“Go out into the culture and actually find
out where they are using it. Where the brand idea lives. Try to merge with it.”
(No logo, Documentary) Separate to the house party campaign, Adidas also launched the All Day I
Dream About Sneakers campaign in late 2008. The campaign was an Adidas
Originals art project that included the creation of nine unique sneaker
sculptures and a fictional story of an avant-garde Adidas designer.
A desire for
individuality. Adidas was founded in 1948 by Adolf "Adi" Dassler a sports ware range that wanted to sell an
individual representation of fashion in the sports. This was made apparent with
there simple three parallel bar logo, still used today. This branding of sports
ware was new to the sports world and was up taken by many, football being their
main consumer.
Two desires of the consumer today are
Fashion and Retro. The fashion industry is a product of the modern age. Prior to the
mid-19th century, most clothing was custom made. It
was handmade for individuals, either as home production or on order from
dressmakers and tailors. By the beginning of the 20th century—with the rise of
new technologies such as the sewing machine, the rise of global capitalism and
the development of the factory system of production, and the spread of retail
outlets such as department stores—clothing had increasingly come to be mass produced in standard sizes and sold at fixed
prices. Although the fashion industry developed first in Europe and America, today
it is an international and highly globalized industry, with clothing often
designed in one country, manufactured in another, and sold worldwide. The up
rise of retro, an example of this trend is the way in which the sport garments
from the 70's and 80's are used nowadays. Fashion is now referring back to
combinations of colors characteristic of many sports items. Adidas uses their logo
and font type in a variety of their new Originals range garments, footwear and
accessories. Adidas are recreating a form of retro product for new consumers
that have an idealization of an “Old Skool” lifestyle. This new division (The
Originals Campaign) of Adidas has stepped away from the athlete’s only
participation in order to reach out to all others. “Go out into the culture and actually find out where they are using
it. Where the brand idea lives. Try to merge with it.” (No logo, Documentary)
The campaign was designed with the idea
of making an individual want ‘original’ products. This campaign was highly commercialized
through advertising. For example a television advertisement was set in the
surroundings of a house party including celebrities such as David Beckham and
Katy Perry this marketing technique is a form of bragging stating how big
Adidas is and readdressing that they produce product for athlete aka David
Beckham and pop stars like Katy Perry but are available to the average mass. “Go out into the culture and actually find out where they are using
it. Where the brand idea lives. Try to merge with it.” (No logo, Documentary) Separate to the house
party campaign, Adidas also launched the All Day I Dream About Sneakers
campaign in late 2008. The campaign was an Adidas Originals art project that
included the creation of nine unique sneaker sculptures and a fictional story
of an avant-garde Adidas designer
They Branched and now have there fashion
and sports label which are seen as totally different brands almost. This has
brought Adidas out of the shadows to become the 2nd highest grossing
sports brand in the world.
(No Logo Documentary)
“What consumers are thinking and feeling
while they were consuming the product.”
“When you have a desire of what you want
the brand to represent you start to sponsor relating events. Endorsing
celebrities to wear your clothing and then put them in your advertising. Grab their
energy and identity so the brand has the same cultural role”
“The super brands everyone is everything?”
Book References
Corporate Identity (Wally Olins)
Chapters “The corporate search for Identity”,
“Visual Style”
On Brand (Wally Olins)
“Why brands are important to customers”,
“Living the Brand”
The Rebel Sell (Joseph Heath and Andrew
Potter)
“From status seeking to Coolhunting”
No Logo (Naomi Klein)
Ways of Seeing (John Burger)
Internet Sources
Wikipedia
In the 80's, Run DMC
furthered adidas’s street cred with the rap “My adidas,” paying homage to their
favorite shell-toe. But by the early 90's, Nike and Reebok were out-marketing
adidas – even in Germany, its own turf. Kids weren’t interested in the sneakers
their parents wore, and adidas found itself forgotten in the back of the
closet,
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