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Took advantage of the trend in mobile media advertising
early, before many
competitors.

The Respect M.E. ad campaign reached out to America's

youth.
Ahead of the curve on innovative advertising, due to limited
budget.
Partnership with MTV further enhanced its image of cool.
Attained consumer confidence and comfortability with the
adidas logo on their cell phones.

The adidas arcade-style soccer game applet creates a

complete brand
experience for users.
Breaking into the large, urban basketball market (U.S.)




Consumers on average receive no more than 8
minutes of adidas advertising
per year through all forms of broadcast media.
Many of its ad campaigns in Europe focused on older
consumers, and not the
key 12-24 demographic.
Rigid pricing structure.
Many adidas shoes are low quality and over-priced.
Limited product line.
A line of shoes targeted towards athletes (many
adidas are) should not be so heavy.


 

Video games can provide a brand experience
specifically aimed at the 12-24
year old demographic.
Digital media offers richer, more personal,
transactional experiences than
television or print.
Advertising through mobile media can be delivered
directly to a targeted
audience.
While having the portability of print, mobile media
devices are more time-
sensitive, providing continuous on-time delivery content.
3G-equipped cell phones allow users to browse the
web, watch movie clips and
sporting events, download music and play games; this
opens new doors for adidas.
Lag in technology adoption in the U.S. cell phone
market enables adidas to test
new products in Europe before launching them in the
U.S..
Target the achievers psychographic.
Trends in North America tend to have enormous
impact on consumer
preferences around the world threats .
Consumers may be annoyed by advertisements
intruding into their personal
lives (mobile media).
Pop-up blockers and digital video recorders provide
customers with ways to
avoid unwarranted messages.
 Scarcity of time available to directly address
consumers.
The dot-com-induced stock market decline of 2000
lost the confidence of many
would-be advocates of digital media.
Hard to measure the effectiveness of mobile
marketing in a rapidly changing
technological environment.
Advertising must be tailored to regional tastes in
different countries.
Out of adidas, Reebok, and Nike, adidas is the least
preferred brand among
consumers.
Failure to expand in North America could hamper
adidas prospects in Asia and
threaten its leadership in Europe, where Nike is growing.
 ADIDAS
Marketing Strategy