adidas for all-star phoneix
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I. Campaign OverviewObjectives:
Present Adidas products as premium and essential to success in basketball
Communicate to kids at the events that they can elevate to this level of athleticism.
Gain publicity for the Adidas NBA athlete spokesman
Increase Sales
To celebrate Adidas brand at NBA All-Star Week
Audience(s) Overview:
Primary Audience- Basketball crazed teens between the ages of 14- 24.
Teens 14-18: Tend to follow current trends and are more media conscious.
o High School students: Grades 9 through the Freshman Year of College
Mature Teens 19- 24: Typically trendsetters who want the latest sneakers. They are more financially independent.
o College Students (sophomore) through early career
General basketball fans across US
Kids who are players first and fans second and aspire to basketball success
Challenge:
To reinforce the association of the Adidas brand with basketball in the minds of the
basketball crazed fan. Taking advantage of the All-Star Week, Adidas needs to surpass the
efforts of their competitors in reaching the attention of the consumers. The campaign needs to
win over their audience by communicating a message of hope and encouragement for those who
feel that reaching their basketball dreams is impossible. Adidas is a brand that personifies the
role of a coach, someone who understands, provides support, and leads. The message of the
campaign embodies the Adidas slogan- “Impossible is Nothing” and most importantly reaching
their dreams is possible.
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II. Campaign Strategy & Research
Campaign Strategy
To excite the young consumers about basketball while making the brand synonymous to
basketball. In order to stay consistent with the message, the marketing aspect must promote the
technical innovations of Adidas products rather than in design.
To improve Adidas’ brand image, it must demonstrate social responsibility through events to
improve low-income communities and the lifestyles of Adidas’ young consumers. A good brand
image leads to consumer loyalty and word-of-mouth between consumers and these are marketing
tools are priceless.
Recreation and its Impact on Students
Physical education is an integral curriculum for young children in public schools. Studies
have shown that physical activity can lead to both physical and social benefits. Some social
benefits include a sense of structure, discipline, and communication skills. Furthermore, physical
education is a gateway to participation in team sports, which has proven to increase benefits for
students as well as young adults.
According to a study by project PLAY (Promoting Lifetime Activity in Youth), schools
reported a significantly higher participation in physical activity due to an additional 15- minute
exercise routine implemented between class time. This reveals that supplementary physical
activity, such as joining a school basketball team; in addition to the school gym curriculum can
increase physical activity.
However, many public schools throughout developing neighborhoods in America cannot
afford for their students to participate in extracurricular activities in a larger capacity. Financial
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limitations make it difficult for instructors to induce a positive association with physical activity.
These schools have a need to improve their recreation facilities because it offers the
communities’ children a place of structure, discipline, and education. Typically, schools are a
reflection of the opportunities (or lack thereof) that the community can offer to harvest these
young talents. For example, “four urban communities in Phoenix, Arizona within the zip codes-
85003, 85025, 85030, and 85073, have a median HH income of less than $25,000 but a cost of
living index of 105.8”1 Since, according to Time magazine, more low-income urban students fall
behind in academics compared to students from a suburban area. We can position Adidas as the
brand that can make their basketball dreams come true by helping these neighborhood schools.
Target Audience
I conducted a primary survey with a random sample of 50 individuals within the target
demographic. The sample included 25 teens age 14-18 and 25 young adults age 19-24. The
survey consisted of ten questions formatted in the Likert scale. The questions were formed with
three objectives in mind:
Adidas’ brand placement in the market compared to competitors such as Nike and AND1
What products and attributes basketball crazed teens look for in basketball attire
What motivations that drive them to their final purchases.
The responses from both demographics were very similar. Below summarizes the survey results.
