Annual Report 1997 (1.5 MB PDF) - adidas Group

26
Anna Kournikova brings
fire, flair and glamour to tennis
Advertising:
a crucial role in
the rejuvenation of
the adidas brand
For the last four years advertising
investment levels have
been increasing in all major
markets and the positive
effects of this are being seen
in improving levels of commitment
to the brand among key
consumers.
The aim of the brand advertising
activity over the past few
years has been to win the
hearts and minds of young
people. This target audience
is crucial, not only in terms of
their direct purchasing power,
but also in their wider influence
in forming opinions
toward the brand.
The advertising program
builds a conversation with the
audience. It is designed to be
dynamic, innovative and varied
– constantly challenging and
exciting the viewer. While all
the advertising supports the
overall objective of making
adidas the best sports brand
ANNA’S RESPONSE LADY
FEET YOU WEAR TENNIS
SHOE WHICH SHE WILL WEAR
ON COURT THROUGHOUT
THE 1998 SEASON
in the world, each focuses on
a different facet of the adidas
brand.
The desire for freshness has
resulted in activity that encompasses
everything from the
support of major sporting
events to the introduction of
new adidas technologies, from
the establishment of modern
day adidas heroes to the explanation
of the brand’s rich
heritage. The diversity of the
brand and its relationship with
sports gives advertising a rich
source for its content. The objective
is to use all the aspects
of the brand to tell a unique
and compelling story.
1997 saw a range of high profile
campaigns. Television highlights
included the establishment
of Feet You Wear technology:
“The Difference”,
which saw adidas soccer
players take on their alter
egos and commericals with
Kobe Bryant, the hottest new
property in basketball. Television
work was supported via
a range of print campaigns
adding depth to the Feet You
Wear story and building credibility
among a range of specialist
sports audiences.
Head office produced advertising
has been augmented
by relevant local activities.
Our agency, Leagas Delaney,
which has historically handled
all of the adidas advertising
from its London base, now
supports the US through its
San Francisco office and has
added local support facilities
in key European markets.
1997 saw adidas’ advertising
reach new heights in one of
the most competitive advertising
sectors. However, in a
market that demands a constant
supply of new images
and information, the brand
can never become complacent
and the on-going dialogue
with its audience will be
one of the key elements in the
continued success of the
brand. This is reflected in our
exciting plans for advertising
through to the end of the century,
and beyond ...