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Essay / Research Paper Abstract
This 3 page paper examines the 2008 Olympic Adidas campaign. General marketing strategy for Adidas is discussed. Bibliography lists 6 sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA838a.rtf
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history, the new promotional campaign launched at the 2008 Olympics must be evaluated. While the summer Olympics just ended, will the campaign be an overall success? First, it should
be said that attention to the Olympics is not new for this company. In 1996, the company would provide equipment for six thousand Olympians ("History," 2008). It is also noted
that in the year 2000, its participation in the Olympics with Olympian Ian Thorpe a winner had contribute to the firms success ("History," 2008). While Adidas has previously been involved
with sport events that has enhanced its image, it had once lost to Nike in that same arena. In 2002, Nike wanted to embark on a FIFA advertising campaign (Lindstrom,
Seybold & Brown, 2004). Nike asked the winners to wear a specific sign on their shirt, a scorpion, and many liked the idea of wearing a secret sign (Lindstrom, Seybold
& Brown, 2004). This occurred during the World Cup event in Korea (Lindstrom, Seybold & Brown, 2004). Adidas was the sole sponsor of the event, but Nike won in terms
of branding as well as in equity share (Lindstrom, Seybold & Brown, 2004). Why did the campaign work? Authors explain: "A feeling of closeness is fostered among those who understand
the message. If you cant decode the message, you dont belong" (Lindstrom, Seybold & Brown, 2004, p.85). Nike understands marketing. Liddell explains that Nike is focused on brand (Richardson, 2005).
While Adidas may be in the mix for the Olympics, participation is not a guaranteed success. Yet, while Adidas has not competed well in the past, the Beijing
campaign is different. For example, the company has taken a turn and embraced a "China-only strategy" for its television commercials (Kang, 2008). Some might say that Adidas has put all
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