Adidas’ 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 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.
From 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.
Adidas 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how it speaks to consumers, from using dark social to build a community to launching its first app and rethinking its “outdated” ad strategy, as it looks to stay one tackle ahead of the competition.
Partnerships 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.
A willingness to embrace technology and innovate has seen three brands from the modern era enter the global BrandZ ranking for the first time.
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Adidas 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.
Amid 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.
The sports giant’s brand boss says Adidas is giving its Tango Squads influencer communities a life beyond messaging apps through long-form video.
The most popular ads on YouTube last month included an educational music video from Shell and Anthony Joshua showing off his boxing skills on one of Dubai’s most exclusive skyscrapers.
Second-placed brands are giving the market leaders across a number of categories a run for their money by focusing on creativity, humour and digital innovation.
Brands such as Adidas, Apple and Ribena dominated February’s top 10, with Nintendo also featuring thanks to buzz around the launch of its new Switch home console.
Sports brands including Adidas, Nike and New Balance made it into the top 10 in January, alongside new ads from Sainsbury’s and Cisco.
Virgin Holidays has been crowned ‘campaign of the year’ in Marketing Week’s competition of 2016’s best marketing activity.