Adidas Promotional Campaign

The purpose of this case assignment is to evaluate Adidas new promotional campaign and identify the key factors affecting its success. Promotion serves as sensation of the fundamental tenets in marketing mix. Promotion is the communication of information by a seller to influence the attitudes and behaviors of potential buyers. 1 (Christ). Advertising, sales promotion, and popular relations comprises promotion which are officed to target specific buyers. These one-third aspects of promotion work together to attract and retain potential and real buyers and also postgraduatelights the foundation of Adidas promotional campaign for the Beijing Olympics. Sportswear shaper Adidas recent merger with Reebok represents increased clout the firm can use exert on Nike in upcoming promotions for the Olympics. Nike which currently holds the majority of gymnastic footwear market has do an excellent job promoting its products to cerebrate on target markets. Both manufacturers target the sa me markets which include the Basketball, Soccer, and Football athletes, as well as, articulatio coxae Hop culture. 4 Promoting sales of sportswear done the use of professional athletes has been a venture both Adidas and Nike have done very well. However, Adidas took a big hit when Nike was capable of capitalizing on the Hip Hop Nation, or subculture closely intertwined with instruction execution sportswear. Rapper artist, Nelly, wrote a song about Nike shoes in 2005, underscoring Nikes image tilt from solely performance sportswear to including fashionable and cool.Adidas returned with signing performing artists Jay-Z, Missy Elliott, and 50-Cent to their sportswear lines. Promotional campaigns by both Adidas and Nike reflect consumer focus when purchasing gymnastic drape is not solely tied to performance, and suggests that round consumers view athletic apparel as a reflection of spirit and a fashion statement. A perspective from Gonzalo Basilico, a 12 yr old student, supports this notion, I like Adidas, but I still choose Nike for the fashion, colours, combinations . . Its all Nike at school. Everyone duologue about Nike, no one talks about the opposites. 5 Adidas merger pass on allow them to compete on multiple fronts, and also eliminates the no. 3 contender, Reebok, from the competition. The combination of the two lead allow Adidas to focus on both performance and fashion sportswear. Adidas styled high heel shoes pictured on their website, indicate a convert Adidas intention of attempting to claim both the performance and fashion athletic apparel markets. Moreover, Adidas will be able to promote their brands Adidas and Reebok by targeting specific athletic groups like Soccer and Football respectively, that hold one or the other in high regards. 7 Both Adidas and Nike have robust advertize campaigns. Webpage, television, and magazine advertisements all suggest that the products are not merely performance sportswear, theyre fashion statements. Ad idas iconic 3 stripes and Nikes wash are plastered all of over their advertisements and products.The icons which at first were a company logo, represent a designer label that consumers want. Adidas division of efforts mingled with the Adidas and Reebok lines will serve them well in the future. Reebok will be centre on middle priced shoes, while Adidas will focus on high end sport performance and fashion. Division of efforts between the two will pose a formidable advantage against, Nike, the current no. 1 contender in the sport performance apparel market. References 1. Christ, P. (2008). Principles of Marketing. Retrieved 20 JUL 08 from http//www. knowthis. om/tutorials/principles-of-marketing/promotion-decisions/1. htm 2. unbeknown(predicate) (2008). The Promotional Mix. Retreived 20 JUL 08 from http//en. wikipedia. org/wiki/Promotional_mixcite_note-0 3. Kiley, D. (2005). Reebok and Adidas. Retrieved 20 JUL 08 from http//www. businessweek. com/bwdaily/dnflash/aug2005/nf2005084_8 340. htm 4. Ibid. 5. Richardson, B. (2005). Adidas Bid Raises Image Concerns. Retrieved 20 JUL 08 from http//news. bbc. co. uk/1/hi/business/4741343. stm 6. Adidas (2008). Adidas Homepage. Retrieved 20 JUL 08 from http//www. adidas. com 7. Kiley, D. (2005).