The personality of Adidas
Nov 9th, 2011 by ziyansun
Today I read a blog from my classmate William Wajaya which describing a commercial show of Adidas and through which a brand concept was delivered https://blogs.ubc.ca/williamwijaya/2011/10/10/adidas-impossible-is-nothing/. Personally, I am not sport-type person and barely know anything about sports brand. However, the message at the end this commercial show, “impossible is nothing”, is quite well-know around the world and I have been deeply inspired by it.
The brand name, Adidas, along with its logo ” impossible is nothing”, always come to people’s mind at the same time and has become a integrity. As far as I am concerned, Adidas has built up a very strong brand concept for its customers and even to its potential customers. William commented on the lady in that commercial show, ” She doesn’t look like an athlete, but that doesn’t matter, because she has the spirit of one, and with that she becomes an athlete”, which encourages me a lot. The spirit matters the most, as long as you believe and have the dream, nothing is impossible. Adidas is more than simply a athletic products producer, it possess a distinctive personality that is “positive, brave, undefeated and confident” and through which it has owned a huge brand equity.
I have to say, Adidas customers are loyalty and they love not only the material products but also the value the Adi created for them. In this case, a lot of Adidas fans are willing to pay more for only the brand name. It reminds me of a question from our textbook, “what is the buyer really buying”? He is not only buying features, he is buying benefits, ideas and beliefs. Adidas’ personality is exactly what those customers are pursuing!
At the end, I just want to share another video of Adidas, the same spirit but more imaginative, creative and inspiring.