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Adidas and Marketing Communication Essay (Article)

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Updated: Nov 3rd, 2019


Adi Dessler lived in Germany in the 1920s and he had passion of establishing and running an organization in the shoe industry. For more than 8 decades, Adidas Corporation built a brand name in the world of sports footwear, apparel and accessories. Adidas brand commands a large market share because of its technology and innovative design that ensures that the firm maintains a competitive advantage.


According to Allen (2008, p. 5), building a brand using advertising incorporates three concepts that are brand equity that indicates the perception of a brand in the market, brand awareness and brand association. Brand association relates the customers to the brand and its effects on customer needs.

Branding helps change the perception and expectations of a target market. Adidas uses covert advertising where Adidas products are introduced in entertainment or movie industries with a character wearing Adidas shoes being shown. Celebrities are used to advertise the product because of their fame, power and influence. For instance, David Beckman wearing Adidas sportswear while playing football has been used as an advertising tool by the firm (Allen, 2008).

In brand awareness, adidas uses sponsoring and endorsement. The firm works together with successful personalities in the sports industry such as Mohammed Ali and David Beckman as sports ambassadors for Adidas Corporation. TheCompany has also collaborated with NBA stars with their merger with the firm being called “Basketball is Brotherhood.” Six NBA stars were chosen to help children in realizing their dreams by training them.

In addition to the above strategies, the firm utilizes sponsorship to market its brand name. For instance, the company helps in sponsoring events and teams worldwide. It has participated in various events such as the 2008 Beijing Marathon, London Marathon and it is the official sportswear partner in the 2012 Olympics Games. It also sponsors teams by providing uniforms to clubs such as Real Madrid and AC Milan.

In today’s changing market, companies are moving from product-based marketing to customer-oriented approach. Consumers taste and preferences are the focal point in marketing. Adidas is geared towards producing products that are tailor made with many benefits such as shoes that fit well, durable and strong.

Direct marketing

In today’s changing market, Adidas is moving from product-based marketing to consumer-oriented approach. Allen (2008, p, 6) argues that direct marketing involves various strategies that a company uses to communicate directly with the clients. Adidas has moved towards digital printing in the media by using consumer catalogs with visual images. Transmission and using images helps the clients to feel the quality of the products. Adidas is using tele-marketing strategies by creating a heavy media presence through print media.

The use of various sports magazines, ESPN magazines, show casing company products and TV campaigns make the firm take the first place in athletic games in session. Billboards of the company products have been spotted on various streets with enhancement of the visual element. Moreover, the firm uses the internet, sports social sites and by mailing directly to the clients informing them of the new products as other methods of marketing its products (Allen, 2008).

Personal selling

It is whereby sales agents are involved in selling the product directly to the customer. Hollenbeck (2007, p. 81) believes the art of photography is quality design can help sales agents convince customers easily hence being able to increase the sales revenue of the firm. The good brand name of Adidas has been earned using personal selling representatives of the company that sell the high quality products to the clients of the firm.

They therefore establish personal relationships with the clients that are vital for the creation and increase of the market share. Moreover, personal selling has affected the reputation of the company positively because individual consumers perceive the company positively. Packaging plays an important role in consumer purchasing decisions. It reflects the quality of the product, acts as a sales agent and advertising


In conclusion, consumers are important to an organization and Adidas Corporation has ensured that it achieves consumer satisfaction and loyalty. By producing high quality products, the firm ensures that it maintains the market share while maximizing profits. To market the product, the firm uses various strategies such as campaigns, personal selling, advertisements and use of goodwill ambassadors. All these marketing strategies have maintained communication between the firm and the customers.


Allen, C. (2008) Advertising and integrated brand promotion. New York: Cengage Learning.

Hollenbeck, C. (2007) Big Bucks Selling your Photography. New York: Amherst Media Inc.

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IvyPanda. (2019) 'Adidas and Marketing Communication'. 3 November.

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