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Contents

4-5 What is a Brand?

12-13 Product Range

6-7 Marketing & Communication

8-10 Target Customer

14-15 Adidas Originals Marketing Communication Strategy

16-17 Futures Campaign Overview

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11 Brand Identity

18-33 Promotional Tools


33-34 Analysis of IMC application

36-39 IMC Campaign Introduction

40-41 Theme and Message

42-45 Colour and Design

Strength 46-50 Target Customer, Aims and Objectives, Budget and Timeline

51-67 Promotional Tools

68-70 Timetable of Activites and Rationale 3

71-77 Appendix and Reference List


What is a brand? The term ‘brand’ is widely used but commonly misunderstood and can be difficult to define. The Chartered Institute of Marketing define a brand as, “the sum of the tangible (products, brand name and logo) and intangible benefits (Reputation, Loyalty, Symbolism), provided by a product or service and encompasses the entire customer experience” (Posner, 2011). As this definition suggests, a brand is more than just the sum of its parts, it is created out of a unique mix of both tangible and intangible elements, which consumers ascribe to the brand. It has been argued that a brand is, “something that exists in your head” (Posner, 2011) as brands evoke emotions and associations with customers, which they create their own opinions on, either positive or negative. According to Harriet Posner, a brand must have differences in both products and customer experience, in order for the customer to be aware of the brands existence, needs and aspirations.

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Marketing Communications and Integrated Marketing Communications Marketing communication is an integral part of building and maintaining shareholder and stakeholder relationships within a brand. It can be defined as, “all the messages and media you deploy to communicate with the market” (MaRS, 2013). It includes marketing tools such as branding, packaging, direct marketing and printed media. Marketing communications have two objectives, one to sustain demand and the other to shorten the sales cycle. Objectively, IMC is the fusion of marketing communications within a marketing campaign. Since the early 1990’s, many definitions of IMC have emerged. Thomas Duncan defined IMC as,

“a process for managing the customer relationships that drive brand value. More specifically, it is a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders” (Reid et al, 2005). It has been said that Integrated Marketing Communications is, “a philosophy or process related to strategically managing all brand messages in a way that contributes to the building of strong brands” (Duncan, 2002). Arguably, IMC is an integral contributing factor to a brands success in modern society, as customers are increasingly being viewed as tangible equity (Blattberg et al, 1996). Over time brands have become aware of the investment opportu6

nities involved in marketing rather than viewing it as just an expense (Almquist et al, 1998). As the digital and real world combine, there are more and more ways a brand can communicate with its consumers, and IMC allows all of these communication channels to work harmoniously in order to create brand integrity and customer loyalty (LSM, 2016). Therefore, IMC is vital to both business-to-business and business-to-consumer companies, as integrated communication encourages a healthy two-way relationship with the consumer.


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adidas ORIGINALS Target Customer

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CULTURE

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QUALITY Figure 7

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FASHION

URBAN YOUTH

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EXPRESSION

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Target Customer As a market-oriented brand (TheTimes100, 2014), consumers are at the heart of Adidas, driving them to develop desirable products and inspire brand experiences to build a strong, “image, trust and loyalty with consumers” (AdidasGroup, 2015). The Adidas group has four brands in its portfolio- Reebok, Adidas, Rockport and Taylor Made, which are each targeted at a different market segment (Bhasin, 2016). The brand uses a differentiated targeting strategy to target both young adults and children through demographic, psychographic and behavioural segmentation. Being creator focused Adidas have created a consumer grid comprising of six key quadrants, which are not mutually exclusive. This is designed to identify and win the most influential consumers, which they call ‘creator archetypes’ (AdidasGroup, 2015).

Founded in 2001, Adidas Originals is a brand that sells footwear, apparel and accessories that modernize and re-imagine staple items of clothing (Adidas, 2016). The target consumer group for Adidas Originals is the ‘urban youth’ teenager who strives for cutting-edge and fashionable apparel (Johnson, 2012). They are price conscious, driven by the digital world and they express themselves through on-trend, street wear fashion (Crook, 2009). .

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N IO SH FA

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adidas ORIGINALS 11

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Product Range Adidas Originals is known for producing high quality products, which give the best value to the customer (Vlasich, 2012). Their product portfolio is designed to combine a modern, urban look with retro influences and is constantly being enhanced through innovation and creativity (Stoetzel, 2013). Housing a large depth of products in relation to its breadth, Adidas Originals produce footwear, apparel and accessories. Within each product range is an extensive product mix, showcasing different sizes, colours and styles in order to reach different target customers worldwide (Bansal, 2010). The product ranges aim to fuse the spirit of sport and style, taking inspiration from authentic vintage sports footwear and apparel and reinterpreting it (SSS, 2016). Each product has real history, making it unique and special, encouraging customers to express themselves and create their own destiny.

