Presented by Jade Estep Brian Kennedy William Blackburn John Nguyen Krissy Arek

Presentation Agenda

• I. Brand Name and Color Announcement

• II. External Analysis

• III. Advertising

• IV. Budget, Media Strategy

• V. Below the Line & Sales Promotion

• VI. Last remarks

Introducing…

• The adidas F50 avolve…– Name taken from “evolve” which means “to

develop or to arise,” “to change gradually”– The avolve is the evolution from the F50 to

now

Color and Attitude

• Color Recommendations: Purple and Orange– Flashy and Bright– Represent parts of a flame: hot, inner core of

flame is purple, outer more flashy part of flame is orange

– Consistent with attitude and personality of X-edge consumer

IMC Objectives

• Awareness in 50% of the X-Edge market by August 2006.

• Interest for the avolve in 20% of consumers who do not already own the previous F50.

• Evaluation by 50% of customers who come to a store selling the F50 avolve

• Opportunities for 25% of the X-Edge target market consumers to try out the new boot.

• To get 5-7% of the target market to adopt the F50 avolve by September 2006.

Competition…

• Nike Mercurial– Biggest competitor overall – Higher price, lower innovation– Teamed up with Google to form Joga.com

• Puma WC06– One piece boot– Lower price and lower innovation– New advertising campaign “different and

personal”

Product Position Map

Positioned as moderate price and high in innovation

Situation Analysis

• High competition

• Previous purchasers of F50 - differentiation

• Lack commercial appeal in US compared to other sports

• Biggest possibility: 2006 World Cup

Target Market Intentions

• Target Market– Ages 15-25, target age of 18– Active and independent lifestyle– Family of 4+, still dependent on parents– Upper-middle class– Estimated size 1.1 million

The Big Idea

• Purple represents those whose passion burns deep down for soccer and truly love the game

• Orange represents those whose dynamic and audacious personality steal the show with raw skill and attitude

Direct Media

• Magazine and billboard advertising

• F50 avolve website– Online forum– Media downloads– Information on the boot

Advertising Copy

• Running theme of “The Fire Within”

• Ads that are strong and bold

• Create a connection between the product and the individual

(Double page spread)

(Double page spread)

Teaser

• Prior to product launch

• Magazine ads

• Billboards

(Double page spread)

Below-The-Line Advertising

• 8 ESPN Zone locations

• Two interactive events– 3v3 tournaments– Shot On Goal

• Chalk advertisements on sidewalks leading to ESPN Zone

• Large adidas sign with spouts of fire within all ESPN Zone locations

BTL Advertising – Con’d

• ESPN2 show, “It’s The Shoes”

• EA Sports’ World Cup 2006

Help spread…