Here’s what you need to know about Adidas’ marketing strategy. Adidas is a multinational corporation founded in 1949 that manufactures sportswear, footwear and other fashion accessories. As a successful German firm, it’s one of the most influential brands in the world today. However, this didn’t happen overnight. Adidas follows a digital marketing strategy to maintain its power. Continue reading to learn more about Adidas’ marketing strategy.
Adidas’ Marketing Strategy
Adidas knows how to implement its marketing strategy. The professionals at Adidas use it to remain on top of its main competitor, Nike. Adidas uses an advanced commerce channel that allows them to adapt to the latest changes.
What is Adidas’ Marketing Strategy?
The professionals at Adidas use several technology, high-speed manufacturing and their relationship with their customers to create and sustain the brand’s digital marketing strategy. Here is a breakdown of the methods and tools used in Adidas’ marketing strategy.
The Technology of Adidas’ Marketing Strategy
Since 2015, the Adidas marketing strategy has been using the slogan “creating the new.” The phrase evokes constant creation and novelty. Simply put, the slogan is exciting. The professionals behind the brand use such an exciting slogan because want Adidas to become the best global sportswear brand. But this is just one of the several methods they use.
Adidas also uses digitization to achieve its goal. They can focus on offering the best product by designing, manufacturing, and selling the best sporting goods worldwide. Digitation is an essential component of promotion within Adidas’ marketing strategy.
Similarly, technology allows them to compete with their strongest rival, Nike. Adidas spends 90 percent of its marketing budget on social media and digital campaigns.
Part of Adidas’ marketing plan is focused on high-speed manufacturing. For instance, the company digitizes production using 3D printing technology and Speedfactory robotics in Ansbach.
They created their Futurecraft 4D shoes with 3D printing. This manufacturing process is helpful since it allows them to design and create product more efficiently — and when it comes to offering sports shoes with an innovative and personalized touch.
The Relationship With Its Consumers
Companies today must relate to their customers if they want to be successful. Today’s customers are active customers. As a specific example, Adidas uses mobile devices to connect to the people following the brand and to make themselves relatable to consumers.
The most important thing for this company is to be in every place where its target audience is. They offer multichannel, unique experiences through digital analysis and other technological elements.
Collaborations are also a great way to have a better connection with consumers. For instance, as part of its marketing strategy, Adidas collaborated with Engine Digital and the Adidas Digital Future team to create Run Genie.
Run Genie is a digital tool that helps sales associates enhance customers’ experiences when they’re searching for the perfect running shoe. With Run Genie, they can use specific data to get better results faster. This means the customers will be happier and Adidas’ profits will be higher.
Customers can improve their relationship with Adidas because Adidas uses technology to improve its marketing strategy and the shopping experience at the same time.
Strategic Cities of Adidas’s Marketing Strategy
Adidas’ marketing strategy focuses on six cities: Los Angeles, London, Paris, New York, Tokyo and Shanghai. These cities have allowed Adidas to have a better perception of trends so Adidas can meet the needs of consumers. The trends are different depending on location.
For example, in Europe, the brand focuses on selling football-related products. While in the United States, many affiliates are associated with baseball and basketball. North America has a total share of 40 percent. It’s the largest share in the sporting goods industry.
Open-source innovation is an essential part of Adidas’ marketing strategy. The objective is to learn, share and contribute to sports culture. Adidas has collaborated with partners, athletes, creatives, consumers and even singers. Adidas’ amount and quality of collaborations are one of the reasons why they constantly surprise the sports market with incredible products.
For instance, they collaborated with 72AndSunny to create the campaign “Calling All Creators”.
Do You Want a Marketing Strategy Like Adidas for Your Brand?
Adidas continues to work to become the best sporting goods company. They continue to succeed due to their innovation, rapid manufacturing and collaborations. Because of Adidas’ variety, the brand maintains constant growth and profitability.
Your brand can also have a marketing strategy that helps you reach your target audience and increase sales. At BluCactus, we can help you create a strategy similar to Adidas’ marketing strategy so you can achieve success.
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