Top brands in the athletic industry have always had an edge. Especially when it comes to creating their marketing strategies. After all, a competitive marketing strategy is ideal to reach their target audience, made up of professional and non-professional athletes. Therefore, it is wise for businesses to reflect on the solid marketing tactics of major sports brands like Adidas.
What All Advertising Professionals Should Know About the Adidas Marketing Strategy
It all started when Adidas created a five-year marketing strategy called “Creating the New.” With this campaign, they identified themselves as a digital company. Furthermore, they put their focus on adding more digitalization to their approach to marketing. Adidas wanted to be the best sporting apparel brand in the world. To achieve this goal, they took advantage of the latest advancements in modern technology. Also, they invested the majority of their budget in social media marketing campaigns and other forms of digital advertising.
Here are a few aspects of Adidas’ marketing strategy that all brands can learn from.
Using Their Marketing Strategy to Build a Close Relationship with Their Audience
Adidas interacts with its customers. This creates a solid connection to keep them coming back for future purchases. The brand works to create excitement and enthusiasm around the world of sports on a personal and relatable level. They use multiple outlets, including social and retail, to converse with their customers. Likewise, Adidas strives to be everywhere its target audience is to deliver a unified and unique experience for all.
They Make Use of Strategic Cities
Six major cities throughout the world help shape the trends, perceptions, and buying decisions for Adidas’ target audience. These are Los Angeles, London, Shanghai, New York, Tokyo, and Paris. Adidas’ primary focus in the UK is selling soccer products. Meanwhile, in New York or L.A., their main product focus is basketball or baseball. If your brand sells products worldwide, you should determine which items sell better in what specific area. As well as to ensure that your marketing strategy meets the needs of consumers worldwide.
Why Collaborations Work Well with Athleticwear
Collaborating with professional athletes and major technology companies has helped Adidas enhance its creativity. This is with both its branding and marketing approach. Their consistent, collaborative marketing strategies have helped the brand create a stronger connection with its customers. Therefore, Adidas can drive consistency with its messages across all its campaigns by creating a close collaboration with professional athletes.
Not only does Adidas collaborate with professional athletes, but they also partner with other celebrities. These partnerships include major music and fashion artists. As a result, Adidas creates must-have designs that reach out to more than just sports fanatics.
When Adidas partnered with Kanye West to create Yeezy, it became one of the fastest-growing footwear lines in the industry. In fact, in 2019, the Yeezy footwear line was valued at one billion dollars. Collaborations like this have allowed Adidas to branch out and reach consumers who may not be sports fans.
This doesn’t dismiss the lasting power of footwear brand partnerships with prominent athletes. People still want sneakers that are the same style as what their favorite NBA superstar wears. Currently, NBA players signed with Adidas include Josh Smith, Andrew Wiggins, Eric Gordon, Brandon Knight, and Jeremy Lin.
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