Hunting, Fishing, Cars and Travels!
A domestic sports products enterprise’s executive said that: “The consuming characteristics and behaciors of current consumers start to appear intricate changes, for instance, some people are more likely to abandon the old for the new, willing to attempt new things, and some people used to take part in only one sport, but at present maybe take part in many sports”.Take a middle-aged white collar for example. He might be a football fan and could play football if possible, meanwhile, he also periodically participates in badminton activities organized by the company and he still keeps company with his family to climb mountains on weekends. Physical trainings are not only one people’s exercise, but also have gradually become a kind of social tools and means.
Consequently, after reviving achievements and getting a steady development again in Chinese market, Adidas also has started its brand upgrade trip, which lays stress on the relation among goods and the relation among brands, and which is no more the limitations of each other.
Adidas launched the latest global brand promotion activity called “All Adidas” in March, 2011. Besides football and basketball stars, Chinese well-known movie stars also came to the stage. Adidas expected that through involving in various spheres, such as sports, music, fashion, etc, the brand’s attitude towards sports, culture and life could be conveyed. Adidas took FIFA World Player, Lionel Andres Messy for example. When he was eleven years old, he was diagnosed with bone growth obstacles because of lacking growing hormone, but this hasn’t stopped his love for football and eventually through hard work, he became one of the most outstanding football players.
So, for everything you do, great passion is needed and this kind of passion comes from your inner belief.
In fact, “All Adidas” is crossed the boundaries of age, gender and sporting events, which was abstracted out a kind of sports spirit, a kind of life attitude. Obviously, in future strategy, Adidas has laid more stress on various sporting resources under a comprehensive flag and no longer unilaterally emphasized a certain sporting event or a certain type of consumers.
However, every transformation implies new risks, and there are certain contradictions between sticking to oneself and bridging the limitations. Since 1920, this German company has always been famous for providing rigorous and professional sporting equipments, but now it is starting to emphasize the combination of sports and fashion. This not only means in future it will engage in more battles with brands, such as Kappa which has already integrated sports and fashion with success, but also means when competing with the global boss, Nike, it might care for one thing and lose sight of another owing to inattention. After all, every extension of brand’s connotation is an adventure. The original intension might be forgot if goes too far. Achieving counterattack by taking advantage of the rival’s slips, Adidas might make the similar mistake once more.