Adidas cut media spend by 25% during lockdown but now plans to ‘reaccelerate’
Sarah VizardThe sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Adidas hails effectiveness of #hometeam campaign but cuts spend in response to pandemic
Sarah VizardAdidas is upping spend on digital as it looks to make the most of the shift online.
Adidas’s partnership with Stonewall FC could be a game changer
Matt BarkerBy linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
Adidas ramps up key city strategy as it makes a play for Paris
Matt BarkerAs the French capital gets its gameface on ahead of the 2024 Olympics, Adidas explains how the city’s local creativity is feeding the brand’s international strategy.
How the streetwear spirit is transforming mainstream retail
Matt BarkerThe streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Changes at the top for Nike and Under Armour spark wider shift in sportswear
Matt BarkerWith fresh faces in the boardroom and new approaches to retail and marketing, sportswear’s big hitters are readying themselves for a challenging 12 months.
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Adidas: We over-invested in digital advertising
Sarah VizardAdidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
How Adidas is using creative narratives to build brand equity
Erin LyonsAdidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.
Adidas reduces focus on short-term metrics as it looks to protect brand health
Ellen HammettAdidas is changing the way it works internally and with agencies so it can focus on creating better media and marketing strategies and look after the long-term health of the brand.
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How Adidas is trying to shake off hiking’s ‘stale’ image
Erin LyonsFrom scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to a new generation of consumers.
How Adidas is evolving dark social to stay ahead of the game
Sarah VizardAdidas football is shaking up how it speaks to consumers, from using dark social to build a community to launching its first app and rethinking its “outdated” ad strategy, as it looks to stay one tackle ahead of the competition.
Strategic partnerships are helping the world’s most valuable brands accelerate growth
Ellen HammettPartnerships that embrace tech and make people’s lives easier are proving an effective way for brands to increase their value, according to this year’s BrandZ ranking.
Adidas, Instagram and Uber enter the BrandZ top 100 for the first time
Ellen HammettA willingness to embrace technology and innovate has seen three brands from the modern era enter the global BrandZ ranking for the first time.
Adidas on failing fast and creating a ‘kick-ass’ customer experience
Ellen HammettAdidas is moving away from trying to “fix everything”, instead working out where it can add the most value to the customer experience both online and in-store.
Adidas plays down Russia World Cup opportunity
Erin LyonsAmid concerns about whether the Russia World Cup presents a brand risk, Adidas’s CEO admits the event is not the sales opportunity it used to be, but says it still offers the chance to build the brand.