Marketing Mix- Promotion (Adidas)

Promotion is all about communication with a customer it could be anything from an advertisement to a conversation about the product to a customer which will encourage them to buy it. Social media , youtube, twitter and facebook can be threats or opportunities for companies through promoting. Some peoples opinion about promotion vary as some think that advertisements only provide customers with selected information. There are five communication effects to promotion which are

• Category need
• Brand Awareness
• Brand attitude
• Brand purchase intention
• Purchase facilitation

Adi Dassler is the founder of Adidas and started making shoes in early 1900s where the German soccer team all wore Adidas shoes for the 1945 world cup final. In 1972 other sports like mountain climbing and gymnastics started to wear the brand and it soon became a fashion trend in 1986. Adidas made TV advertising campaigns to promote their brand. Adidas brought out meanings when selling products and quoted "Earn it", "there is nothing between you and success, so exceed your own expectations and limitations" and "We know then- we know now". These quotes began to take Adidas up to top position in the industry of sportswear. One of the first most famous commercials Adidas brought out was the video shown as when people heard this song they would think of the product. Adidas try to make their advertisements full of energy and promote the statement "Impossible is nothing" to customers. 

Trends constantly are changing and it is hard for brands to stay on top so promotion is very important for companies to keep it right. Adidas has seen its ups and downs and was in competition with Nike in the 1980s. Adidas targeted not only sports oriented people but youngsters and soon overcame the competition against Nike. Not only does the company sell footwear their clothing and equipment is also very popular.

 Adidas have many famous ambassadors that people look up to and this helps them to promote their stock. Ambassadors are very important as they have to have a positive image of the brand and like it so they can show a provide a positive image for the company. 

One of the most famous ambassadors promoting for Adidas is David Beckham. David Beckham made his football debut at the age of 17 and has won titles and hit records. Lionel Messi, Sachin and Ronaldinho are also top players around the world that promote Adidas. Adidas also focus on sponsoring teams throughout a wide range of sports from South Africa and England in Cricket, France, Real Madrid and Great Britain in football. 

Adidas also promote their brand online through instagram with 11.5 million followers already that can view every post that Adidas puts up, This is a great way of promoting the brand as it takes one click to go on instagram and see anything new that has been posted by the brand. Videos and photos of new products or advertising can be posted on the instagram page.

Adidas also have a twitter page which is very similar to the Instagram page apart from that on twitter small bits of information can be tweeted without a picture. The twitter page has 2.91 million followers who see everythings that is posted by the company. Another way that Adidas promote their brand is through the Adidas app that any apple phone or android can download for free and purchase online stock to be delivered to their house or any near by store. Customers are able to sign up so that when an offer takes place online or instore they are notified through am email. This is a great way of promoting their stock and will increase sales.


Acutt, M. (2015, May 23). Marketing mix definition - 4Ps & 7Ps of the marketing mix. Retrieved November 24, 2016, from http://marketingmix.co.uk/