Sports brand

This is Adidas A worldwide launch is alleged to be the most expensive marketing campaign in the history of the brand. Foreign media speculated that it cost nearly $100 million. This time, it brings music, art elements and fashion stars into an attempt to take full advantage of the young people's market to surpass Nike.

In Beijing's most important business areas, such as Xidan and Sanlitun, AdidasIsAllIn's huge video and huge posters are already fully developed. The work has always been a whimsical genius designer JeremyScott, singer. Eason Chan IKissedaGirl's super singer. Katie Perry (KatyPerry) and model Angelababy have become Adidas's new image spokesmen.

These seemingly unrelated spokesmen for Adidas are linked by the concept of "all in all" if you are engaged in a career you love. This is also a good opportunity to repair the split of its image. Adidas's three product line points: Sports Performance Series (adidasSportPerformance), sports classic series (adidasOriginals), sports fashion series (Y-3, adidasSLVR, adidasNEOLabel) finally have a unified proposition. Adidas has enriched the past sports star portfolios, such as soccer stars Beckham, Messi and NBA star DerrickRose, adding elements of pop music and Chaozhou people, which means that the classic sports and fashion product lines that originally represent street spirit and fashion spirit will occupy an increasingly important position in its future sales.

Adidas China has just recovered from the inventory crisis after the Beijing Olympics and is in urgent need of new revenue growth incentives. Although the sales scale of sports and sports classics is smaller than that of traditional sports performance series, its growth rate is faster than that of the latter. This has become the main direction of its future in the Chinese market.

Here it will encounter Li Ning Co, which launched a new brand image in 2010, and the new slogan of the latter is "MaketheChange". The leader of the three or four line city is hoping to snatch some of the fashionable young people from big cities from Adidas and Nike. At the same time, it is still unknown whether Adidas IsAllIn can beat Nike's personality and courage. In September 2009, Boston consulting partner Michael Hill foster published a new book, "women want more," which is known as a guide for marketers to win the world's largest and fastest growing market. According to the survey of 12 thousand women in 22 countries published by Hill, Adidas has become the most popular brand among women in spite of its great importance to women's market and its full efforts.