Digital marketing campaigns and strategy are primarily responsible for the recent success of Adidas, the leading sportswear manufacturer in Europe. Adidas leverages the power of digital channels to provide engaging and personalized experiences for its customers.
Adidas’ focus changes as consumer behavior changes with digital transformation. Adidas, for example, invests more than EUR 1 Billion in digitalization and digital marketing as part of “Own the Game,” its primary growth strategy up to 2025.
Take a look at the digital marketing strategies of Adidas.
Digitalization
Digital campaigns are the most significant part of the company’s marketing budget. Adidas describes itself as a “digital company” and wants to become the best sporting apparel brand in the world. The “best” is designing, manufacturing, and selling unique and comfortable sporting goods. To achieve this, digitalization is critical to their marketing strategies to inform their audience about their product. Adidas uses a variety of digital marketing channels, from YouTube commercials to social media posts that engage its audience.
Relationship with Consumers
Adidas strives to create experiences that are personalized and interactive with customers. Adidas creates excitement and enthusiasm about sports at a personal level. Brands use every possible touchpoint, such as mobile, social, and retail, to engage consumers and provide a unique and inspiring experience. Adidas uses digital analytics to gain insights into its customers’ behavior.
Engine Digital worked with the Adidas Digital Future Team to meet the audience’s needs. The agency had to define an end-to-end customer experience, allowing the sales team to guide the purchase through data visualizations and connected hardware.
Learn more about this project: Adidas – Using Data to choose the perfect shoe.
Open Source Innovations and Collaborations
Adidas invites everyone, including athletes, customers, and partners, to help shape the future of sports and sports culture. The focus is on creating unique, useful products that meet the needs of the world today and our common future. Adidas’s partnership with Parley for Oceans, which produced three new UltraBoosts from ocean plastic waste, is a great example of this type of creative collaboration.
Strategic Cities
Adidas’ marketing strategy is based on six cities: London, Los Angeles, New York, Paris, Shanghai, and Tokyo. These cities are influential in shaping consumer perceptions, trends, and purchasing decisions. Adidas spends a lot more money to market its products in these countries, but they differentiate the products that are advertised according to the culture and demands of each country. In Europe, Adidas focuses on soccer, while in the US, basketball and baseball are key subsidiaries.
Portfolio
The company constantly reviews its portfolio, focusing on its core brand: Adidas Reebok. Adidas, for example, repositioned Reebok in 2018 to increase profitability. Reebok collaborates with women like Victoria Beckham, women like Ariana Grand and Gigi Hasid who are changing the world and want to be more attractive to women.
Adidas’s Top Marketing Campaigns
Adidas’ marketing campaigns and advertising have always made an impression on young generations. Let’s look at 3 memorable Adidas campaigns to get a better understanding of the marketing strategy.
Impossible Is Nothing
Since 2004, Adidas has used this slogan to emphasize “The attitude Adidas shares in common with athletes all over the world- the desire for pushing yourself further, exceeding limits, and breaking new ground.”
The “Impossible Is Nothing” slogan evolved into something more inclusive and bigger in 2022. Adidas’ latest “Impossible Is Nothing” campaign includes female athletes who call on all women to “make the impossible possible every single day.”
Adidas shows that it is able to keep up with the changing world and new generations who demand equality.
Dare to create, Take the Deal
This campaign, launched in 2019, aims to inspire people to create bold statements with their style. The “Take the Deal, Dare to Create” campaign features athletes from diverse cultures who dare challenge the norm and develop their own style.
This campaign sends the message that you can be unique by being bold and taking the deal. Adidas suggests that its sportswear represents the best in creativity and uniqueness. It is ready to help you on your journey to discover your true self, and express it by what you wear.
When Football is Everything, Impossible Is Nothing
Adidas fueled the FIFA World Cup 2022 enthusiasm with a brand new version of their classic slogan, “When Football is Everything, Impossible is Nothing.”
In this commercial Adidas is a symbol for reunion and warmth. Lucio Dalla-Gasperinathe, Director of Global Brand Communications at Adidas says that this campaign’s focus on family reunions shows that football is a common passion that brings people together. Even the stars come back to such events. Adidas uses digital technology to create a nostalgic feeling in its audience.
The conclusion of the article is
Adidas’ digitalization process is dominated by digital marketing. To increase brand recognition, it uses multiple channels to connect with its audience. Adidas has developed a digital marketing strategy to help it grow, as the company isn’t satisfied with just being Europe’s number one sportswear manufacturer. It uses digital media to beat its largest competitor, Nike, at this game. You can read our blog about Nike’s marketing strategy if you’re curious what Nike has been doing. If you want to be ahead of the competition, discover the best sports marketing agencies.