It is game seven of the NBA finals, the game has seconds
left, and the league all-star hits a buzzer beater. That is a dream for many
basketball players today because they want to be like that all-star. Now dig
deeper into the situation. What type of shoes was the player wearing? Well, it
could be a big branding strategy to have that player wear your company’s shoes,
and for all the basketball players across the world see them and want to buy
them. Adidas may not necessarily focus on this type of situation, but the
company has been focusing heavily on endorsing in the last few months
Adidas is a very large company, with high hopes to stay on
the top of the sports market. They have been sponsoring many teams in the past,
but are now looking to shift away from that. The brand of Adidas will be almost
completely portrayed through endorsements of players. Adidas believes that this
will generate more cash inflow due to people looking to be similar to the
athletes wearing their gear, excluding uniforms. The company is taking many
‘shots in the dark’ because they have endorsed many rookies who could end up
being out of their respected leagues in no time. Adidas is hoping that this new
brand strategy will propel not only their business, but make everyone believe
that Adidas is the superior brand in the world.
Do you believe that Adidas is making the correct move by
moving away from team sponsors and more toward player endorsements? Why?
Do you think that Adidas is a dying brand? If yes, what do
you think they need to survive? If no, what makes you think they are still
thriving?
Resource:
http://www.nicekicks.com/interview-adidas-basketballs-sports-marketing-director-discusses-new-brand-strategy/
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