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F O O T W E A R

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adidas ORIGINALS Figure 18

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Marketing and Communication Strategies 14


Adidas’ Marketing and Communication Strategy is aimed at harnessing the emotions of sport and the benefits of a sporting lifestyle across all communication channels, in order to build desirability for their target consumer (Adidasgroup, 2013). Due to the rise in popularity of Adidas Originals, to a certain extent, it has become a commercial brand and with this comes pressure to ‘stay cool’ (Joseph, 2016). In 2016, senior director of brand communications for Adidas Originals Alexander Matt announced the re-focusing of the brand’s marketing communication strategy. This shift involved moving from growing their fan base to focusing on what they could do with their consumers (Joseph, 2016). New KPI’s based on a two-pillar measurement system of advocacy and visibility, ground the measure in sentiment, community size, engagement rates and reach. Broader, global targets around net promoter scores and spontaneous purchase intent then compliment these measurements.

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adidas ORIGINALS S/S 16 Figure 22

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Futures Campaign

Following on from Adidas Originals 2015 campaign, which challenged the notion of the superstar using stars such as Pharrell Williams, among other influencers, the SS16 ‘Futures’ campaign sparked the next chapter in the series (MCN, 2016). Under the creative direction of Johannes Leonardo, the futures campaign aimed to provide a new dimension to their brand philosophy: the future. Adidas Originals hoped to inspire a new generation not to follow the future that has inevitably been set for them and instead challenge the status quo of the future itself (AdidasNews, 2016). This integrated marketing campaign was the very first umbrella campaign in many years in, “which all product stories over the course of the year would stem from” (Newsroom, 2016). The iconic three stripes are seen to strike through the word ‘future’, becoming a symbol of the new generation and challenging of the dystopian view of the future (Leonardo, 2016).

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Advertising Adidas Originals focus a large amount of their budget on above the line promotion techniques such as advertising in order to engage their audience and increase brand awareness (Ghauri, 2012). To launch the futures campaign, Adidas Originals partnered with some of the most exciting cultural creators, “who bend and manipulate the collective memory to craft new ideas and create their own future” (Leonardo, 2016). These influencers were then portrayed using world-renowned photographers Pieter Hugo, Oliver Hadlee Pearch, and Tyrone Lebon in still shots advertised through print, outdoor and in store promotion. In addition, they were also featured in a seventy second film direct18

ed by Terrence Neale (Birkner, 2016). The short film was showcased on TV and the brands Youtube channel including the . original song by Daisy Hamel-Buffa “Your Future Is Not Mine” (Macleod, 2016). The advert featured the influencers walking to the beat of the chant, wearing pieces from the new collection, occasionally looking back as if to invite the viewer on the journey (MNC, 2016). Throughout the year Adidas Originals released a series of short films, to launch their ZX, NMD, and Tubular shoe collections using the hashtag: #myfutureis, in order to link all of the collections to the on going campaign about challenging the status quo.


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Digital Marketing Figure 28

David Greenfield global head of digital ecosystem design at Adidas claimed, “Digital is the most relevant channel for our audience”. Adidas use appropriate social platforms to, “give fans access to the brand that they wouldn’t be able to get anywhere else”, seen through the 13 million fans on Facebook and 138k followers on Twitter (Mulready, 2015). As a result, Adidas have a strong social media presence and successfully promote their brand through these channels, prioritizing it as a key focus (Thomas, 2016). For the Futures Campaign, Adidas Originals started the hashtag: #myfutureis, spreading across their Instagram, Twitter and Facebook pages, encouraging customers and celebrities such as Don Corleone to post photos and videos of themselves creating their own futures, using the hashtag in order to build a story and inspirational dialogue between consumers and the brand (Twitter 2016). Along with the hashtag, Adidas created short clips on their social media channels encouraging customers to find inspiration in music, discovering how the past empowers the future. Customers used the hashtag to post pictures of themselves at events such as ‘The Last Encore’, celebrating the release of the NMD shoe, in order to create a buzz (Size, 2016). This is just one of the ways Adidas use digital marketing strategies in order to not only sell a product but a lifestyle, building brand loyalty and appealing to the needs and desires of their target customer in all aspects of their lives..

