The following video is an example of a recent Adidas campaign that was launched to pay tribute to the GB Olympic team medallists in London 2012. With special dedication to Berklee Tangible Assets’ group members mates. Enjoy it!
In my opinion, Adidas seems to be more oriented to music than Nike does, the German company is indeed using music as a strategic branding tool in order to reach and engage with its audience. We could argue that Nike is already a well-established brand and perhaps does not need to do much effort in terms of looking for new consumers, but Adidas appear to be better connected with today’s society. Likewise, it has successfully adopted a kind of suburban and authentic image that is well appreciated by the public.
Artist partnership and event sponsorship:
On March 2011, Adidas launched its “All in” campaign. The pop icon Katy Perry and DJ Baby G were chosen new Adidas ambassadors. With such associations the brand aimed to target young music lovers as well as active women.
Here is the link: http://www.youtube.com/watch?v=NIsvor0ID_U
Other artists appeared in a new spot launched in July 2012, under Adidas Originals label. Nicki Minaj, Big Sean, 2NE1 and Kids these days, together with the eccentric designer Jeremy Scott featured in such spot.
Here is the link: http://www.youtube.com/watch?v=OAb6vgjHNY8
Have a look at the new Christmas campaign in which Snoop Dogg remakes the classic tale of Ebenezer Scrooge. Again another example of artist and brand partnership.
And finally, check this out, Steve Aoki is also “all in”!
After watching such videos, I think it is quite obvious that Adidas is really making an important effort to integrate music into its brand personality and thus trying to be perceived as one of the coolest sports brands.
Furthermore, the company was also an official sponsor of Sonar 2012 edition.
NEO – How to target teen consumers:
A recent partnership with Justin Bieber and Selena Gomez has been a good strategy to launch NEO, the new Adidas’ label.
NEO is a new brand, new in concept and new in spirit that wants to be a referent within young consumers. From a brand marketing perspective Justin and Selena are a perfect global style icons, and due to their deep connections with fans via social media platforms they could attract valuable potential consumers.
Both Justin and Selena are also designing some NEO products and the young brand has become the new official sponsor of the Canadian singer’s Believe World Tour 2012/2013.
Activation events and direct to fan initiatives:
Additionally, since the brand knows how important is to create a total and unique experience, is now offering a bunch of new possibilities to their followers:
First of all, consumers had the opportunity to win tickets to an exclusive event that was held in London’s Scala nightclub on the 2nd of May, 2011.
Together with MTV the company was also recruiting people considered passionate about music to become an Adidas’ reporter.
And finally, surfers could also were given the opportunity to hang out with one of their favorite British artists, spending a day in the studio with Plan B, attending a secret gig with the Enemy, DJing with Caspa or getting Example round to their place.
There is no doubt that Adidas rocks!