As with any other sport, some established brands in badminton include Yonex and Victor. Badminton is a sport which tests athletes both mentally and physically, and a change in playing equipment could potentially improve your game play. This is often due to the quality of grip placed on the handle, string tension, and racquet balance (i.e. is the weight of the racquet’s head in equilibrium with that of the handle?); something that I consider to be a science that the aforementioned companies have somewhat perfected over the years. It is therefore no surprise that there is a strong emphasis on equipment technology, when companies promote their products through advertising (mainly on their website).

Maybe it has something to do with the mental aspect of playing the game, but I have always preferred to use Japanese made Yonex racquets. Along with the brand equity that Yonex holds, I question whether Adidas’ attempt at diversification through penetrating this highly competitive industry (which is mentioned in this article) aligns with their company goals.

In compliance with the technology focused advertisements in badminton, Adidas’ lack of badminton experience will likely cause consumers to question the quality of their product (even if there actually aren’t any issues), and therefore become unwilling to pay prices equivalent to well-established brands. I feel that this story highlights the role that attitudes play in consumers’ decision processes; when evaluating alternatives for buying a new racquet, one certainly doesn’t think of Adidas. However, the company is trying to appeal to the target segment of younger fans and athletes by partnering with Viktor Axelsen:

https://www.youtube.com/watch?v=IfgNCZb7BQc

Currently, I’m unable to watch the video without feeling a bit odd; seeing Adidas on a badminton court is still too foreign for me. However, if they prove that their products are excellent, they may succeed over time.