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#myfutureis

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Public Relations

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Experiential Pop-ups adidas FUTURE HOUSE

Public relations are a major part of Adidas Originals promotional mix. The brand constantly embarks on ambitious cultural projects in order to inspire and celebrate creative talent (Deighton, K). Adidas’ Future House, a six-day, six-night pop up event adorned with graffiti-style murals and strobe lighting was open to the public from the 17th March 2016. The show space featured musical performances from Annie Mac and Wretch & Avellino, along with workshops that encouraged visitors to tread their own path in life. The event was in celebration of the new NMD trainer, which Adidas marketed as a shoe for the creative. These experiential pop-ups are a way of reaching the consumer at the deepest level, creating an experience with Adidas that will lead them to buy the products.

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Experientia Figure 37

THE LAST

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al Pop-ups ENCORE

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Experiential Pop-ups adidas FUTURE CAPSULE 28


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Celebrity Endorsement Celebrity endorsement plays a large role in Adidas Originals’ marketing communications. In the Futures Campaign, Adidas Originals partnered with some of tomorrow’s “most exciting cultural creators who challenge the idea of the future through their crafts” (Sylvia, 2016). Among the influencers were industry blogger and model Aleali May, singer and DJ Kyu Steed and artist Designer Butler. Moving away from the conventional celebrity endorsement of previous campaigns, using Pharrel Williams and David Beckham, Adidas Originals used influencers that are impacting their target customer right now. This change in technique is part of Adidas’ overall marketing strategy, which aims to ‘mean more by doing less’ by focusing on a concentrated group of promotional tools, in order to have the biggest effect on the creator (AdidasGroup, 2015).

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Meet Design Butler

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Visual Merchandising As a part of their integrated marketing communications strategy to launch umbrella products throughout the year, Adidas Originals opened various concept stores and created hypnotic window displays such as the ‘Tubular’ room (Retaildesign, 2016) to mirror campaigns globally. The ‘Originals X Neighbourhood’ concept stores celebrated the unique culture and community of each city it opens in, integrating this into the event design, style and ambience (ScratchMedia, 2016). The stores embodied an experience, with cocktails made to order and special appearances by singers like Jess Connelly and Eyedress.

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NMD CONCEPT STORE

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To What Extent Do Adidas Practice Integrated Marketing Communications?

Adidas Originals focus largely on an integrated marketing communication strategy in order to reach their consumers. They proclaimed, “Our goal is to deliver a premium experience through the seamless integration across all of our channels� (AdidasGroup, 2015). Adidas Originals endeavours to ensure that all of its products are at the forefront of new communication techniques, which develop the brand to consumer relationship. Through a variety of promotional techniques, Adidas Originals are not only delivering products, but also an experience, which gives the consumer a reason to believe in the brand. In the past, Adidas Originals had a large presence on Social Media but the information across platforms could only be viewed as stand-alone messages. Recently, to deliver a more coherent message the brand has collaborated with brand agencies such as MNSTR to promote creative and sleek messages at every customer touch point, starting with effective email marketing (McCormick, 2015). Once customers click on their email they are transported to the website where they will see campaign videos, collections and events. This customer journey is essential to the success of the integrated communications of the brand.

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Integrated Marketing Campaign adidas ORIGINALS

strength

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Creative Brief

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“Find Your Strength” adidas ORIGINALS

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Theme

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Following on from the S/S 16 ‘Future’ brand campaign, which challenged the notion of the future, the ‘Strength’ campaign will encourage the youth of today to find their own strength and to stand above stereotypes surrounding what they ‘can’ and ‘cannot’ do. To reflect the on going theme of the brands previous campaigns, the iconic three stripes will be seen to have a strike through the word ‘Strength’, challenging the meaning of the word. The integrated marketing campaign will again be an umbrella campaign in which products will be released under. Working off a muted colour palette consisting of mostly navy, black and whites with pops of colour such as red, the sihlouettes of the collections resemble more of a gender-neutral aesthetic, furthering the message of the campaign championing individuality through fashion (WGSN, 2016). The designs seen in the S/S 17 collections are both futuristic and contemporary.

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Message The aim of this campaign is to communicate the message that Adidas is an inclusive brand, which encourages diversity and is dedicated to providing customers with cutting-edge, fashionable and adaptable clothing to suit changing wants and needs. This campaign should evoke a sense of pride and empowerment, while also giving customers a reason to believe in the brand.

