LEI3011 Marketing Critique: Adidas 'All Adidas' Campaign Analysis

This report critically analyzes Adidas's 'All Adidas' global marketing campaign, launched in 2011, examining its key drivers, pros, and cons. The campaign aimed to showcase Adidas's diverse presence across the sports industry by merging its Sport Style, Originals, and Sport Performance sub-brands. The report discusses the campaign's message, which emphasizes passion and inclusion, and its target audience of 12-25 year olds interested in music, fashion, and sports. It also explores the marketing communication channels used, including TV advertisements, online media, and celebrity endorsements, and analyzes the campaign's objectives, such as changing customer perception and gaining market share. The report further discusses marketing trends in the sports industry, theoretical aspects of customer buying behavior, and the interrelationship between the marketing campaign and changing marketing trends. Desklib offers similar assignments and resources for students.

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Table of contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Campaign Story...........................................................................................................................2
Campaign message......................................................................................................................3
Marketing communication channels............................................................................................4
Campaign objectives....................................................................................................................5
Marketing trends in the sports industry.......................................................................................5
Theoretical aspects of customer buying behavior.......................................................................6
Interrelationship between the marketing campaign and changing marketing trends in the sports
industry........................................................................................................................................8
Conclusion.......................................................................................................................................9
Reference list.................................................................................................................................11
Appendices....................................................................................................................................13
Appendix 1.................................................................................................................................13
Appendix 2.................................................................................................................................13
Appendix 3.................................................................................................................................14

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Introduction
Marketing campaign plays a significant role for reaching to the clients, customers and
stakeholders (Newman, Peck and Wilhide 2017). In the competitive business environment,
marketing campaign is being considered as one of the important marketing initiative for
developing a strong image on customers mind. The marketing campaign is also being considered
as the game changing move adopted by the organizations for implementing the B2B sales
strategy (Lewrick and Link 2015). The purpose of this study is to shed light on the global
marketing campaign introduced by Adidas. By critically analysis the key drivers of global
marketing campaign namely ‘All Adidas’ in the brand’s history, pros and cons of the campaign
have been discussed. Examining the brand story, the involvement of marketing communication
channels and those influences for making the implementation process successful, have been
discussed in this study.
Discussion
Campaign Story
Adidas had decided to launch he biggest marketing campaign called ‘All adidas’ in
Brand’s history. In the year 2011 on 14th march, the campaign has been launched by Adidas. It
was the first time when the company introduced the campaign by leveraging the Adidas Sport
Style and originals sub-brands and Sport Performance, so that it can ensure the all-encompassing
and diverse glimpse into the brand (Blog.adidas-group.com 2019). The aim of the brand was to
showcase the distinctive presence of Adidas across the different sport industry. Understanding
the lifestyle and culture of the individuals, the campaign aims to introduce the diversified
services of the company for satisfying the needs and demands of individuals. By merging with
the sub brands, the marketing campaign has tried to drive the sport performance of the company.

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Analyzing the records of past three years, it has been identified that Adidas has successfully
extended its brands in to three powerful sub brands (Fashionnetwork.com 2019). Based on the
global marketing campaign, Adidas has aimed to proudly show the depth and breadth of the
company to the global people. Based on the ‘all adidas’ campaign, creative concept of the
company has been highlighted to the global world. Based on the campaign analysis, it can be
said that diversified brands have been shown as the strong roof of the company (Blog.adidas-
group.com 2019). In today’s reality, the customers are not one-dimensional. In order to satisfy
the cultural spectrum, the passion for satisfying the needs for managing the situation.
Campaign message
With the slogan of ‘Heart over head. Inclusion over ego. United by passion, we go all
in’ the campaign has been introduced by the company (Refer to appendix 2) (Adidas-group.com
2019). By connecting three important features of sports such as style, fashion, music and sports,
the company has launched the company for grabbing large numbers of customer attention. By
continuing this, it can be said that through the campaign, Adidas aimed to capture the passion of
Dwight Howard, Starring Derrick, Katy Perry, Lionel Beckhum and more into the visceral nature
of raw passion (Refer to appendix 1) (Prnewswire.com 2019). Through the campaign, the
company aimed to enhance the central idea for contributing in the game, without thinking about
the game much. Analyzing the concept of the campaign, it has been identified that here
company aimed to highlight the passion of individuals without considering the money, age,
geographic area, fame and gender (Newman, Peck and Wilhide 2017). Not only into sports, but
also the company aimed to drive the attention of individuals towards the fashion and music.
Analyzing the target audience of the campaign, it has been identified that the people under the

