http://www.thirdwayblog.com/adidas/adidas-builds-garnett-a-shrine.html Straight Talk on Advertising from the Client Side Tue, 06 Jan 2009 08:54:52 +0000 http://wordpress.org/?v=2.0.4 http://www.thirdwayblog.com/adidas/adidas-builds-garnett-a-shrine.html#comment-56 Sat, 28 Jan 2006 23:09:42 +0000 http://www.thirdwayblog.com/adidas/adidas-builds-garnett-a-shrine.html#comment-56 I agree very much that Adidas has done a great job sneaking up on Nike and that these spots are more authentic to Adidas than the LeBron spots are to Nike. You make a good point about some of the scenarios being more relevant to shoes as well. We will both see what happens to Adidas and Garnett. Thanks for the well-considered comment. I agree very much that Adidas has done a great job sneaking up on Nike and that these spots are more authentic to Adidas than the LeBron spots are to Nike. You make a good point about some of the scenarios being more relevant to shoes as well. We will both see what happens to Adidas and Garnett. Thanks for the well-considered comment.

]]> http://www.thirdwayblog.com/adidas/adidas-builds-garnett-a-shrine.html#comment-55 Fri, 27 Jan 2006 20:56:48 +0000 http://www.thirdwayblog.com/adidas/adidas-builds-garnett-a-shrine.html#comment-55 Interesting. I've watched Adidas over the last couple of years rise up to challenge Nike in the sneaker/sports category. How have they done it? Pretty much all the ways you're criticizing them for: celebrate the athlete and hope the glow spills over to the brand. And, for the time being at least, it seems to be working. Just ask Nike. (Or read your review of the Lebron ads, which argues that Nike "blinked" in the face of Adidas pressure). I would argue the emotion and visual approach make it more Adidas than Nike - albeit a brand language and tone that may not have been around long enough to truly register with the viewer yet. (remember those ads with Ali fighting his daughter? the God figure making little basketball playing dolls? this is definitely in that world, not the Bernie Mac-as-preacher world of Nike) Also - like in Nike ads, there are people wearing Adidas throughout (on the kids in the playground, on the athlete himself as the hero, etc) which I think helps claim a little space for the brand.<BR/>I agree that this strategy is risky - athletes jump ship, contract to contract, and as they build this players reputation it could backfire if he jumps to Nike next year. And if Adidas doesn't start to claim it's own postion, one that doesn't rely on its athletes, it may not last. ("Just do it" has a place in the lexicon, "Impossible is nothing" does not. I'm guessing that will catch up to Adidas if they don't mark their territory with it)<BR/>But, in the meantime, I bet this campaign resonates with the audience, and will continue to build this brand in their current strartegy. <BR/>Now, will it sell sneakers? (or just as importantly) Raise Adidas stock prices? <BR/>Your guess is as good as mine. Interesting. I’ve watched Adidas over the last couple of years rise up to challenge Nike in the sneaker/sports category. How have they done it? Pretty much all the ways you’re criticizing them for: celebrate the athlete and hope the glow spills over to the brand. And, for the time being at least, it seems to be working. Just ask Nike. (Or read your review of the Lebron ads, which argues that Nike “blinked” in the face of Adidas pressure). I would argue the emotion and visual approach make it more Adidas than Nike - albeit a brand language and tone that may not have been around long enough to truly register with the viewer yet. (remember those ads with Ali fighting his daughter? the God figure making little basketball playing dolls? this is definitely in that world, not the Bernie Mac-as-preacher world of Nike) Also - like in Nike ads, there are people wearing Adidas throughout (on the kids in the playground, on the athlete himself as the hero, etc) which I think helps claim a little space for the brand.
I agree that this strategy is risky - athletes jump ship, contract to contract, and as they build this players reputation it could backfire if he jumps to Nike next year. And if Adidas doesn’t start to claim it’s own postion, one that doesn’t rely on its athletes, it may not last. (”Just do it” has a place in the lexicon, “Impossible is nothing” does not. I’m guessing that will catch up to Adidas if they don’t mark their territory with it)
But, in the meantime, I bet this campaign resonates with the audience, and will continue to build this brand in their current strartegy.
Now, will it sell sneakers? (or just as importantly) Raise Adidas stock prices?
Your guess is as good as mine.

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