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Colours S/S17 42


Colours S/S 17

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Design Figure 60

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Target Customer The target consumers for this campaign are the ‘urban youth’ millennials who are challenging gender boundaries, limitations and disabilities, finding their own strength through individuality and expression. They are fashion-conscious and strive to have the most cutting-edge clothing, whilst using their clothing to make statements and turn the idea of what is ‘normal’ on its head. Famous designers and music artists inspire them, encouraging them to be different.

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COURAGE

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INDIVIDUALITY

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ACCEPTANCE Figure 71

GENDER

Perfectly Imperfect

EQUALITY

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Objectives As an integrated marketing campaign is aimed at creating a seamless experience for the customer, it is important to set goals and objectives in order for all communication channels to work as a united force, sending a coherent image to the customer, increasing brand image and identity. For the ‘Strength’ campaign the main objectives are: To change and influence customer beliefs and attitudes towards individual expression To develop B2C relationship To increase customer loyalty To build a strong brand image and identity To win the consumers with fresh and desirable products To increase creative capital To increase conversion rates and average selling price To deliver a premium experience through seamless integration across all channels To drive consumer advocacy and build brand equity

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Priorities As apart of their group strategy, Adidas are focusing on key priorities concerning integrated marketing communications. A reason to believe, a reason to buy and building social communities are the three priorities that Adidas will focus on in the Strength campaign.

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BUDGET As a brand, Adidas are implementing a plan to half its investments on partnership assets and focus the remainder on digital, advertising, point-of-sale and grassroots activations (Adidasgroup, 2015). With this in mind, due to the size and presence of the brand globally, Adidas still have a large budget to spend on marketing communications, which will be focused on consolidating and focusing resources to have the biggest effect on the creator and brand franchises.

TIMELINE OF CAMPAIGN The launch period for this campaign will begin in September 2016 with the release of Alexander Wang x Adidas Originals collaboration at New York Fashion Week and run throughout the year of 2017, as new umbrella products and collections are released. The main campaign will launch in January 2017 with a competition in November 2016 providing consumers with a chance to be in the campaign. The message will be integrated into all marketing activities surrounding the products and various exclusive collaborations with top designers will be shown at various Fashion Weeks, Trade Shows and across the globe.

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PROMOTIONAL TOOLS

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ADVERTISING Keeping in-line with the large focus on paid advertising, in January 2017 Adidas Originals will launch their S/S 17 Collection with the ‘My Strength is’ campaign. A short film will feature on TV and their YouTube channel and will be promoted through both shared and paid social media channels. This short film will include the competition winners and inspirational high-profile individuals who use their differences

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as strength to aid their success, featuring an original rap by artist Fetty Wap. Along with the advert, each story will be photographed and used in paid print, outdoor and display advertising as well as owned advertising channels such as their website and the Adidas Originals blog, in order to target the customer more thoroughly.


STILL SHOTS

Strength

Strength Strength

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‘MY STRENGTH IS’ AD CAMPAIGN YOUTUBE Figure 77

Strength Figure 76

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adidas Originals| Strength | Find Your Strength

1,261,662 views 2 days ago In this short film directed by Terence Neale, adidas Originals partners with powerful youths and some of the most inspirational successors of today. #mystrengthis Each story challenges the idea of strength through determination and willingness to succeed. Fetty Wap, James Charles and Amy Purdy along with the #mystrengthis competition winners tell a story of their struggles and how they overcame them to...

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BILLBOARDS

Find Your Strength adidas ORIGINALS

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DIGITAL MARKETING To launch the ‘Strength’ campaign, on November 10th 2016 Adidas Originals will start the, “My strength is…” competition on their Instagram. This competition involves viewers posting a video of himself or herself on their Instagram showing their differences and how it makes them strong and pushes them to be the best they can be, to win the chance to feature in the SS17 campaign video alongside some of the most inspirational individuals of today. By using Instagram as the main platform, it reaches over 15.7 million viewers, and using an integrated approach the hashtag will s

stretch across all social media channels, including their website, in order to reach the target ‘digital age’ customer. The high profile individuals featured in the campaign with the competition winners will also feature in their own 30second short films, which will be advertised on Adidas Originals social media and through innovative e-mail marketing over the period of release of the S/S 7 collection, along with separate videos and photo-shoots to launch their various collections throughout the year, in order to create anticipation of the products.

