Adidas – Top 3 marketing strategies that made it big !
Adidas!! I am sure you have heard this name before. It is a German multinational corporation that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike.
History:- The company was founded by Adolf “Adi” Dassler who made sports shoes in his mothers laundry room in Herzogenaurach, Germany after his return from World War I. In July 1924, his older brother Rudolf joined the business, which became “Dassler Brothers Shoe Factory”. And the rest is history!!
Top 3 marketing strategies for Adidas
Digital and technology
Adidas’s five-year strategy that issued in 2015 has the name “Creating the New”. Describing itself as a digital company, Adidas wants to be the world’s best sporting brand. In order to achieve this, they use digital marketing and technology as the key part of their marketing strategy. For the “Best” means designing, building and selling the best sports goods in the world. The company spends 90% of its marketing budget on digital campaigns and social media.
Link to their Instagram page- https://instagram.com/adidas?igshid=YmMyMTA2M2Y=
Relationship with consumers
They try to interact with their customers and create strong connections and personalized experiences with them. In other words, they create enthusiasm and excitement about sports on a personal level. The brand takes every touchpoint like mobile, social and retail that consumers can interact to provide a consistent experience. By taking observations from digital analysis, Adidas tries to be everywhere its consumers are. This strategy not only helps them to build a strong connection with their users but also helps them to maximize their sales.
Open-source innovations and collaborations
Adidas opens its doors for all the creative including athletes, world-famous football players, consumers and other celebrities to create, share and to collaborate with their company. They try to bring cool and eco-friendly products to the market. For example:- Parley For the Ocean cooperation is a part of that initiative which includes producing 3 new UltraBoost models from plastic waste from the sea.
Adidas has always come up with some of the most creative campaigns and its creative team has never failed to boost the confidence of sports lovers and youngsters in the company worldwide. Adidas has maintained its authenticity and credibility by always catering to its target market by providing quality products.
Watch to know how D2C Brands like Adidas Work