Adidas Brand: An Analysis of Marketing, Targeting and Brand Essence

This essay provides an analysis of the Adidas brand, highlighting its innovation-driven approach and marketing strategies. It discusses how Adidas targets both children and adults with a strong interest in sports and fitness, primarily focusing on consumers aged 15-30 from the upper-middle class. The brand employs user & benefit positioning strategies to create a unique image, emphasizing high-quality products from a trustworthy brand to maintain its brand essence. Adidas continuously tests new products to improve athletic footwear and experiences for its customers, setting it apart from competitors.

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Adidas brand
There are many brands which exist in the market today and Adidas brand appears to be one of
the renowned ones. This particular brand is fueled by innovation and a call to action. Besides,
whether on the court, on the street, or on the field, creativity is the drive for everything that the
Adidas brand does. For many years, this brand has focused on producing the best products, the
best experiences, and the best services for all its customers. Unlike its leading competing brands,
Adidas is continuously putting new products into test in an attempt to make the best shoes for
every athlete (SRI Shoe Warehouse, par.5).
Adidas makes use of differentiated targeting stratagem to target both children and adults who
have strong yearnings for sports and fitness. Even though it aims at reaching consumers who fall
in the age set of between 13-40 years old, many of Adidas’ clients fall between the age of 15-30
and come from luxurious or upper mid class of consumers. This brand uses user & benefit
positioning strategies to create unique image in the mind of every potential consumer. Through
accentuating the value of high-quality commodities from a trustworthy brand, Adidas has the
capacity to maintain its brand essence in the market (Bhasin par. 4).

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Works Cited
Bhasin, Hitesh. "Marketing strategy of Adidas." 15 December 2017. MARKETINGG91.
https://www.marketing91.com/marketing-strategy-of-adidas/. 14 january 2019.
Warehouse, SRI Shoe. SRI Shoe Warehouse. 02 March 2016.
https://www.srishoes.com/blogs/news/3-outstanding-reasons-adidas-is-better-than-nike.
14 January 2019.

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