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#mystrengthis

Find Your Strength Figure 81

Strength

30,000

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Normal? who wants to be that? Enter our #Whatisyourstrength competition and tell us what makes you proud to be different: https://www.instagram.com/adidasoriginals/

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Strength

Strength

Visual Merchandising

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The S/S 17 collections will be launched through a variety of concept stores, using in-store visual merchandising techniques to immerse the customers in an experience, building the customer relationship and giving them a reason to believe in the brand. In order to create synergy the stores will use celebrities and musical entertainers who were featured in the campaign along with window displays showing the editorial shoots of high-profile individuals. Online visual merchandising will include tailored website design and digital look books.

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PUBLIC RELATIONS Experiential Pop-up Events

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As apart of the group strategy to increase customer loyalty through providing the ultimate experience, the ‘Strength’ campaign will involve a variety of pop-up experiences and installations throughout America and the United Kingdom. The pop-up experiences will include dance classes, a charity rap concert and a moving collection capsule (See Appendix 1).

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adidas Originals Presents ‘Shake It’ Figure 91

SHAKE IT

adidas Originals studios Presents

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FASHION WEEK Figure 98

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Fashion Week S/S17

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Social Media

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Snapchat Takeover

BEHIND THE SCENES

FILTER

THE ADIDAS ORIGINALS LFW STORY

BEHIND THE SCENES

FRIDAY 2PM ONWARDS LONDON TIME

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Alexa nde Wang r X adida Origin s als

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CELEBRITY ENDORSEMENT As Adidas Originals continue to connect with their target customer through tailored marketing communications, the use of high profile individuals will be widespread in the strength campaign. Music artists such as Fetty Wap and citizen bloggers like James Charles will both appear in the campaign material, targeting the young demographic who will be heavily influenced by celebrities and shared advertising (social media). Consumers of the digital era will be subconsciously compelled to buy the new collections through stratified paid endorsement featuring sponsored posts by bloggers on Instagram, Facebook and Twitter. These techniques will help to increase brand awareness, drive sales and spread brand awareness of products (Cope et al, 2016).

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“Find Your Strength” adidas ORIGINALS 65

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Always chilling in my @adidasoriginals

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Waiting for the @adidasoriginals campaign to launch like...#5days #Mystrengthis

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TIMETABLE OF ACTIVITIES-LAUNCH September

Wednesday7th:Announce Snapchat takeover for adidas Originals ‘LFW Story’.

Saturday 10th: Snapchat takeover, showing behind-the-scenes and exclusives from the Alexander Wang x adidas Originals collaboration. Wang fest: Suprise festival at the end of the show with food trucks, Djs and ‘see now buy now’ merchandise.

Monday 11th: Capsule Collections available in New York, London and Tokyo.

Thursday 10th: Instagram #mystrengthis competition is launched, shared on facebook and twitter.

Tuesday 15th: Share submissions of the competition, encouraging other people to enter.

Thursday 17th: Billboards stating ‘FindYourStrength’ go up in point-ofcontact places to encourage people to enter.

Thursday 1st: Announce 10 day countdown to the closing of the competition.

Saturday 10th: Closing of competition and announcement of winners through video featured on all social media channels.

Friday 16th: 5 day Shoot for #Mystrengthis campaign launch video. Behind-the-scenes for snapchat followers.

October

November

December

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Friday 30th: Fetty Wap starts 14 day countdown for the launch of the #Strength campaign, featured on Instagram, Facebook and Twitter.


TIMETABLE OF ACTIVITIES-LAUNCH January February -End of Year

Friday 13th: #MyStrengthIs advertising video is launched on Youtube to start the #Strength campaign, shared on all social media channels.

Sunday 15th: Billboards postered in main point-of-contact points.

Shown on TV over the next two weeks.

along with teasers of the collection.

Monday 6th: Announce Rap-Dash on social media Tuesday 7th: Open exclusive ticket sales, advertised on TV, through e-mail marketing and on their social media Saturday 11th: adidas Originals presents ‘Rap Dash’- To Launch exclusive shoe collection and raise money for charity.

Still Shots released on Instagram slowly,

All product stories throughout 2017 and will stem from the ‘Strength’ campaign, integrating ideas and using promotional tools to communicate the campaigns message.

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20-27th: ‘Shake it’ dance event for the launch of S/S 17 Street Collection.


