Adidas, the #2 athletic footwear maker, is branching out into new arenas; creating films for social-networking sites as part of its annual spring marketing campaign and collaborating with hip fashion label Diesel in time for New York Fashion week.
As part of its overall "Celebrate Originality," global brand message, beginning this week, Adidas will begin to debut four original films on popular online sites Facebook and YouTube. The first is about the company's founder, Adi Dassler, and chronicles how his shoe evolved from a sports shoe to popular everyday footwear. Adidas will also host a community page on Facebook with a variety of information and applications.
While the marketing spending is undisclosed, it is believed to be "the biggest" campaign the company has done in its 49-year history. "There are two key pillars to the campaign," said Hermann Deininger, chief marketing officer of the adidas sport style division. "One is retail and the second is digital." Adidas will reformat some of its 80 worldwide stores into an "atelier" concept, allowing visitors to design their own shoes and send pictures and videos to a large wall within the store.
On another front, Adidas is pairing with Italian jeansmaker Diesel to create four styles of jeans called "adidas Originals Denim by Diesel." The line, which includes two mens and two womens jeans in four different washes, was shown at Fashion Week in New York on Sunday. The jeans will be available exclusively at adidas stores and retail for $160 to $210. This is Adidas' first foray into completely non-sports product segment.
John Shanley, an analyst with Susquehanna Financial Group, said the campaign fits in with a trend of merging fashion and athletics trends. "I think it makes a lot of sense," he said. "Casualwear is where most of the business is done (in the athletic sector). Technical or performance products are a relatively small part of the overall market."
Watch the new above mentioned YouTub Ad in this trend:
Adidas Celebrates Originality
Targets YouTube, Facebook, Collaborates with Diesel
Trend Themes
1. Social Media Marketing - With Adidas creating original films for promotion purposes for popular online social networking platforms like Facebook and YouTube it has identified the trend of social media marketing.
2. Retail Innovation - Adidas is revolutionizing retail by restructuring its stores into a customizable atelier concept which is an innovation opportunity for retail service providers to offer customizable shopping experience.
3. Fashion-athletic Collaboration - The trend of merging fashion and athletics trends is being realized by Adidas' collaboration with Italian Jeans wear company Diesel to create non-sport product segments signaling opportunity for athletic brand manufacturers to collaborate with fashion labels for product diversification and market expansion.
Industry Implications
1. Athletic Footwear Industry - Players in the athletic footwear industry can look at innovating their spending pattern to strive for innovative, effective and efficient promotions by means of Social media.
2. Retail Industry - Retailers can take advantage of the customized interactive atelier model pervasive on Adidas store, thus providing a more personable shopping experience to customers.
3. Fashion Industry - Fashion industry players can collaborate with athletic brands to introduce non-sport product segments as it caters to the merging of fashion and athletic clothing trends.