Adidas is the second largest sports apparel company which is often involved in different major sporting events such as in the National Basketball Assocciation, National Football League, and Major League Baseball (Athlete Promotions). One of its products which gained global popularity is its shoes which are endorsed by famous celebrities particularly athletes. With the help of the endorser’s influence and persuasion through commercial ads, the product becomes popular and sold worldwide, which brings good news to the company.
Among the hundreds of athletes that is under the endorsement of Adidas, David Beckham, a superstar soccer player, will be the most effective brand endorser. According to Zafar, Beckham has proven to have an extremely charismatic personality, and his natural charisma makes people draw closer to him, and to whatever he is endorsing (Perloff 155). Second, he is credible for such endorsements because of his good communication to public (Perloff 166). In relation to credibility factors, he may have the same level of skills like the football players in the league, but his involvement in champion teams added to his goodwill (Zafar). Furthermore, his charity works contributed to his trustworthiness traits (Forbes). In addition to source characteristics, his charisma, charitable works, and gentleness are most likeable by many people across the globe (Perloff 175). Also, his physical attributes and being an athlete will make him fit further as Adidas brand endorser.
In my own opinion, the reason why Beckham is chosen is because he has used all the necessary traits to be an effective communicator. He has maintained good public figure and quality, as well as a good record in his football career. He also showed that he has concern for volunterism and some of his money is being sent to charity. Maintaining such figure is important because it is what the society wanted to see along with the physical looks, which is the primary basis of all stereotypes that compromises most of the society’s members.
Works Cited
"Adidas Endorsers - Athletes Endorsed by Adidas - AthletePromotions." Adidas Endorsers - Athletes Endorsed by Adidas - AthletePromotions. 2016. Web. 20 Feb. 2016.
"David Beckham." Forbes. Forbes Magazine, 2015. Web. 20 Feb. 2016.
Perloff, Richard. The Dynamics of Persuassion: Communications and Attitudes in the 21st Century. 4th ed. New York: Taylor & Francis, 2010. Print.
Zafar, Emad. "Match Point Beckham: An Extraordinarily Charismatic But, at Most, an ‘ordinary’ Player." Web log post. The Express Tribune Blogs. 2013. Web. 20 Feb. 2016.
