Adidas marketing assignment

Acknowledgement

I owe a great debt of thanks to the esteemed individuals who provided me with invaluable
assistance while I compiled the information for my report. I'd want to express my appreciation to
……… our lecturer, for providing me with a helpful framework for my report via several
discussions and consultations. In addition, I'd want to extend my appreciation to everyone who
has helped me in any way, shape, or form while I was compiling this report
Executive summery
The consumers Adidas aims to appeal to are not only athletes but also regular people who
have a passion for sports. Although most Adidas customers are between the ages of 14 and 40,
the company also produces children's apparel and footwear. The Adidas consumer base is spread
out globally, but the EMEA region accounts for the bulk of the business. Adidas caters to men
and women with separate product lines.
Although clothing and apparel are not the brand's primary strength, demand for these items is
high and growing quickly. The Adidas consumer base also includes those who buy sports socks,
caps, and water bottles in addition to sporting goods like footballs and basketballs. Accessories
and gear account for a much smaller share of Adidas' total sales, and the company has barely
increased production in this area over the past five years.
Contents
Adidas marketing assignment..........................................................................................................1
Acknowledgement...........................................................................................................................2
Executive summery.........................................................................................................................3
Introduction......................................................................................................................................5
Question one....................................................................................................................................6
Question two....................................................................................................................................8
Question three................................................................................................................................10
Question four.................................................................................................................................12
References......................................................................................................................................13
Introduction
The Adidas name was founded on the company's commitment to creating cutting-edge
athletic gear that would help players perform at their peak. As a result, it shouldn't come as a
surprise as Adidas has helped a plethora of legendary athletes win medals in the Olympics. Since
1984, Adidas has been Team GB's official sponsor in the United Kingdom. Adidas' first
appearance in the Olympic Games was in 1928, at the Amsterdam Games, with the premiere of
the company's first line of running shoes. Athletes have worn Adidas shoes and apparel at every
Summer Olympics since. All British Olympic medalists from the last eight games wore Adidas
footwear or apparel.
Question one

 Adidas marketing strategy- It took more than seventy years and a lot of hard work to turn
Adidas into the thriving corporation that it is today. The marketing strategy of Adidas
focuses an emphasis on quality, innovation, diversity, and high-budget advertisements in
order for the company to continue to be one of the most successful brands in an industry
that is very competitive. (buildd, 2022)

 Target Market- Young people and athletes in their twenties and thirties are the target
demographic for a marketing campaign that Adidas is doing. Athletes in the age range of
13 to 18 are considered by Adidas to be their target market since the company believes
that athletes in this age range have the potential to become great athletes. (buildd, 2022)

 Product- In addition to footwear, Adidas also sells apparel, accessories, and athletic
goods. Sweaters, shorts, tracksuits, jackets, swimwear, sports bras, hoodies, and other
things form part of their wardrobe.  Adidas works with a large number of researchers,
innovators, architects, and open source inventions to mold its athletic goods in order to
manufacture them at scale while maintaining high quality standards. Adidas, for instance,
collaborated with Bilateral meeting for the Oceans to recycle plastic debris from beaches
and seas into new footwear. The breadth and depth of the brand's offerings across a
variety of critical categories speaks to the company's commitment to excellence. Adidas
produced a line of backpacks, sunglasses, goggles, and watches to compete with Nike,
who had begun selling athletic equipment. This also contains yoga mats and other fitness
equipment. Adidas, in an effort to broaden its customer base, uses advertising to appeal to
young people. Adidas focuses specifically on selling casual footwear for youth and young
adults with its Neo range. (buildd, 2022)

 Pricing- Even though Adidas has premium pricing, the company still considers Puma,
Nike, and up-and-coming businesses when setting prices. It also employs a pricing
technique known as "skimming," in which items that have just hit the market are priced at
a premium but gradually lose value as they age out of favor. (buildd, 2022)

 Promotion- Traditional forms of advertising are heavily funded by the Adidas brand. Ads
on billboards, in the media, print, online, etc. One of its growth strategies is using digital
marketing tools like social media, influencer marketing, and paid advertising to compete
with Nike. Adidas is also heavily engaged in team sponsorship, including high-profile
organizations like Real Madrid, England's and South Africa's cricket teams, the English
football team, and the South African national soccer team, among many others. It also
includes a sizable number of professional athletes in its influencer initiatives. (buildd,
2022)
 Distribution- More than 500 individual facilities are managed by Adidas in 55 different
nations, each of which utilizes the high-speed manufacturing expertise and production
methodology of the corporation. All of the firm's products may be purchased via mall
shops, freestanding showrooms, other large super markets like Walmart, online retailers
like Amazon and Myntra, as well as the company's very own ecommerce site. Mall stores
are another distribution channel for the company. (buildd, 2022)
Question two