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age group of 12 to 25 year who have interest in music, fashion and sports have been targeted by
the company (Adidas-group.com 2019).
Marketing communication channels
As stated by Ratten (2016), in order to implement the campaign idea, it is very important
to implement the campaign strategy through an effective marketing platform. In order to
introduce the campaign in the market, the advertising agency Sid Lee has been hired. Throughout
the year, the campaign has been promoted by the company. By mixing the environment with cat
walk in street and stadium, the campaign launching process has been done. In the current
marketing trends, change has become a constant factor. By following the social media and online
marketing trends 30 and 60 seconds of TV advertisements have been extended with the 2 minute
version has been created (Fetchko, Roy and Clow 2018). Based on the global media strategy
introduced by the company, it has been identified that the company has focused on both the
online and offline media partners for promoting its products. By capturing the passion of the
athletics, artists and musicians, the company aims to increase its popularity in the market.
Analyzing the story of the campaign introduced by Adidas, it can be said that the company has
launched the marketing campaign for showing its diversified strength in the market (Alvarez-
Milán et al. 2018). Through the celebrity endorsement in the campaign, Adidas aimed to increase
the passion for sports. Based on the biggest campaign, Adidas aimed to introduce the creative
concept in the market. Identifying the media vehicles of the campaign, it has been identified that
ESPN, HBO, Star Movies have been included in the telecasting process (Prnewswire.com 2019).
On the other hand, own websites such as Facebook and Yahoo are also played an important role
as the media partner. In case of offline promotion, outdoor marketing, magazines and printing
media have been used for launching the campaign (Newman, Peck and Wilhide 2017).

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Campaign objectives
 To bring the changes in customer perception towards the world of fashion, music and
sports (Fashionnetwork.com 2019).
 To gain the high market share
 To reenergize the branding initiatives
Marketing trends in the sports industry
In the words of Miller and Rose (2015), the campaign is being considered as one of the
effect the effective marketing initiative that can play an important role for managing the situation
in the workplace. Social media has strong impact in case of driving the marketing trends in the
sports industry. In most of the cases, the social media campaigns based on the celebrity
endorsement have become highly popular among the customers. By supporting this So et al.
(2015) opined that in case of product promotional activities, signing athletes the organizations
got the high news coverage. By continuing this, it can be said that the sports marketing world has
got the high population popularity after targeting female audiences. With the changing socio
cultural aspects of individuals, women are not only playing the role of an athlete, but also they
have become the sports buffs for cheering their favorite team (Fashionnetwork.com 2019). In
case of representing the growing customer purchasing power, the sport world has focused on
introducing the female targeted sports campaigns (Zhang and Benyoucef 2016). It cannot be
denied that changing purchasing trends of the female customers and their interests towards sports
world, the sports marketers have got various business opportunities.
As stated by Ingram et al. (2015), in the globalized sports industry, it has been identified
that technology has become the major contributor in the sports industry. The globalized sports
fan base has been developed after the introduction of technological innovation in the marketing

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practices. Sales have become easier after the global practices. In order to expose the new
customer market, the NFL exhibition games have been helped in UK for eliciting to increase the
brand presence in the new market (Bernstein 2015). In case of embedding the technology for
advance changes in the marketing trends, shaping the sports products consuming process, the
contribution of smart arena is very important.
Depending on the changing buying behavior of the customers, it has been analyzed that
in the 21st century purchasing characteristics of people have got highly influence based on the
marketing initiatives adopted by the companies (Ratten 2016). Sports have become the essential
element in human life in the 21st century. Sport industry has strong impact on the psychological
and physical health of the customers. it is true that based on the analysis, it has been identified
that newly innovative marketing and branding strategies adopted by the sports organizations not
only driving the buying behavior of the customers, but also it has strong impact on driving the
positive organizational growth. Brand allows the customers for filtering the countless generic
items and gives them a valid reason for purchasing the products (Adidas-group.com 2019). As an
example, analyzing the branding strategies adopted by Adidas, it can be said that the company
focus on provide comfort and quality as well as design, so that its innovativeness can be
maintained (Fashionnetwork.com 2019). On the other hand, analyzing the marketing strategy
adopted by Nike, it has been identified that based on the performance and reliability, the
company aims to drive the decision making ability of the consumer. In the below discussion the
theoretical aspects of customers behavioral characteristics have been mentioned.
Theoretical aspects of customer buying behavior
Motivation need theory