RATIONALE

Through looking at adidas Originals previous campaigns and the brands use of promotional tools, I have selected tools for this campaign that fulfill the brands aims, which are to create, “inspirational and innovative marketing capabilities that drive consumer advocacy and build brand equity”. In their 2015 Annual Group Report adidas spoke about their ‘mean more by doing less’ marketing strategy, which intends to reduce the ratio of marketing investments spent on promotion partnerships by around five per cent by 2020 and instead focus the investments on marketing activities such as digital, advertising and point-of-sale activations (adidasgroup, 2015). Therefore, the tools I used were in line with this new strategy, focusing on a few key promotional tools, which really capture the brands identity and purpose, rather than a variety of low-impact promotional tools. The themes, colours and design inspiration came from the WGSN forecasting agency for the S/S 17 season, along with already released collections from adidas Originals of collaborations with Alexander Wang and White Mountaineering, which were unisex focused collections, emphasizing individuality and rejecting the status quo. Final Word Count: 3,299

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APPENDIX APPENDIX 1: ‘STRENGTH’ POP-UP EVENTS When assessing the popularity and success of Adidas Originals’ pop-up events, I created two briefs for prospective events that are linked to the launch of the campaign that are shown in the timetable of activites. ‘Adidas Originals Rap Dash’ ‘Adidas Originals rap dash’ is a one-night only 24hour rap battle, taking place in all six-focus cities: London, Los Angeles, New York, Paris, Shanghai and Tokyo. Raising money for the ‘American Cancer Society’, adidas Originals will be teaming up with famous rapper Fetty Wap, who suffered from congenital glaucoma as a child, which ended in him losing his left eye. His success can be attributed to his refusal of letting his disability get him down. When asked about his congenital Glaucoma he stated, “I used to fight a whole lot Now it doesn’t bother me” (Barnes, 2015). The rap dash will feature famous rap artists such as Skrillex, Juicy J, Travis Scott and DJ Just Blaze, who will battle it out live in different cities for a 24-hour period. The battles will take place in pop up adidas originals ‘rap dash’ tents, where viewers can go enter with tickets and pay a small donation in order to vote for the best artist on the adidas app. ‘Adidas Originals Represents Shake It’ The ‘Shake It’ travelling dance event is a 7-Day event moving between major cities in the US, putting on free workshops for dancers between the ages of 13-21 who either cannot afford dance class,

have a disability e.g. prosthesis, and anyone who has a passion to move. World-class choreographers Ashley Banjo and Brian Freidman, along with many others will teach hip-hop, Jazz and Ballet classes, in this weeklong event.

Almquist, E L, Turvill, I H and Roberts K J (1998) Combining economic and image analysis for breakthrough brand management, Journal of brand Managemet, 5(1), pp272-82

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Deighton, K. 2016. Adidas launches six-day cultural popup in Shoreditch for shoe launch. [Online]. [Accessed 7 November 2016]. Available from: http://www.thedrum.com/ news/2016/03/18/adidas-launches-six-day-cultural-pop-shoreditch-shoe-launch

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Skills- Tutorial. [Online]. [Accessed 14 November 2016]. Available from: https://www.youtube.com/watch?v=MoAu49Gduvs Figure 11: Gladwell, S. 2016. Wall Mural “Colourful paint splat background”. [Online]. [Accessed 14 November 2016]. Available from: http://pixersize.com/wallmurals/colourful-paint-splat-background-21601966 Figure 12: Read, D. 2012. All Originals Represent- Adidas On The Hunt For Kiwi Crews To Battle For Street Style Supremacy. [Online]. [Accessed 14 November 2016]. Available from: http://manualmagazine.com/2012/08/08/all-originals-represent-adidas-onthe-hunt-for-kiwi-crews-to-battle-for-street-style-supremacy/ Figure 13: Sigel, T. 2016. Adidas Originals Unveil Stormzy Starring Nigo Lookbook. [Online]. [Accessed 14 November 2016]. Available from: http://rwdmag.com/adidas-originals-unveil-stormzy-starring-nigo-lookbook/ Figure 14: Why The USA Needs Street Soccer If It Wants To Win The World Cup. [Online]. [Accessed 14 November 2016]. Available from: http://the18.com/news/why-usa-needs-street-soccer-ifit-wants-win-world-cup

