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Adidas publicity campaign: "Impossible is nothing"

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case study
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  1. Introduction
  2. Environmental and market analysis
    1. Environment
    2. Structure and evolution of the market
    3. Customers and distributors
  3. Analysis of the competition
    1. Inter-segmental competition
    2. Inter-product competition
  4. Internal analysis of the company
    1. Economic performances of the company
    2. Production
    3. Communication policy and brand image
    4. Target
    5. Price policy
    6. Critical analysis of the marketing-mix
  5. SWOT Analysis
  6. Conclusion

The German group Adidas that is ranked second on the global market for sports equipment has over time been able to create a name for it. Despite increasing competition, Adidas has managed to remain competitive while maintaining its brand image with all that it implies: its values, principles, and the epitome of sport.

In an environment where practices, expectations and consumption patterns are constantly changing, this study will try to analyze their campaign "Impossible is nothing" that this giant had used for communicating with customers and potential customers.

In this context, Adidas has built its communications program to educate its target audience. The short films produced for the brand include intimate confessions where they athletic achievement is not put forward, but the success of personal challenges faced by the athletes are highlighted. For the study, a campaign launched in 2004, with advertising in sports stars showing a relatively original staging was chosen. In this regard, these commercials were the first in a long line that continues to be shown on televisions and endure appeal to the general public.

The Adidas Group is the world number 2 in the market for sporting goods. Its headquarters are in Herzogenaurach, near Nuremberg in Germany. The company employs more than 13,000 employees and has 60 subsidiaries around the world.

Founded in the 1920s, the company invented the sponsorship of the Olympic champions in 1928, trying to work upstream with sports federations and by developing the visual identity of the brand (the famous three stripes). In the 1980s, the brand tends to forget its identity of high-tech sport and positions itself as a brand of leisure, either selling jeans, jackets, sportswear and dress shoes: this policy results in a failure. Since the mid-1990s, the brand seeks to re-position itself as a "real" sports brand, allowing it to increase its revenues and become profitable.

In recent years, the group recorded strong growth in the European market, particularly in France, Italy and the United Kingdom. In early 2006, the group Adidas acquired Reebok brand to strengthen its global sports equipment.

The advertising campaign chosen to study was produced by TBWA Worldwide agency in cooperation with the agency 180 Amsterdam. It is therefore interesting to make a brief presentation of these two agencies to better understand later the development of the country studied. First is a presentation of the agency 180Amsterdam followed by the presentation of the most famous agency TBWA.

180 The agency was founded in 1998 in Amsterdam by those who wish to remain anonymous. The founders wanted the company to belong to all who work there, so they do not display their names above the door.
Originally, their first client was Adidas and they worked together for nine years. Moreover, 180 appreciates the long-term relationships.

TBWA is one of the top ten agency networks based in the United States composed of 258 agencies around the world complete with expertise in all disciplines required for positioning, launching and long-term management of brands. The agency works from the first idea of advertising to its completion..

Tags: Adidas sporting goods company, advertising campaign, agencies, 180Amsterdam and TBWA

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