Adiddas is all in!! and Marketing 296 class!!

Adidas strives to capture global culture of teen spirit While I was surfing the web in search of this week’s topic to post on my marketing blog topic, this article “Adidas strives to capture global culture of teen spirit” seemed very interesting to me.

As I read through the article, I recognized that there were a lot of information that I could relate to which I learned in my marketing class.

This article talks about changing and re-promoting Adidas’ product by unifying their segmentation from 4 different sectors of athletes, skate kids, fashion and music, to target their consumers as teenagers from ages 13 to 19 year old. The marketing team at Adidas believes that by combining these 4 different segmentations all together , they would make more revenues.

The marketing slogan of Adidas is “Adidas is All in” The basic concept of their marketing promotion is “passion.” Adidas tries to appeal to consumers that when people are passionate about something, they are “all in.” This new concept is differentiated from its competing brand Nike’s “just do it” slogan.

Adidas also tries to establish its global brand image as a “passionate” brand. Passion is a universal value and truth which can apply to anyone and anywhere. Through its commercial advertisement, Adidas delivers same message all over the globe. The advertisements in China and US deliver virtually the same meaning — “passion.” By releasing the same advertisement in the world, Adidas could save a lot on advertisement cost by unifying the content, although it spent most of the budget on hiring many famous celebrities from sports and music industry.

The article also talks about how Adidas promotes at the end of part of article, which is what I also learned from my marketing class.

This is my first time to witness myself how theories and information I acquired from school is related to real world example. My knowledge from school is very helpful and it helps me to understand implicit meanings behind marketing strategies, too, so I was quite pleased to read this article. I hope to find more articles that I can relate to what I have learned in school and apply my knowledge to better comprehend marketing in depth.