If you haven’t seen this new ad campaign for Adidas, it’s definitely bold. Many ads look to appeal to just one of their target markets at a time. This ad however doesn’t just look to draw attention just from normal athletes, but instead includes people like Katy Perry and skateboarders to call attention to almost any active individual. People undoubtedly have brand associations which are anything that is embedded in a customer’s mind about a particular brand.
The commercial slogan is “Adidas is all in.” This is incredibly powerful because it displays so many different avenues and activities that Adidas can be used in, and deviates from the brand association of just being sports related. Steve Ralph, President of Adidas Canada Ltd explains how the commercial “brings together the diversity of the brand under one strong roof.”
Marketing emphasises the importance of segmenting a company’s market into homogenous groups with the utilization of 4 major bases; geographic, demographic, psychographic, and product related. The idea is to end up with a very detailed and rich complex group. The interesting thing about Adidas and their approach with this “all in” campaign is that their target market is not as detailed as many would argue it should be. In an article through Marketwire, it mentions that Adidas has a “broad consumer group” focusing on consumers from 14-28 years old. I think this very fact in the sense that it is so broadly created is a very unique and risky campaign for Adidas. But that, coupled with the fact that Adidas is so well recognized doesn’t make me think for a second that Adidas won’t reap immense benefit from this bold campaign. It will undoubtedly be exciting to see how it turns out!