Figure 20: Unknown. 2016. Green marble texture. [Online]. [Accessed 14 November 2016]. Available from: http://www.rgbstock. com/bigphoto/mfp325O/green+marble+texture Figure 21: Lee, S. 2014. All originals represent. [Online]. [Accessed 14 November 2016]. Available from: http://henrikandsofia. com/work/all-originals-represent/ Figure 22:Unknown. 2016. Adidas Originals TV Commercial, ‘Your Future Is Not Mine’ Featuring Iman Shumpert. [Online]. [Accessed 14 November 2016]. Available from: https://www.ispot. tv/ad/Arhu/adidas-originals-your-future-is-not-mine-featuringiman-shumpert Figure 23: Macleod, D. 2016. Adidas Your Future is Not Mine. [Online]. [Accessed 14 November 2016]. Available from: http:// theinspirationroom.com/daily/2016/adidas-your-future-is-notmine/ Figure 24: Edwards, M. 2016. Adidas Originals- Your Future Is Not Mine. [Online]. [Accessed 14 November 2016]. Available from: http://mattjedwards.com/adidas-originals-future/

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[Accessed 20 November 2016]. Available from: https://twitter. com/adidasoriginals?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor Figure 31: Facebook. 2016. Stormzy wears Originals by NIGO SS16. That’s standard. Available April 1st. [Online]. [Accessed 20 November 2016]. Available from: https://www.facebook.com/adidasOriginalsUK/?fref=ts Figure 32: Madrid, R. 2016. Adidas Originals Future Capsule Project. [Online]. [Accessed 20 November 2016]. Available from: http://therendernetwork.com/2016/03/adidas-originals-future-capsule-project/ Figure 33: SneakerNews. 2016. Adidas Looks To The Future With The Tubular Capsule In NYC And LA. [Online]. [Accessed 20 November 2016]. Available from: http://sneakernews. com/2016/03/07/adidas-looks-to-the-future-with-the-tubularcapsule-in-nyc-and-la/ Figure 34: Deighton, K. 2016. Adidas launches six-day cultural pop-up in Shoreditch for shoe launch. [Online]. [Accessed 20 November 2016]. Available from: http://www.thedrum.com/ news/2016/03/18/adidas-launches-six-day-cultural-pop-shoreditch-shoe-launch Figure 35: Deighton, K. 2016. Adidas launches six-day cultural pop-up in Shoreditch for shoe launch. [Online]. [Accessed 20 November 2016]. Available from: http://www.thedrum.com/ news/2016/03/18/adidas-launches-six-day-cultural-pop-shoreditch-shoe-launch Figure 36: Deighton, K. 2016. Adidas launches six-day cultural pop-up in Shoreditch for shoe launch. [Online]. [Accessed 20 November 2016]. Available from: http://www.thedrum.com/ news/2016/03/18/adidas-launches-six-day-cultural-pop-shoreditch-shoe-launch

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Figure 52: Chin, M. 2016. Alexander Wang Debuts Partnership With adidas Originals. [Online]. [Accessed 20 November 2016]. Available from: https://hypebeast.com/2016/9/alexander-wang-adidas-originals-partnership Figure 53: Fischer, D. 2016. A Detailed Look at the adidas Originals by Alexander Wang Collection and How to Get Your Hand on the First Drop Today. [Online]. [Accessed 20 November 2016]. Available from: http://www.highsnobiety.com/2016/09/11/detailed-look-adidas-originals-alexander-wang-collection-get-hands-first-drop-tomorrow/ Figure 54: Chin, M. 2016. Alexander Wang Debuts Partnership With adidas Originals. [Online]. [Accessed 20 November 2016]. Available from: https://hypebeast.com/2016/9/alexander-wang-adidas-originals-partnership Figure 55: Boddy, J. 2016. Key Colours S/S17. [Online]. [Accessed 20 November 2016]. Available from: https://0-www.wgsn.com. wam.leeds.ac.uk/content/reports/#/Colour/w/S_S_17/24486 Figure 56: Boddy, J. 2016. Key Colours S/S17. [Online]. [Accessed 20 November 2016]. Available from: https://0-www.wgsn.com. wam.leeds.ac.uk/content/reports/#/Colour/w/S_S_17/24486