a) Social marketing- The fact that Adidas is prepared to take into account the thoughts and
suggestions offered by its clientele throughout the process of establishing its overall marketing
strategy is an important component of the method used. They interact with their audience
through a variety of media, upload images that have been donated by their fans, and introduce
new goods and services. Follow in the footsteps of your organization's standard operating
procedure. Users might use the social media profiles as a method to communicate with your
target market and learn what they think of a firm by asking them queries and collecting feedback
from them. This could be done by using your accounts to ask questions and getting input from
users. (colman, 2022)
b) Celebrity marketing- Advertisements for Adidas are effective because they excite and inspire
viewers. Several famous athletes, singers, actresses, and other cultural figures whose ideals are
congruent with the companies have collaborated with them. Here are a few advertisements that
stand out. (buildd, 2022)
1. Muhammad Ali vs Laila Ali- Laila Ali, Muhammad Ali's daughter, faces off against her father
in a series of simulated bouts as part of the Difficult is Just Nothing campaign. This advertising
is one of a kind since it makes use of digital manipulation to stage the fights. This ad by Adidas
is a great illustration of how neural network can be utilized to radically transform the artistic
execution of advertisements. The advertisement was created with the help of a computer
program. (buildd, 2022)
c) Green marketing- At the United Nations offices in New York City in 2015, adidas debuted the
first adidas x Parley running shoe, which was crafted from recycled plastic debris collected from
beaches and coastal communities. Since then, adidas has taken a strong stand against plastic and
used recycled polyester across their whole product line. To reduce waste, adidas plans to utilize
entirely recycled polyester in all products by 2024. Recycled polyester now accounts for more
than 90% of all polyester production. Implementing recycling practices is just the beginning.
adidas is trying to increase its cyclical service offering by purchasing returned goods for resale or
reuse, so extending the useful life of items and reducing waste. (adidas, 2022)
d) Relationship marketing- Adidas is in a position to assure that its advertising always contains
the same fundamental ideas since the company has formed close connections with the world's
best athletes. Adidas has collaborated with a wide variety of well-known figures, including
several professional athletes. The people who are collaborating here include well-known
musicians as well as designers. Adidas offers must-have designs for more than sports fans.
Adidas and Kanye West created Yeezy, one of the quickest sneaker brands. Yeezy shoes were
worth $1 billion in 2019. This collaboration has helped Adidas reach non-sports enthusiasts.
(erica, 2021)
e) Value based marketing-  looking for a pair of shoes in the UK, go no further than Adidas, a
market leader that offers something for everyone. If it places more emphasis on customer care
after the sale, it may enhance the present value offer. Adidas' pricing strategy is a major selling
point of the company's value offer. The company has set a pricing for its product that is
competitive in the market, and it has provided greater product benefits compared to rivals. That's
why it's important for the firm to compete not only on pricing, but on the whole value it
provides. Customers have easy access to Adidas goods and services because to the company's
robust distribution network and digital platforms. (soat, 2022)
f) sustainable marketing- In 2015, Adidas and Parley began their cooperation, which consists of
the following steps: The first step is for Parley and its allies to go out into the field and collect
some of the thousands of tons trash plastic that has washed up on beaches throughout the globe.
After that, adidas and Parley turn it into new products like shoes, clothes, and even hangers.
Zwinger and also the remainder of the crew working just on Terrex line may look forward to a
helpful learning curve thanks to the raw material. Each year, the recycled content in the shoes
and apparel goes more and higher as we learn how to rebuild a product to employ more and more
recyclable materials. 
Question three