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The motivation need theory was introduced by Abraham Maslow in the year 1943, based
on the needs of individuals. Based on the theory the ripple effects of needs on the psychological
characteristics of individuals have been mentioned (Ingram et al. 2015). Depending on different
needs such as physiological, love, safety, self-actualization and self-esteem, the motivational
theory has been developed. In case of understanding the motivational needs of individuals,
marketers focus on creating an artificial need in the market. In case of luxury target market, the
marketers mostly focus on developing the marketing strategy by highlighting the safety and
emotional needs of the individuals.
EKB model
The EKB model has been developed based on the explanation of reasoned actions, which
lays on the five step processes of customer purchasing behavior. Based on the analysis, it has
been identified that the decision making stage of the customers mainly focus on the expectations
and the past experiences (Fetchko, Roy and Clow 2018). The decision making phase is being
highly dominated by the external influences and the process variables. In the EKB model, both
the input and output variables and their impact on the decision making process are being
highlighted. In order to sustain in the competitive business environment, the marketers mostly
focus on sharing the enough information with the customers so that the transparency can be
maintained.
Hawkins stern impulse buying
Most of the theories on consumer behavior are mostly based on the rational action.
However, in case of this theory, Hawkins Stern believed that impulsive behavior of people has
strong impact on driving the purchasing behavioral characteristics of individuals. As stated by

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Ingram et al. (2015), in case of highlighting the impulsive buying characteristics of people,
purchasing decision gets influenced based on the traditional decision making process. By
highlighting the four categories of impulsive buying behavior, the author has tried to highlight
the changes between traditional and modern behavioral characteristics of individuals. In the
impulsive behavioral characteristics, different aspects of the products are being judged based on
the purchasing trends of the customers. As per this consumer behavioral theory, changing trends
of customer purchasing decision helps the marketers for understanding the different buying
habits of the people. Based on which the effective marketing strategies are being developed by
the customers.
Interrelationship between the marketing campaign and changing marketing trends in the
sports industry
In the words of Miller and Rose (2015), the marketing campaign introduced by Adidas
has highly followed the changing marketing trends of the sports industry. Depending on the
needs of 21st century, the company introduced both the online and offline marketing initiatives
for grabbing the attention of large numbers of customers. By bringing the street, style and sport
in the campaign, Adidas aimed to push the marketing campaign trends. By supporting this
Bernstein (2015) opined that through this campaign, highlighting the branding history of the
company, it has not only driven the multichannel approach in the marketing sector, but also the
marketing campaign helped the company to introduce strong digital activation in the sports
industry. It cannot be denied that based on the implementation process of the ‘All in’ campaign
was very complicated (Adidas-group.com 2019). As stated by Ingram et al. (2015), the aim of
the campaign was to develop the passion of individuals’ towards the sports industry.
Simultaneously the company also focused on promoting the brand in proper manner so that the

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rate of profitability can be maintained. Analyzing the campaign challenges it has been identified
that arranging the whole brand in a single campaign was really difficult for the campaign
developers. On the other hand, based on the singular campaign, the company aimed to satisfy the
needs of the individuals so that they can be motivates towards changing the purchasing trends.
By critically analyzing the branding idea of Adidas, it has been identified that the campaign
aimed to encourage individuals for contributing towards their passion. Through this process, by
creating and enhancing the individuals’ style towards contributing in the sports industry, has
brought huge revolution in the 21st marketing trends.
As stated by Ingram et al. (2015), following the emerging marketing trend of celebrity
endorsement, the ‘All in’ campaign highlighted the struggle stories of world’s biggest icons. In
this process, Adidas has gained the biggest advantage for developing its emotional space on
customers’ life. By highlighting the Story, the company not only played a significant role for
exploring the hidden talent, but also it has bought various opportunities for the community. In
case of developing the direct relationship with the customers, the company executives directly
visited the kids and encouraged their passion towards the sports industry (Zhang and Benyoucef
2016). It is true that by sharing the each and every moments with the customers, the company
has re-engineered the online platforms that has helped it for developing its sustainable position in
the sports industry.
Conclusion
In this study, it can be concluded that introducing the ‘All Adidas’ the company has
brought revolution in the sports marketing industry. By following the marketing trends of 21st
century, celebrity endorsement and technological innovation are the major elements of the
campaign, which has driven its strong popularity. By highlighting the passion of individuals

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towards the sports industry, Adidas has focused on gaining the high marketing share. Targeting
thee potential customers, the campaign has covered the huge area of the company, which made
the process highly complicated. Depending on the analysis of campaign success, it can be said
that the campaign has helped the company to achieve large numbers of customers’ attention.
Developing connections with different media channels, the company has not only encouraged the
emerging marketing trends in sports industry, but also it has driven the customer purchasing
behavioral characteristics.