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Figure 95: Unknown. 2016. Alexander Wang’s New Collection For Adidas Originals. [Online]. [Accessed 21 November 2016]. Available from: http://pursuitist.com/alexander-wangs-new-collection-for-adidas-originals/ Figure 96: Fischer, D. 2016. A Detailed Look at the adidas Originals by Alexander Wang Collection and How to Get Your Hand on the First Drop Today. [Online]. [Accessed 20 November 2016]. Available from: http://www.highsnobiety.com/2016/09/11/detailed-look-adidas-originals-alexander-wang-collection-get-hands-first-drop-tomorrow/ Figure 97: Fischer, D. 2016. A Detailed Look at the adidas Originals by Alexander Wang Collection and How to Get Your Hand on the First Drop Today. [Online]. [Accessed 20 November 2016]. Available from: http://www.highsnobiety.com/2016/09/11/detailed-look-adidas-originals-alexander-wang-collection-get-hands-first-drop-tomorrow/ Figure 98: Campbell, G. 2016. Adidas Originals Unveils the NMD R2 in Black and White Colorways. [Online]. [Accessed 21 November 2016]. Available from: http://www.highsnobiety.com/2016/11/25/adidas-originals-nmd-r2-black-white/ Figure 99: Unknown. 2016. Adidas Originals By White Mountaineering. [Online]. [Accessed 21 November 2016]. Available from: http:// www.nssmag.com/it/fashion/8812/adidas-originals-by-white-mountaineering/image:77911


Figure 100: Unknown. 2016. Adidas Originals By White Mountaineering. [Online]. [Accessed 21 November 2016]. Available from: http:// www.nssmag.com/it/fashion/8812/adidas-originals-by-white-mountaineering/image:77911 Figure 101: Unknown. 2016. Follow adidas Originals on Snapchat to experience the launch this Friday Stay. [Online]. [Accessed 21 November 2016]. Available from: https://socialfeed.info/follow-adidas-originals-on-snapchat-to-experience-the-launch-this-friday-stay-227026 Figure 102: Freebairn, D. 2016. Portfolio. [Online]. [Accessed 21 November 2016]. Available from: http://danfreebairn.tumblr.com/ post/149516650095 Figure 103: Freebairn, D. 2016. Portfolio. [Online]. [Accessed 21 November 2016]. Available from: http://danfreebairn.tumblr.com/ post/149516650095

in metallic pleated dress alongside her main squeeze Tyga at Alexander Wang NYFW show. [Online]. [Accessed 21 November 2016]. Available from: http://www.dailymail.co.uk/tvshowbiz/article-3783750/Smoldering-temptress-Kylie-Jenner-dazzles-metallic-pleated-dress-alongside-main-squeeze-Tyga-Alexander-Wang-NYFW-show.html Figure 111: Instagram. 2016. Alexander Wang. [Online]. [Accessed 21 November 2016]. Available from: https://www.instagram.com/p/BKcBtFhgfH6/?taken-by=alexanderwangny Figure 112: Twitter. 2016. Adidas originals. [Online]. [Accessed 21 November 2016]. Available from: https://twitter.com/adidasoriginals Figure 113: Instagram. 2016. Fetty Wap. [Online]. [Accessed 21 November 2016]. Available from: https://www.instagram.com/p/BM5F_ NfjQTN/?taken-by=fettywap1738

Figure 104: Rally. N/D. Snapchat- the new marketing landscape for business? [Online]. [Accessed 21 November 2016]. Available from: http://www.rallyagency.co.uk/industry/snapchat-is-it-a-new-marketing-landscape-for-your-business Figure 105: Cochrane, L. 2015. Alexander Wang bids farewell to Balenciaga with a simple but sexy collection at Paris fashion week. [Online]. [Accessed 21 November 2016]. Available from: https://www.theguardian.com/fashion/2015/oct/03/alexander-wang-balenciaga-paris-fashion-week Figure 106: MuscleBeaver. 2013. Look book design for the 2013 Collection “Venus Metallica� by Munich based fashion label SCHAAF. [Online]. [Accessed 21 November 2016]. Available from: http://www. musclebeaver.com/project/schaaf-venus-metallica-lookbook/ Figure 107: Unknown. 2016. Pabllo Vittar. [Online]. [Accessed 21 November 2016]. Available from: http://www.last.fm/music/Pabllo+Vittar/+images/ec53525052babbe8429157d3dd96f2ba Figure 108: Instagram. 2016. James Charles. [Online]. [Accessed 21 November 2016]. Available from: https://www.instagram.com/p/ BNS-iv6AKS5/?taken-by=jamescharles&hl=en Figure 109: Instagram. 2016. Kylie Jenner. [Online]. [Accessed 21 November 2016. Available from: https://www.instagram.com/p/BNSrIPiB4Ew/?taken-by=kyliejenner&hl=en Figure 110: Suri, S. 2016. Smouldering temptress! Kylie Jenner dazzles

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Fashion promotions submission 2016  
Fashion promotions submission 2016  
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