Adidas is the leading marketer and producer of sportswear while facing competition from rival, Nike. The company’s remarkable marketing strategies have been as a result of modern and new technologies, especially in advertising. The organization targets consumers from all over the world making its advertisement strategies a major part of their marketing. Adidas has managed to keep up with the challenging consumer demand over the years due to the approaches used in their advertisements. For most of their adverts, the use the motivation and learning concept to attract the consumers who can easily relate with the advert.
2015 ad
https://www.youtube.com/watch?v=x5UfNmZ4-Pg
The advert uses Lionel Messi as the advert character to attract the audience because there are many fans of the footballer. The advert uses a message that intends to provide encouragement and inspiration to athletes. The main message is that to be the greatest player; one has to avoid getting affected by haters. Lionel Messi uses inspirational words and tone that targets football fans by telling them that they should ignore what haters say. The advert uses the motivation and learning theory by using Messi as the inspiration for the audience who look up to him. The message of ignoring negative vibe is used as motivation as well as a learning concept. The advert begins with a hater’s message that seems to intimidate Messi’s ambition and dream to be a professional footballer. He listens to the message from the hater and later tells him to shut up. Messi clearly ignores the negative comments from the hater and eventually makes it in his football career. The tone used in the advert is intimidating and loud. The tone is intended to convince Messi that he is not sufficient to be a successful football player.
Messi is used in the advert to show the importance of standing strong despite negativities from haters. Messi’s football skills started while playing in the local stadiums before getting to the senior league matches. Therefore, the advert’s title appears to fit the player’s life because he appears to have experienced the hater’s remarks. The hater in the advert claims that Messi would never be a legend, hero or the greatest footballer who ever lived. In reality, Lionel Messi is considered one of the most successful footballers in the world alongside Cristiano Ronaldo. The advert profits by motivating the audience to .be like Messi, who does not listen to haters. The attitude of Messi affects the behavior of the audience as it shows the importance of being positive and going for what you want (Peng, Jiaojiao & Serena, 78). Therefore, since Adidas is a company that deals with sportswear, they intentionally use Messi in the advert to attract a sports audience.
2014 ad
https://www.youtube.com/watch?v=fRYGQUEcAgM
The advert uses various famous players David Beckham, Zinedine Zidane, Gareth Bale, and Lucas Moura. The four players participate in a play station game before they start playing around with the ball. The passing of the ball between the four players is professionally done as they intend to show the effect of Adidas shoes. Beckham and Zinedine challenge Bale and Lucas and they begin kicking the ball around the house. They even break down some trophies in the house built that doesn’t stop them from playing. The trophies are worth 22 years of David Beckham’s career, but he seems more interested in the game that he does not care about the trophies (Cooper, 56). Eventually, Zinedine and Beckham win against Lucas and Bale.
The message of the advert is the effect of the Adidas shoes in the game. The four players are known for their professionalism in the sport all over the world. They all have Adidas shoes that help them make such excellent passes. The brand benefits from the advert because many people perceive and look up to the four players. The brand achieves its mission of attracting consumers from all over the world and in a wide variety. The attitude and belief according to Maslow’s theory of hierarchical needs seem to play a major role in the advertisement. The four players are known for their professionalism making people believe that it is as a result of the type of footwear.
2016 ad
https://www.youtube.com/watch?v=t8APOFub0Pc
The advert introduces the world to the latest version of Adidas female shoes fit for running called PureBoost X. Over the years, Adidas had mainly focused on male footwear until recently. The PureBoost X is suitable for running because it is sleek and form fitting. The advert shows women who run across the streets in their PureBoost X shoes that do guarantee not only high performance but also high fashion.
The message of the advert is emphasized by the background music that supports the title ‘I am positive energy.’ The music gives the advert a sense of motivation to the audience as well as the fit women athletes running. The advert according to Maslow’s hierarchy of needs uses motivation to attract consumers of the new product. The target audience for the advert is female athletes as the shoes have been designed only for women despite being an adaptation of the male shoe. The advertisement has used the modern day woman and fashion sense to attract more consumers. Unlike the other previous adverts, it does not use famous athletes. However, the characters provide the illusion and perception that their new Adidas shoe is fit and suitable for women athletes. Therefore, the belief and attitude play a major role in the advert’s effect on the audience.
Adidas is known for making sure that young men and women in the sports sector are comfortable in their shoes. The brand uses advertisements as a way of marketing their sportswear. The marketing strategy has been effective as the brand has gained more and more clients all over the world. Adidas focuses on the consumer’s needs and preferences for effective and high performance.
Work Cited
Cooper, Keith. Adidas. The Story as told by people who have lived and are living it. Adidas,
2011. Print.
Peng, Yangjun, Jiaojiao Chen, & Serena Narain. Adidas. Singapore; Page One, 2007. Print.
Leo Messi: There will be haters- Adidas Football. Retrieved from:
https://www.youtube.com/watch?v=x5UfNmZ4-Pg
Adidas David Beckham, Gareth Bale, Lucas Moura e Zinedine Zidane. Retrieved from:
https://www.youtube.com/watch?v=fRYGQUEcAgM
Adidas Running | PureBOOST X - I AM POSITIVE ENERGY. Retrieved from:
https://www.youtube.com/watch?v=t8APOFub0Pc
