For the last several years, Adidas has been operating under the “Impossible is Nothing” campaign. Using stories from athletic superstars overcoming adversity as a base for proving that what one person perceives as impossible is actually nothing. On the Impossible is Nothing website, you can view the stories, artwork, videos, and products from the athletes in addition to writing and posting your own story.
Recently, Adidas has come out with a new global campaign called “All In”. They have put all of their lines and sub-brands into one big campaign, trying to give the public the most diverse and all-inclusive image of the Adidas brand. Advertising in every mix from sports to music to fashion they are including stars such as B.o.B, Katy Perry, Derrick Rose, Dwight Howard, Lionel Messi, and David Beckham.
In addition to these campaigns that actively work to reach a wide range of consumers and styles that appeal to everyone, Adidas also trys to compete in the industry by sponsoring big athletic events. They are the official sponsor of the World Cup and several worldwide marathons, as well as the official outfitter of the NBA All-Star game and MLS teams. Adidas also partners with the International Handball Federation, International Association of Athletics Federations, and the French Open.
Personally, I'm a big fan of Adidas and have been for years. I think their influence in the soccer world is unparalleled and the use of big name athletes like David Beckham and Lionel Messi and the sponsorship of the most watched tournaments on television certainly help. I think Adidas is doing a great job by keeping focus on what they do best and making sure to advertise those points to the public.
-Kelsey
Adidas has done an awesome job linking their name to big stars and tournaments such as World Cup.
ReplyDeleteAgreed! Very focused on athletics and I think it shows in the popularity of the brand. Thanks for the comment!
ReplyDeleteI like the second commercial you posted. I've seen it before and it's quite funny. However, I'm curious about the new ad campaign 'all in'. Have you found any results of this new campaign? The ad is creating excitement but I wonder if Adidas is loosing track by merging all audiences in one single ad campaign. What do you think?
ReplyDeleteI haven't found any results, but I do think that it was an incredibly bold move for Adidas to make. I almost think it can go the other way-making the brand less exclusive by integrating everything into one campaign. Then again, the commercial mostly featured athletes.
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