New Adidas Product Marketing Campaign

Topics: Marketing, Advertising, Target audience Pages: 15 (5536 words) Published: September 29, 2008
The Adidas Company was behind and helped such influential athletes as Jesse Owens and Muhammad Ali as they broke countless records. The heart of the Adidas product line is athletic shoes and this trend shows no signs of changing but the three-stripe logo appears on apparel and other jock accoutrements. Bankruptcy once had Adidas on the ropes, so to speak, but it made a comeback by shifting production to Asia and beefing up its marketing. Being the number two maker of sporting goods worldwide, just behind Nike, it has inked deals with football and basketball athletes, as well as the New York Yankees. The firm won sponsorship rights to the 2008 Olympic Games in Beijing. It now seems that in every sports related segment Adidas has a new quality product that was created to address an athletes’ needs either on the playing field or getting ready for their leisure time. Currently, Adidas has expanded their market to capture athletes who not only want to perform well in their sport but who also want to look and smell like a celebrity. Therefore, in 2003 Adidas introduced a new line of fragrances and body wash products. In this line Adidas offered eight different types of fragrances targeted towards both male and female consumers. These body care products ranged in price from $8.25- $20.45.

We believe that Adidas has great potential and ability to launch a product that refreshes their athletes even when they do not have time to shower. Using the high performance image that Adidas has already established through its fragrance lines, we feel that it would be just another opportunity for Adidas to continue to address the needs of its athletic consumers. Adidas Cleansing Cloths act as a towlette which has the Adidas patented secret sweat absorbing micro scrubbles that soak up sweat as soon as they come in contact with sweat molecules. These towlettes also contain the three signature scents that leave the user with a “just out of the shower” refreshed feeling and make them smell good even though they did not have a shower. These Cleansing Cloths are also very easy to use. To use you simply take out one Cleansing Cloth from the package and wipe it over the areas where the user feels are covered in sweat. One Cleansing Cloth has the ability to cleanse the entire body of an individual.

Internal Analysis
Because Adidas is a name that is synonymous with quality and high performance by athletes across the planet, their image consistently has allowed for all of its new products, such as Adidas Cleansing Cloths, to be perceived as more dependable. With annual sales in the hundreds of millions, Adidas is not only Coty Beauty`s largest license brand, but also one of its fastest-growing. Adidas, the second largest sports brand in the world, has evolved from a pure sports brand into a brand which appeals to consumers of all ages and interests. Coty Beauty`s product initiatives have been designed to capitalize on these diverse aspects of the Adidas image. In 2003, the United States and Europe saw the launch of Active Skincare for Men, an advanced-performance skin fitness line developed for athletes. The major fragrance launches were Adrenaline Man in the United States and Adidas 3 cool in Europe. These are lifestyle fragrances for young, metropolitan urban men and women. The Adidas line of fragrances, toiletries and skin care products enjoy worldwide popularity. The brand spirit of Adidas is based on optimal performance, athleticism, energy and vitality. These values are supported in all of the Adidas personal care and fragrance product lines.

Currently, there are only three other "cleansing cloths" on the market and Adidas will have the only product that is advertised towards athletes looking to feel refreshed without taking a shower after high intensity work outs. These products contain a special combination of soap and micro scrubbles that allow an athlete to give themselves a quick rub down when there is just not enough time to shower....
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