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