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Marketing Communication of Adidas - Essay Example

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Marketing Communication of Adidas

The firm that is analyzed in the paper is Adidas. Created in 1925 by Adolf ‘Adi’ Dassler, Adidas has dominated the sports apparel and footwear market for over 80 years. Adidas started off as a sports footwear company that designed special shoes for athletes, however, over the years Adidas expanded into sports goods as well. After its success in Germany Adidas expanded to the United States in 1968, and captured the American market in a matter of few years. Adidas’ success worldwide can be attributed not only to its unmatched quality and innovation but also to its marketing strategies. Being a premier sports brand, Adidas has been prominent in the sports world at all levels which has been a huge success factor for the brand. The broad product offering of Adidas has enabled it to capture a global market for itself; the product categories include Football, Basketball, Running, Training and Outdoor sports. Customization and innovation are key growth drivers for the brand. Adidas is identified with performance and in order to uphold that brand image it serves its consumers five performance benefits through its products which are designed to be faster, stronger, smarter, cooler and natural. Marketing communication plays a pivotal role when it comes to establishing brand name, loyalty and engaging consumers. The marketing communication of Adidas seeks to achieve three main objectives: creating brand awareness, identifying a need that the brand or product fulfills and finally encouraging action from the audience. It achieves these by employing seamless marketing and communication leadership strategies, rendering authenticity through strategic partnerships and extending brand reach through endorsements and partnerships. A very important growth driver is the brand’s history with athletes and Global sports which has not only created a favorable brand image but also brand awareness and loyalty in the Global arena. Endorsements and sponsorships have been the central marketing communication tool of Adidas. By virtue of its nature, the brand has the power to dominate the world of sports through strategic partnerships and celebrity endorsements. The most crucial perhaps, have been endorsements by athletes such as Ian Thorpe, Andre Agassi, Kaka, Zidane, David Beckham et al who embody the brand image and product philosophy and consequently create very favorable attitudes in consumers towards the brand. The brand is, therefore, not only preferred by athletes across the world but also by ordinary consumers who have a passion for sports and who idolize those athletes. Another marketing tool of the brand is associating the brand philosophy to tangible outcomes. This not only renders legitimacy to the brand but also sensationalizes it and therefore leaves a very far reaching impact by creating a brand appeal that is second to none. The ‘golden ball’ for instance was the official football for FIFA World Cup 2006. The brand’s association with major sporting events, leagues, clubs and sports associations as partner, sponsor and licensee has also been a central pillar in propping its marketing communication. Among many such associations some mention worthy partnerships and sponsorships include; the ...Show more


This research begins with the statement that in today’s competitive market, survival of brands is a challenge to firms as they fight to keep their market share and retain customers. Marketing communication aims to engage consumers by creating brand loyalty, awareness and favorable attitudes towards the brand…
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Marketing Communication of Adidas essay example
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