of the autographed sneaker, an Adidas jersey, and a day with the respective spokesman. <br />Promotion Value: The event an post interview with the winner will be posted on Sports Illustrated Kids.<br />
    6. 6. The Official Adidas Gear<br />Giveaways that will create Word-of-Mouth and last beyond the Phoenix Event<br />“Impossible is Nothing” Keychains<br />Branded sweat bands <br />Brand Stickers<br />Adidas Ad posters<br />Figurines of Adidas athlete spokesmen  <br />Pens- Used as a gorilla marketing tool by both athletes & non-athletes <br />Laces- Used as a motivation for purchasing Adidas sneakers. <br />
    7. 7. Media Promotion<br />Mini-Series- “Training NBA Players”<br />Series will showcase what it takes to be an NBA player.<br />embodying the Adidas slogan- “Impossible is Nothing.”<br />Reality Show- “Street Ball -vs-the NBA”<br />series about NBA athletes touring to areas where street ball is a prominent game and playing against the local teams.<br />Website Event: Giving Fantasy Basketball<br />Collaborate with to allow people to give winnings to the charity of their choice<br /> $500 in which Adidas will double the amount<br />$1,000- Adidas will triple <br />$2,000- Adidas will quadruple<br />Mobile Event: Text to Dress Dwight Howard<br />A large image of Dwight with just basketball shorts placed in proximity to NBA and ADIDAS<br />Customers can text to receive a video of Dwight dunking with the Adidas gear they chose from the Adidas website<br />
    8. 8. Product Promotion<br />Design Your Jersey<br />For a limited time, all Adidas and NBA stores will offer the opportunity to customize their own Adidas jersey. <br />The Sneaker Box<br />- Introduce the TS commander sneaker as an exclusive, limited-time product pairing. Combine both products and reveal a full image of the respective basketball spokesman dunking.<br />
    9. 9. Budget<br />
    10. 10. Questions??<br />