Post on 04-Jan-2016
A Case Study Observing the Effectiveness of Adidas’ Advertising and Marketing Tactics as an Official Sponsor of
the 2012 Summer Olympic Games
Stephanie Clark
German Sporting Goods Store Started by Adi Dassler Designed the first ever running shoeStyles
Competition Puma Nike
Twitter @adidas
Facebook Page Like page
Signage Posters, billboards, etc.
Sponsor Olympics and Paralympics Legal Permission to use Olympic logoCampaign name
‘Take the Stage’Goals
Market leader in Britain
Blackout PeriodSocial Campaign Approach
Athletes▪ Shoes vs. Clothing
New Products adiZeroPrime Sp (Sprinting Spike) Adidas Swimsuits TechFit PowerWeb Smart Football
Sales were boosted Invested $156 million Increased global profile Close gap to Nike
Nike still received more attention Twitter Facebook
MaNaughton, M. (2012, August 21). How nike stole social media gold from Olympic sponsor adidas. Retrieved from http://therealtimereport.com/2012/08/21/how-nike-stole-social-media-gold-from-olympic-sponsor-adidas/
Torry, H. (2012, August 02). Olympics boost adidas earnings. Retrieved from http://online.wsj.com/article/SB100008723963904443
Olympics - update 1 - adidas sees benefits from healthier lifestyles. (2012, July 23).Retrieved from http://www.reuters.com/article/2012/07/23/oly-adidas-adv-idUSL6E8INGB720120723
Social and the olympics: A performance comparison on official sponsors' campaigns. (2012). Retrieved from http://www.dachisgroup.com/2012/07/social-and-the-olympics-a-performance-comparison-on-official-sponsors-campaigns/
Pagano, M. (2012, July 25). 100m in sponsorship - and the olmpics have adidas written all over them . Retrieved from http://www.independent.co.uk/news/business/analysis-and-features/100m-in-sponsorship--and-the-olympics-have-adidas-written-all-over-them-7973367.html