ADIDAS DIGITAL MARKETING
STRATEGY & CAMPAIGNS 2023
INTRODUCTION
The year 2023 has arrived, and so far, German sportswear company Adidas has enjoyed a prosperous and profitable year.
The company's net profit climbed by 20% and above analysts' projections in the second quarter. Adidas' straightforward approach to digital marketing is what makes it successful.
According to our colleagues at Digital Agency Network, the corporation hopes to defeat its primary rival, Nike, by successfully implementing this plan.
The brand's e-commerce channel is its fastestgrowing source of revenue, and all production procedures are fully automated using digital technology.
As a result of the digital transition, Adidas' business practices must also change.
Technology enables the business to have more direct interactions with its clients. However, let's examine what you should do in detail.
BRIEFHISTORYOF ADIDAS
Adidas is a global leader in the sports goods sector, providing a variety of apparel, footwear, and accessories. Today, sportswear is worn in all parts of life in addition to the gym.
Their designs complement the more relaxed lifestyle of today's consumers by putting an emphasis on comfort and performance.
Athletic-inspired fashion is obviously not just for athletes any longer; it is worn by regular people at work, play, and recreation.
Adidas has been able to significantly profit from this occurrence, and its brand awareness is based on innovation in fashion and sporting trends.
Adidas has been associated with the sports sector ever since its founder Adolf Dassler founded the company in Germany in 1949.
Adidas is one of the biggest sports brands in the world today and a publicly traded firm on a worldwide scale. It is a family-owned company, and markets all over the world recognize its three-stripe emblem.
The brand offers a wide variety of products, from cutting-edge sports footwear and apparel to accessories including backpacks, watches, eyeglasses, and other gear and accessories for sports.
The Adidas Group, which employs over 46,000 people globally, comprises around 170 businesses, including Reebok, TaylorMade-Adidas Golf, Rockport, and CCM-Hockey.
ADIDASMARKETING STRATEGY
Since its foundation more than 90 years ago, Adidas has dominated the sportswear market. The company has always been linked to performance, whether it be on the court, in the gym, or on the field.
Adidas excels in a little-known area as well: its amazing data-driven culture. Adidas relies on data to guide business choices and produce results that can be independently verified.
The market leader in clothing, footwear, and sportswear, Adidas (impossible is nothing), is revolutionizing manufacturing and retail with a range of custom designs and a digital strategy as a marketing approach that places customers at the core of strategy as a fundamental part of everything the company does. performs in the value-generation processes it uses.
DIGITALMARKETING
According to Digital Agency Network, Adidas' fiveyear plan, "Creating the New," debuted in 2015.
Adidas, a corporation that describes itself as digital, aspires to be the top sportswear company in the world. What resources do you employ to accomplish this goal?
A crucial component of Adidas' current marketing approach is digitization. He uses the word "the best" to describe the method he uses to create and market the world's top athletic goods.
Yes, in direct conflict with a formidable adversary like Nike. Adidas invests 90% of its marketing spending on digital initiatives and social media, as was mentioned in the original article.
Adidas currently has one of its fastest-growing income channels as its own eCommerce store.
Today, maintaining a solid digital marketing plan is even more crucial for attracting the younger demographic, which is increasingly online. Its social media posts encourage action, inspiration, sustainability, and a contemporary mindset.
Adidas underwent a digital transition to become a digital corporation in order to accomplish this.
According to MarketingWeek's digital study of the brand, the corporation now spends the majority of its marketing expenditure on social media and digital efforts.
SPEED
One of the key components of Adidas' digital marketing strategy is high-speed production.
At the Speedfactory in Ansbach, production processes were automated using robotics and 3D printing technology.
One effective illustration of the company's cuttingedge technology is its line of Futurecraft 4D shoes, which are made using light and oxygen.
The goal of the production process is to provide every athlete with the most cutting-edge and individualized running shoes.
The athletic goods company makes an effort to satisfy the strong demand. Innovative and collaborative items are always available for clients to purchase.
