Adidas Marketing Communication Strategy 

Adidas AG is a German sportswear, accessories, and equipment manufacturing multinational company. The sports brand launched its business in 1924 and rebranded and changed its name to Adidas AG in 1949. Today, we’ll discuss Adidas marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Adidas; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy example.

Products and services of Adidas

  • Foodies
  • Basketball shoes
  • Yoga pants
  • Hats and glasses
  • Wristbands and headbands
  • Running shoes
  • Sportswear
  • Footwear
  • Apparel
  • Toiletries
  • Sports equipment

Subsidiaries of Adidas

  • Adidas Runtastic
  • Rockport
  • Adicolor
  • Matix
  • Reebok
  • Adidas AG
  • TaylorMade

Statistical facts and figures of Adidas

  • Annual revenue – 23.300 billion USD (2023)
  • Net income – -0.159 billion USD (2023)
  • Employees – 59258 (2023)
  • Network – 160 countries

Top competitors of Adidas

  • PUMA
  • New Balance
  • Under Armour
  • Fila
  • Converse
  • Callaway Golf
  • Nike

Adidas marketing communication strategy would analyze the elements like direct marketing, advertising, digital marketing, sales promotion, PR, and personal selling as brand communication strategy example. Here’s the integration communication strategy of Adidas as follows;

Adidas Marketing Communication Strategy 

Let’s discuss the main elements of Adidas marketing communication strategy or the integration marketing communication strategy of Adidas as brand communication strategy example; they’re as follows;


I-Covert Advertisement

Adidas often implements covert advertisement strategic campaigns. It means that the brand launches its shoes, footwear, and accessories in the entertainment and sports industry through the actors and sportsmen wearing them. Celebrities and sportsmen have the fan following and influencing power to wear Adidas products in the advertisement. For instance, Ronaldo and David Beckham wear Adidas shoes while playing football for product advertisement.

II-Sponsorships & Celebrity Endorsement

Adidas collaborates with various sports celebrities and hires them as brand ambassadors for the promotion of their sportswear products and brands. The company has sponsored the national teams of the following countries;

  • Italy
  • Wales
  • Colombia
  • Belgium
  • Hungry
  • Japan
  • Sweden
  • Argentina
  • Mexico
  • Spain
  • Germany

Some of the main celebrities that have served as brand ambassadors for Adidas are as follows;

  • Lionel Messi
  • Zinedine Zidane
  • Kaka
  • David Beckham
  • Steven Gerrard
  • Gareth Bale
  • Xavi
  • James Rodriguez

Sports events that the company has sponsored are as follows;

  • Real Madrid Club
  • AC Milan Club
  • Olympic Games 2012
  • London Marathon
  • Beijing Marathon 2008

III-Customer Focused Strategy

Adidas implements a customer-focused strategy. The company is aware of the fact that the customer needs, wishes, and demands are changing. However, the company develops the product and trailer its marketing strategy relevant to the changing marketing trends.

Direct Marketing

I-Multiple Channels & Strategies

When it comes to directly communicating with the end consumer; Adidas employs various strategies and channels. They could be in the form of digital printing with attractive visual images; telemarketing strategies, and print media to amplify the company’s media presence. Some of the main media channels that Adidas employs to showcase its sportswear products are as follows; (brand communication strategy example)

  • Sports magazines like ESPN magazines
  • Billboards
  • Sports platforms

Digital Marketing

Adidas employs various digital media platforms for the promotion of its brand and sportswear products. They’re like YouTube, Facebook, Twitter, Instagram, mobile applications, and various others. However, the company employs various digital media channels and platforms to amplify the company’s market reach and connect with the customers.

The thing about digital media channels is that you need to develop multiple types of content like photos, written blogs, videos, and audio messages for different social media platforms. For instance,

  • Video of Adidas product details for YouTube;
  • Pictures of the shoes with written detail of material, size, and quality in the caption for Instagram and Facebook

Sales Promotion

I-Discounts, Offers, & Deals

Adidas introduces various types of sales promotional campaigns to amplify the sale of its sportswear products, equipment, and accessories. The objective is to attract the attention of customers and convince them to shop and purchase. It could be in the form of the following;

  • Discounts
  • Mid-season sale
  • Off-season sale
  • Bundle offer
  • Limited time offer
  • Coupons and promo code

Public Relations & Publicity

Adidas follows and implements a very proactive PR (public relations) strategic approach to develop and maintain the company’s positive brand image. It could be in the form of the following;

  • Media events
  • Press release
  • Trade shows of industry
  • Industry events
  • Sports conference
  • Connecting with sports industry professionals

Personal Selling

Adidas has established a strong brand in the sportswear industry. The sports brand has set up a very large team of sales professionals and they sell the company’s high-quality products directly to the end customers. A personal selling strategic approach positively impacts the company’s reputation and strengthens a positive brand image in the minds of customers. It could be in the form of packaging or sales representatives to persuade customers.

Conclusion: Adidas Marketing Communication Strategy |Adidas Integrated Marketing Communication Strategy 

After an in-depth study of the Adidas marketing communication strategy; we have realized that Adidas is the world’s leading sports shoes, equipment, and accessories manufacturing brand. If you are learning about the Adidas integrated marketing communication strategy as brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.

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