1. Artificial intelligence- Recently, companies have employed AI to enhance consumer shopping

experiences, analyze data, boost sales, anticipate trends, and advise on inventories. In-store
chatbots and touchscreens increase consumer experience and product recommendations. AI chat
technology is virtually always employed to improve consumer experience on fashion brand
websites. AI systems follow clients' trips to recommend items. (kochar, 2023)
2. Novel fabrics- One plausible scenario for the development of fashion is the use of
unconventional textiles as a means for designers to differentiate themselves and attract customers
interested in eco-friendly pieces. The evidence suggests that environmental is not a sustainable
choice. However, companies like Adidas are working to reduce this trend by developing animal-
friendly leather production methods for the laboratory. (kochar, 2023)
3. Internet of things- The IoT is a network of "things" that can exchange data via the internet.
This is among the most promising fashion tech trends. Everyday fashion improves each year to
represent our lifestyles. The fashion business has had to adjust to modern living by emphasizing
comfort and employing new textiles. The amazing advances in clothing technology and wearable
technologies demonstrate this. These have changed how we see our environment, others, and
ourselves, redefining comfort. (kochar, 2023)
4. Rapid data analysis for rapid adaption- Rapid data analysis helps firms swiftly change their
business components, including the supply chain, by leveraging vast volumes of data. Brands
and manufacturers may get real-time notifications from enterprises regarding defective or
damaged items thanks to new digital solutions. This reduces waste, saves money, and expedites
product delivery. It also improves client happiness by detecting business dangers promptly.
(kochar, 2023)
5. Mobile commerce- Mobile tech advances daily. Mobile commerce—from Insta purchasing to
smart wallets—is the ultimate digital tool. It's one of eCommerce's fastest-growing categories
and affects our daily lives. Smartphones make internet purchasing simpler. Apple and Android
Pay, with technological advances like fingerprint and face recognition, are ready to be the
preferred payments for retail transactions. (kochar, 2023)
6. Virtual and augmented reality- Virtual Reality's most interesting use is merging online and
offline shopping. In fashion, VR lets shoppers visually test on clothing. Augmented reality and
tailored measuring features improve accuracy. It also implies that clients who feel tried on may
purchase more. (kochar, 2023)
7. Online vector editors- Adobe Illustrator's competition is expanding and becoming more
popular. If you are just starting out with design software, these are some of the best options you
may go with. For the same reason, if you just need to make some minor adjustments to any
vector images and don't have recourse to Adobe or Sketch, you may use Inkscape instead.
(kochar, 2023)
8. 3D printing- Many companies, both large and small have been exploring the potential of 3D
printing for on-demand manufacturing ever since the technology became widely available. This
will open up new possibilities for individualization, efficiency, and originality. From accessories
to whole outfits, several 2022 collections from major fashion houses will use 3D. (kochar, 2023)
9. Blockchain- Supply chain efficiency, traceability, and openness may all be improved with the
use of block chain technology. Provides a safe and reliable means for all parties involved (from
carriers or banks to middlemen and suppliers) to communicate and share files and other data in
real time. (kochar, 2023)
10. Sustainability and digitalization- are the two key areas that will shape and influence future
fashion trends. They will eventually reach every major brand and store. Technology and
sustainability are not incompatible. Many sustainable innovations, in fact, are impossible to
realize without the use of digital methods. (kochar, 2023)
Question four

 Virtual clothing application

 Justification- a software application that allows customers to virtually try on clothing
before purchasing it. The software requires users to provide personal information such as
their age, gender, as well as their weight and height. The software first creates a digital
copy of the user, and then it starts clothing the user's digital duplicate in digital modeling
clothes. It is necessary for the software to produce and disseminate it. For the
convenience of the business, Super personal ought to also be offered in a format that is
suitable for retail sale. Because of this, shops will now be able to provide clients a more
individualized and satisfying shopping experience.
Innovation in the fashion industry is very necessary to ensure continued financial
success. It is essential to how we will mold the sector once we have moved past the
current crisis. The innovation of fashion can help to replace materials that are wasteful
with alternatives that are more environmentally friendly. It has the potential to put a stop
to low-paying human professions that are both hazardous and repetitious. The fashion
industry needs to innovate so that people can function and interact in a digital world. A
future filled with self-driving automobiles, high-tech houses, and linked devices. There is
no turning back, not to fashion from before the pandemic, and not if we want fashion to
continue to have an impact in the world today. The only path ahead is via the invention of
new fashions and their widespread acceptance.
When it comes to the development of innovative fashion, the importance of
consumer adoption and ongoing technological advancement cannot be overstated.
Because both businesses are focused on the needs of their customers and the future,
adoption occurs organically. However, when it comes to advancements in technology, not
all of them are appropriate for use in the fashion industry.
References
adidas, 2022. adidas group. [Online]
Available at: https://www.adidas-group.com/en/sustainability/environmental-impacts/more-
sustainable-materials-and-circular-services/#:~:text=Since%20then%2C%20adidas%20has
%20aggressively,is%20just%20the%20first%20step.
[Accessed 3 february 2023].
buildd, 2022. buildd. [Online]
Available at: https://buildd.co/marketing/adidas-marketing-strategy
[Accessed 3 february 2023].
colman, z., 2022. creative.com. [Online]
Available at: https://creatitive.com/key-takeaways-from-adidas-marketing-strategy/
#:~:text=Perhaps%20the%20most%20important%20of,the%20same%20for%20your
%20business.
[Accessed 3 february 2023].
erica, 2021. webcontentdevelopment.com. [Online]
Available at: https://www.webcontentdevelopment.com/the-adidas-marketing-strategy-collabs-
with-big-names/#:~:text=Therefore%2C%20Adidas%20can%20drive%20consistency,major
%20music%20and%20fashion%20artists.
[Accessed 3 february 2023].
kochar, s., 2023. techpacker. [Online]
Available at: https://techpacker.com/blog/design/top-9-fashion-technology-trends/
[Accessed 3 february 2023].
soat, m., 2022. embapro. [Online]
Available at: https://embapro.com/frontpage/marketingprocesscoanalysis/17660-adidas
[Accessed 3 february 2023].