A group of runners getting their warmup before a run, a transgender person getting ready for the first competition, two MMA fighters looking at each other bravely before combat, an organization cleaning a beach to save the ocean – One unexpected commonality between this scenes is all related to one clothing brand. Adidas’ branding transmits a strong mindset, demonstrating a must-know identity. They invest in willful sponsorships and successful celebrities, and inclusive product packaging that all together conducts a spirit of exclusivity, diversity, courage, and equal opportunities, recapping the importance of equality among all types of people, a healthy environment and the priority to build an athletic and comfortable future, using these branding strategies, Adidas brings an effective way of thinking that reminds their particular advertisements and their identity.
According to the video from the official channel of Adidas on youtube, Adidas alleges that “Now is the time to keep moving, to pull together, to share skills and when you are getting into the court, into the boxing ring, into the starting line, we will be ready, and soon you will see that the impossible turns in possible.” The brand also emphasized this lifestyle over their outstanding motto and their minimalist, adaptative logo (Adidas). Their motto “Impossible is nothing” offers motivation to the universal struggle of an incapable and unmotivated athlete that needs motivation to reach their objectives and then keep moving (Adidas). This motto appears in hashtags all over their social media, and usually are connected to actions that are thought to be almost impossible, such as a person who is blind crossing the finishing line of a running championship (@adidas). Also, Adidas’ most known logo, “the mountain” offers a hidden message that portrays a mindset of courage, focus, and strength: three minimalist stripes forming a triangle pointing to the top that looks like a mountain, that represents the challenges and obstacles that athletes climb when following their dreams or objectives. Effective branding means a brand that stands out from others. And the presence of Adidas is one of the most recognizable in the world through its three-stripes logo and the name itself in lower case letters which means that they are easily open to adjustments and can adequately be a brand that stands out from others (Pool).
Moreover Adidas uses the sponsorship of events and individuals that evoke ideas of freedom, individuality, encouragement, friendship, and equality. Their sponsorships are mainly of athletes participating in multiple sports such as athletics, volleyball, basketball, soccer, skateboarding, tennis, mountain climbing, and others. The images of the athletes communicate encouragement and motivation. For example, one of the most successful and legendary boxers of all time named Muhammed Ali in one of his speeches with clarity and simplicity says that “Impossible is not a fact, it’s an opinion, impossible is not a declaration, it’s a dare, impossible is potential, impossible is nothing.” Besides that, athletes aren’t the only type of people that Adidas sponsors. In their social media you can see singers, models, and activists. Like the athletes, these personas are also unique and carry feelings among the consumers, and what connects all of them is the precise placement of the Adidas logo or the three stripes in their clothes or adornments. Through the sponsorships of individuals, Adidas focuses less on product exhibitions and more on associating its products with a successful, dedicated, and inspiring persona that consumers aspire to. In addition, Adidas has sponsored some events that are global and unique. A great example is the Fifa World Cup which is the most valuable soccer championship in the whole world that conveys a competitive spirit. Also one incredible branding strategy is to build deep emotional ties and connections with consumers and Adidas has used this strategy through their sponsorships, such as placing their products in the World Cup events somewhere on the field, or in the official ball or in players’ jerseys. Adidas also has on their official website a specific place where you can see all the balls sponsored by them from 1970 till 2022. With that their consumers can associate with their pleasant memories of watching games with their families and friends. Through those sponsorships and events that span the globe from Europe to America and Asia, Adidas reveals how important and far-reaching the desire to make part of a community that joins important and remarkable events and individuals is.
It’s also interesting to notice how Adidas’ branding strategies are positively influenced by their partners that work together to show their consumers a key value of the brand: sustainability. On their official website, they note: “Adidas wants the world to see new possibilities or solutions to help end plastic waste, so we always have a place to socialize, exercise and play sports. Adidas also sees new possibilities for the world where we can make it a better place, giving athletes around the world daily opportunities to become the best in the world making the impossible become possible”. Adidas outlines how they help people with this turn from impossible to possible on their website and social media, which lists their four partners and how they can save the oceans from plastic and turn and return sustainable materials in fashion. For example, two of the most successful Adidas partners Parley and Bolt threads are associations that in sync are adequate to reuse plastic waste collected from remote islands, beaches, coastal communities, and coastlines and turn it into brand-new technological shoes. Another partner AllBirds creates an ecological innovation that gets high-performance products with lower emissions of carbon in manufacture. Through their partners, Adidas demonstrates how they are extremely concerned to present themselves as ecological, sustainable, and fashion friendly. This appeals to a consumer audience who wants to feel and be part of a community that restates the values of the end of the ocean plastic and wants to preserve it.
Throughout the years Adidas has been putting effort and working on improving even more consumer experiences while receiving and unboxing brand-new products and unboxing those. Although Adidas product packaging might not seem appealing to part of their consumers since the brand has a minimalistic and “simple” design in their boxes. Some consumers could even think of Adidas product packaging and buying experience as something boring and cheap. Although, when talking about product packaging consumers have to consider many other aspects other than the design. Adidas uses renewable technology in their conventional boxes of shoes and also offers vegan packages for consumers who are part of the vegan community. Which is also another example of their branding strategies because it is something that makes this type of consumer feel special and embraced by the brand. For high technology products such as Adidas 4D shoes, the brand uses exclusive and unique packaging keeping their premium and minimalistic design.
Finally, Adidas is a global company that develops and manufactures shoes, clothes, and accessories. It was founded and is still based in Germany. Many people appreciate Adidas since they sell a variety of goods such as men’s and women’s apparel, footwear, and collectibles. Adidas’ advantages and services include constant attempts to improve the brand to keep its position in a competitive market by increasing quality, appearance, and designs to meet customer requirements. Also their organization that specializes in being innovative to attract more customers and meet its sales goals. Adidas has been developing various technologies and strategies to brand and grow more and more as a supportive and sustainable company.
Works Cited
Aanmelden of Registreren Om Te Bekijken. www.facebook.com/unsupportedbrowser.
Adidas. www.adidas.com.br.
adidas. “Adidas | End Plastic Waste | Episode 1: Breaking Point.” YouTube, 15 Jan. 2021, www.youtube.com/watch?v=J2GENjc_7ac.
—. “Adidas | Ready for Sport.” YouTube, 28 Apr. 2020, www.youtube.com/watch?v=Rwk5PdpTxSU.
Sy, Anne-Gaëlle. “Top 5 Adidas Ads and Secrets to the Brand’s Success.” Sortlist Blog, 13 Dec. 2021, www.sortlist.com/blog/adidas-ads.
World Soccer Shop. “Adidas There Will Be Haters.” YouTube, 19 Jan. 2015, www.youtube.com/watch?v=vQto05XK0ro&feature=youtu.be.