Teens age 14-18
o Brand placement – 52% preferred Nike over Adidas (36%) for athletic apparel
o Product Attribute Preferences – 64% agreed/strongly agreed they preferred
technical innovation rather than design when purchasing athletic wear
1 Realestate.aol.com
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o Motivation for Product Purchase – 72% agreed/strongly agreed that the brand
image took a role in their final product purchases
Teens age 19-24
o Brand placement – 48% preferred Adidas over Nike (40%) for athletic apparel
o Product Attribute Preferences – 68% agreed/strongly agreed they preferred
technical innovation rather than design when purchasing athletic wear
o Motivation for Product Purchase – 80% agreed/strongly agreed that the brand image took a role in their final product purchases
III. Audience Insight
Our target demographic is composed of Generation Y consumers. Some general assumptions
about the group are:
Technologically savvy group that grew up using the Internet.
Generation Y spends more time online than watching TV2.
o 9 out of 10 Generation Y-ers own a PC and 82% own a cell phone
Spends most of their time in school or on the Internet.
More independent since the rate of both parents working has increased
Tend to be brand loyal if they and their peers consider the brand to have the “cool” factor
The generation experienced crisis- such as Enron and 9-113
o This contributed to being more financially conscious and skeptical of authority
o Has a higher value on self-fulfillment because they know life is short
Racially diverse (1 in 3 are a minority)
More open-minded with new products. (Ex: Men’s skin care goes mainstream)4
o Products such as technology and fashion remain paramount to the generation.
2 BusinessWeek
3 USA Today
4 Euromonitor.com
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Knowing this, we can formulate strategic methods to reach our audience in an effective manner to excite them about our brand and inspire them to aspire to Adidas products
IV. Strategy Execution & Tactics
Buzz Marketing
The Official Adidas Athlete Package- Given out to those who attend the Official Sunday All
Star Game. It will also be given to the various winners of the following events. The package will
include:
Keychain- mold of the slogan- “Impossible is Nothing”
Branded sweat bands (arm/ head)- Apparel typically worn by athletes
Stickers- serves as logo advertising to the trendsetters’ peers
Adidas Ad posters- Typically for college students living at dorm rooms
Figurines- Promotes the NBA athletes and the Adidas apparel they sport.
Pens- serves as logo advertising to the trendsetters’ peers
Branded sweat towels- often used by athletes
Laces- Used as a motivation for purchasing Adidas sneakers.
o Those who receive the package through attending the Sunday game or by winning
an Adidas contest are typically devoted basketball fans and trendsetters. They will
generate the buzz about the Adidas products.
These products will be sold exclusively in the NBA stores and Adidas stores. The sales of
these products can also be used to evaluate the effectiveness of these athlete packages
during the All-Star week.
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Modeling the Athlete Package- Have the athlete spokesman wear the gear on the
Sunday game so that it influences the concept of “cool”.
Name the Dunk- On Saturday of the All-Star Week; athletes compete to win in a
Dunking contest. Last year in Vegas, Dwight Howard put on a Superman cape to perform
a dunk. That is still very much talked about. On Youtube.com, the hits for the video of
the infamous dunk have reached over a million. This year, have the NBA athletes name
their dunks in relation to Adidas. An example name would be- “The Impossible”. Other
tie-ins can include naming a future product after the winning dunk.
Product Promotion
Design Your Jersey- For a limited time, all Adidas and NBA stores can offer the
opportunity for people to go in and design their own Adidas jersey. The event is offered
in a limited time because it generates exclusivity. Exclusivity will then generate hype and
buzz among the trendsetters and athletes.
The Sneaker Box- Introduce the TS commander sneaker as an exclusive, limited-time
product pairing set (i.e.: 2 pairs of TS Commander Sneaker for $250). Each set placed
side by side will create a complete image of the pro-athlete wearing his signature sneaker
while dunking. This strategy will generate buzz because it is more affordable and will
peak interest.
Official Adidas Cereal- Collaborate with General Mills to create a custom limited-time
basketball cereal. Modeled after Lucky Charms, the marshmallow will be basketballs and
the grain cereal will be the “Adidas” logo. To connect this offer with the All-Star Week,
the box will be designed according to the Phoenix All Star Week logo and colors.