CUSTOMER RELATIONSHIPS
Adidas makes an effort to engage with customers and offers tailored experiences. In other words, Adidas encourages a personal sense of passion and excitement for athletics.
The brand uses every touchpoint, including social, mobile, and retail, to engage with customers and deliver a memorable and intimate experience. Adidas aims to be everywhere its customers are by using insights from digital analysis. To satisfy the audience's demands, Engine Digital worked with the Adidas Digital Future Team. The firm was charged with developing a complete customer experience that enables the sales team to influence the purchase decision through linked devices and data visualization.
OPEN-SOURCE INNOVATIONSAND COLLABORATIONS
Adidas invites everyone—players, fans, and partners —to help influence the direction of sports and sports culture.
To satisfy the needs of the modern world and the common future, they concentrate on offering distinctive and practical items to the market as a whole.
Adidas's cooperation with Parley for the Oceans, which produced three new UltraBoost models from ocean plastic trash, is a fantastic example of such inventive collaborations.
STRATEGICCITIES
Adidas's marketing strategy has a strategic emphasis on six cities: London, Los Angeles, New York, Paris, Shanghai, and Tokyo.
These locations influence customer perceptions, trends, and purchasing decisions.
Adidas invests more in the marketing of its goods in these nations, but it tailors the goods to be promoted for each nation's culture and market needs. For instance, they concentrate on selling soccerrelated goods in Europe, while the US is a crucial market for other divisions like basketball and baseball.
PORTFOLIO
The corporation regularly reviews its portfolio, putting a particular emphasis on its two key brands, Adidas and Reebok.
As an illustration, Adidas repositioned Reebok for greater profitability in 2018.
In order to appeal to more women, Reebok collaborates with powerful female designers like Victoria Beckham and social activists like Ariana Grande and Gigi Hadid.
TOPMARKETING CAMPAIGNSOF ADIDAS
IMPOSSIBLEIS NOTHING
Since 2004, Adidas has emphasized "the attitude Adidas shares with athletes around the world - the desire to push yourself further, to surpass limits, and to break new ground" with this phrase.
The adage "Impossible is nothing" began to take on a broader, more inclusive meaning in 2022. This time, female athletes have been featured in Adidas' "Impossible is Nothing" campaign to encourage all women to "keep making the impossible possible every day."
Adidas shows that it can keep up with the changing world of new generations seeking equality by using this ad to convey the tales of female athletes who are paving their own pathways to success despite gender apartheid.
TAKETHEDEAL,DARE TOCREATE
This campaign, which was started in 2019, intends to push the limits of creativity, motivate individuals to express themselves boldly via their appearance and encourage them to forge their own pathways.
A varied set of athletes from many cultures are featured in the "Take the deal, dare to create" ad because they dare to defy convention and develop their own style.
This campaign's message is that you can make something unique by taking risks and being courageous. Adidas suggests that its athletic wear is the result of creativity at the greatest level possible and that it is constantly prepared to travel with you on your quest to discover your true self and express it via your clothing.
WHENFOOTBALLIS EVERYTHING, IMPOSSIBLEISNOTHING
Adidas' fresh take on their old catchphrase, "When football is everything, impossible is nothing," added to the enthusiasm around the FIFA World Cup 2022. In this ad, Adidas represents reunification and cozy sensations.
The focus on a family reunion in this campaign, according to Adidas' Director of Global Brand Communications Lucio Dalla Gasperinathe, "demonstrates that everyone gets together for the love of football; even the superstars reunite for such precious events." Adidas, therefore, uses the power of technology to connect itself with the good old days and evokes a sense of nostalgia in the viewer.
CONCLUSION
To wrap it up, we believe that you have all the answers you came looking for when you clicked to read this blog. Get in touch with us right away if you have any more queries on the topic. Net Content Digital Marketing Company is a one-stop solution for many entrepreneurs seeking to grow their business online. Connect with us to reap amazing online results within budget.
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