Brand Ambassador is someone that represents a particular brand in a positive manner and carries the brand message out to the public. The Brand Ambassador position has become more universal as an official job because brand ambassador can help to promote the brand and where many people can discuss the brand. (Ron McDanie, 2009) Due to this, it may also help to increase the image of the products of the company. Adidas could be considered very successful by using this type of strategy because they have made a contract with a lot of world class athletes that are very known world widely such as: David Beckham, Kobe Bryant, Sania Mirza, Zinedine Zidane, Tim Duncan, and also Tracy McGrady. Those athletes helped Adidas a lot in boost up their image world widely.
David Beckham is one of the world class athletes that Adidas use to implement to successful by using this type of marketing strategy. David Beckham has a relationship with adidas has no doubt lent itself well to the brand’s visibility in the UK. "Captain of England" is Beckham dub when he led his team to triumph in the 2000 FIFA World Cup. His marriages to ex-Spice girl do not hurt his image. Beside, Beckham also indirectly lead to their image awareness because David Beckham is more often seen in the tabloids sporting with the Adidas logo. Europe as Adidas’s largest market, which exposure likes this reflects in the numbers; sales grew seven percent to US$ 2.7 billion. Kobe Bryant is another example of an endearing Adidas endorsee. The youngster who idolizes Kobe Bryant will attracted by what Bryant wear, for an example, young men who want to play basketball like he does will want to wear what he wears. Due to this situation, it may help Adidas to generate sales and increase profit. (Schaffel V.M, 2002)
Place or distribution is a set of interdependent organizations that involved in the process of making a product available for use or consumption by consumers. (Kotler and Armstrong,