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TV/ Media Promotion (Network collaboration with ESPN or MTV)
Mini-Series- “Training NBA Players”- this show will be a showcase of what it takes to
be an NBA player. Though it communicates a high level of difficulty and skill, it also
communicates the idea that it is not impossible if the player is dedicated- embodying the
Adidas slogan- “Impossible is Nothing.” The show will draw hype because the fans that
are basketball crazed will go to the show for advice on basketball skills
Reality Show- “Street Ball -vs-the NBA”- a show about NBA athletes touring to areas
where street ball is a prominent game and playing against the local teams. In many low-
income urban areas, street ball is a huge game where there are less rules and the structure
of the game is a little different. Our target market will be interested because this creates
juxtaposition between street ball, a game they grew up with and the NBA game they
watch on TV.
- Product Placement
Strategically place Adidas athletic wear in movies in an organic way. A historical
example would be “High School Musical”. A highly popular mainstream movie that
targeted a younger demographic. Zac Efron is a popular actor that played a high
school student who is the captain of his basketball team. The jersey he wore in the
movie wears would have had a prominent Adidas logo.
- Website Event
Giving Fantasy Basketball- Collaborate with NBA.com (or another partner) to
create a way for people to give back to the charity of their choice. Fantasy Basketball
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is a game where fans create their own teams, based upon the progression of the NBA
players’ statistics. There are many sponsored tournaments where participants can win
cash and/or prizes.
Giving Fantasy Basketball would follow a similar format with a twist for All-Star
week. The team with the best stats from the All-Star Week would win a pre-
determined dollar amount that they can donate to the charity of their choice. Teams
would be composed of players that are participating in the All-Star week events (slam
dunk, three-point, etc)
Additional awards to the winner can include:
o Day with an NBA player
o The Adidas athletic package
o Autographed jerseys/sneakers.
- Mobile Event
Text to Dress Dwight Howard- A large ad placed in proximity to NBA and
ADIDAS stores with an image of Dwight Howard (or another pro-athlete) half-
dressed. The ad would read, “Text to Dress Dwight Howard.” Upon registration, the
consumer receives a responding text with a link to a program that allows for
consumers to design an Adidas jersey or sneaker on their phone. The consumer also
has the option to preorder their custom product through a text message. They would
also receive a video on their phone of Dwight Howard (or other) dunking in their
custom designed apparel. Although we would have to develop the software needed,
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the value of customization program can be leverage for many events/promotions in
the future.
Special Events/ Contests
Kids Who Dunk- In Phoenix, Arizona, there is a Jam session at the Phoenix Convention
Center, which is a basketball theme park. We can organize a dunk contest for kids. The
winner of the dunk contest would get the athlete package, a pair of the autographed
sneakers, an Adidas jersey and a day with the respective spokesman. The day events
would be reported. (An interview will be posted on Sports Illustrated Kids).
Adidas’ High School Basketball Team of the Year Event-
The Contest : High School Basketball Teams throughout US can submit a tape and a
letter explaining why their school basketball team is the best and deserves to be the
Adidas High School Team of the Year. The school team must display a sense of
brotherhood and sportsmanship. Furthermore the story should exemplify how their team
has pushed through difficult situations so that they can become a winning team and why
they need this money. The selected team would receive proceeds raised during the below
media event, Adidas team apparel and a day of training for both coaches and team
members by NBA players
The Media Event: The event hosted by Adidas will be to generate media attention. The
purpose of the event is not just to celebrate the All-Star Week; it is also to generate a sum
of money used to donate to the “High School Basketball Team of the Year.” Those
invited will be notorious celebrities, basketball athletes, and media. Official NBA
autographed apparel from the athletes will be auctioned off to the public. Adidas will
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double the amount raised and it will go to aid the winning team with help to reconstruct
their gym facilities as well as the equipment that they may need.
