Adidas Promotional Strategies

Adidas is one of the oldest and top brands in the sports and footwear market. Adidas has various products, and the major product is footwear which comes in various designs and styles. The aim of Adidas is to be the best sports brand in the world and give the best footwear to their customers which has the combination of technology and design. The consumer is at the heart of everything that Adidas does. The brand strives to build a strong image, trust, and loyal consumers by constantly developing desirable products and inspiring experiences. Adidas has used all the traditional advertising medium like television ads, billboards, social media, printouts etc. to grab consumer’s attention. However, the same strategies are used by many other brands in the market making it harder for the companies to capture the attention of valuable audience.

Upon understanding the competitive market scenario apart from traditional medium, Adidas opted for different approach like storytelling as marketing concept to connect with consumers to promote the brand and product. Basically, storytelling is to connect the brand with an idea and emotion. Humans are extremely emotional, and these emotions drives action. Thus, storytelling allows consumers to draw connection between the product/brand and their emotions and are enticed to buy or use the product. Adidas was smart to adopt this concept to drive sales.

Storytelling strategies in Adidas include various campaign like making sporting superstars, celebrities, everyday athletes, and regular people to share their stories. This strategy helps the brand to build strong relationship with the consumers as the consumers can relate to those emotions. If the bond between the consumers and the brand is strong, it becomes easier for the company to give more information about their product and attract new consumers and retain loyal customers.

Apart from sharing personal stories, Adidas is promoting its brand by involving with creating social awareness which further strengthens its bond with the consumers. Some of the project involving social awareness are “#MyGirls” and “#Superstars” to promote women and ordinary athletes. The image below is one of the promotional poster of storytelling strategy of Adidas.

                                            

This marketing approach of storytelling has helped Adidas to build a strong and positive image thus capturing more consumers.