Adidas “Is All In”
Since both Nike’s and Adidas’s entry into the sports apparel and shoe market, Nike has been and still remains the number one seller. Adidas has set out to change their reputation with their newly revamped marketing campaign. One such Adidas commercial designed to attract new consumers first aired about a year ago targeting teens and young adults. Initially when viewing the commercial, I had a sense of inspiration because of its presentation. The commercial gave the impression that with Adidas gear, one could compete at their highest level. The video showed different views of star athletes, popular entertainers, and teenagers; each in their most stereotypical environment, doing what viewers know them best for (i.g athletes playing sports, entertainers performing, and teenagers hanging out). Adidas went “All in (Brettman)” with their new marketing ad, showing viewers the great diversity the company has. “"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson, president of Adidas America. (Brettman)” Their ad gave consumers a sense of inspiration and happiness, believing that with these new Adidas products they could achieve their goals.
The commercial begins with a rear view of a teenager jogging alone wearing a jacket the reads “Adidas” with the company’s logo across his back. Then the video transitions flashing short glimpses of the company’s sponsored athletes and musical artists such as Derrick Rose, Lionel Messi, B.o.B, and Katy Perry, each preparing for their game or performance with a look of focus and determination in their eyes. The crowds begin cheering while cameras are flashing as the various athletes and professional artists enter the stadium. Fireworks are set off exploding with bright lights outside the fields as strobe lights illuminate the areas waving back and forth. Their events soon