Pre-event: Pitch feature stories on the inadequate conditions of public school gyms in
low-income urban areas. Promote the nominated schools as a focus of the story and the
Adidas charity event
V. Evaluation of Success
To evaluate the effectiveness of the campaign, we can monitor the following:
o Attendance at the All Star Week games
o Ratings for the miniseries and the reality show publicized during All-Star week
o Sales of Adidas products
o Website registrations and impression levels
o For the mobile event
o Contest entry
o Event listing/information
o Media exposure
o Fantasy Basketball subscribers
o Participation in the Jam session at the Phoenix Convention Center
January 15, 2009
Contact: Tiffany Tam Adidas Project Coordinator (315) 312- 5600 [email protected]
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FOR IMMEDIATE RELEASE
Adidas’ Search for the High School Basketball Team of the Year
New York- In anticipation of the Phoenix All-Star Week, Adidas is auctioning off NBA apparel
January 31 at a media event in New York. Proceeds from the auction will be matched by Adidas
and go to benefit the winner of the contest.
Nationwide participants of the contest are required to submit a video exemplifying camaraderie
and how they embody the Adidas slogan- “Nothing is Impossible.” The prize includes proceeds
from the auction, Adidas athletic gear, and a day of training with the NBA players. The deadline
for submissions is January 20th.
Items being auctioned off during the media event will be official NBA apparel autographed by
the athletes. Invited guests will include A- list celebrities, NBA athletes, and national media
partners. The winner of the contest will be announced during the auction and their submission
tape will be aired along with a live feed of the team.
The contest was created to attract attention to the conditions of many public school facilities
within the U.S. Over 35 million Americans live in poverty and due to the poor conditions that
many communities face; schools have limited opportunities and resources to offer their students.
These students are faced with being left behind in more ways than just academically.
-more-
2-Adidas
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Adidas wants to convey to young teens the message that nothing is impossible. Throughout the
All Star Week, Adidas will be hosting a series of events including a dunking contest for children
in the Phoenix Convention Center. The winner of the dunking contest will win the Adidas
Athletic package, autographed sneakers and meet an NBA player.
The All Star Week will take place in Phoenix, Arizona at the US Airways Center on February
11-16th. Downtown Phoenix anticipates over 150,000 people attending the weekend games.
-end-
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Contact: Tiffany Tam January 15, 2009 Adidas Project Coordinator (315) 312- 5600 9605 Southwest Nimbus Beaverton, OR 97008 [email protected]
To: Managing editor, Time Magazine
Dear Mr. Stengel,
I have read many articles in Time magazine about improving the conditions of public schools
throughout US. At Adidas we value education and believe that those with the capabilities but do not
provide assistance are failing the next generation of leaders. I am writing to you about an event we
are organizing to raise money for a high school basketball team.
High school sport teams are an essential part of the education process for children. They
provide for the student many opportunities including; social responsibility, structure, disciple, and
hope. However, in many urban and low-income communities, public schools are limited in how
much they can support extracurricular activities. We hope that with the large reach of your
publication, you can help publicize this tragic issue that is disabling the public school systems.
Adidas will be holding a charity auction on January 31st in New York to raise funds that will
go to one deserving high school basketball team. Enclosed is an invitation and press release with
further details for this charity event. We hope that this will aid in future articles about the American
public school system. If you need any additional information, please feel free to contact me at the
address listed above. Thank you again for your consideration and we hope to hear from you soon.
Sincerely,
Tiffany Tam
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Media List
ORGANIZATION NAME TITLE CONTACT INFO
SLAM Khalid Salaam Senior Editor (212) 807-7100
Lindy’s- College Basketball
Shawn O’Neal Senior Editor [email protected]
Sporting News- College Basketball
Scott Smith Contributing Editor [email protected]
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Time Magazine Richard Stengel Managing Editor [email protected]
Sports Illustrated Chris Mannix Contributing Editor 1-(877)-747-1045
Sports Illustrated Kids Bob Der Managing Editor [email protected]
Television
MTV- Music Television
Michelle Hsieh Music & Youth Group Supervisor
Fox Sports- MSN Mike Kahn NBA Contributor [email protected]
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