Adidas kicks off Olympic marketing

Adidas is readying a programme of marketing activity to promote its sponsorship of Team GB after unveiling the official kit Stella McCartney designed for the national team to wear at this year’s Games.

Adidas

The kit, which launched yesterday (22 March) at the Tower of London, will feature throughout the sports manufacturer’s global ‘Take the Stage’ Olympic campaign.

It will be worn by all British competitors at this year’s Olympic and Paralympic Games including Jessica Ennis, Jack Rodwell and Phillips Idowu.

A spokesman for Adidas says the kit launch is the “start of our big Olympic push.”

He adds: ‘This is the brand’s first important moment of 2012 essentially. The kit is the most focal point of the sponsorship deal with Team GB and Paralympics GB and is a huge part of all our Olympic plans.”

Parts of the kit, such as the sports shoes, will be worn by other Adidas sponsored athletes from around the world as part of its wider Olympic marketing strategy.

Six replica ranges of the kit, will go on sale next month, including football, tennis, cycling, basketball, athletics and swimwear. It marks the first time consumers can purchase the “sportswear the athletes wear”, according to the spokesman.

Adidas’ tie-up with The British Olympic Association has fuelled its long-standing rivalry with Nike, who sponsors British athletes such as cyclist Mark Cavendish and long-distance runner Mo Farah.

Nike, the world’s largest sports manufacturer by sales, has voiced concerns over Team GB athletes being required to wear Adidas footwear at all times during the Games.

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