Adidas are still getting crosses rather than ticks
all adidas, all katy, all the same...i'd rather buy Nike
Adidas are always trying to play catch up. Never quite as cool or credible as Nike, always the official sponsor rather than the guerrilla brand. Their adverts around major tournaments are always more serious and lacking in imagination compared to Nike’s event work which is always remembered more, makes people smile more and all despite never being an official sponsor to events like the World Cup.
So while Nike teamed up with the most desired brand in the world, Apple, with their ipod and Nike+ for running many years ago, adidas have only recently teamed up with Sennheiser to create dual branded running headphones. In keeping with the brand communications of both brands Nike’s marketing of their Nike+ is fun and cool and the creative looks integrated. Meanwhile the adidas Sennheiser partnership looks like two brands who are playing catch up and have come together as if they like a nervous German and straight laced American on a first awkward date. The creative and packaging reflects that lack of cohesion.
the packaging conveys single brands not a true partnership
Having the world’s best footballer in Lionel Messi is something of a coup but to have the world’s most overrated and over exposed footballer David Beckham is something of a faux pas. Their current partnership involves splashing Katy Perry over all their shop fronts and running adverts that must only appeal to teenage girls.
For a singer who really only became famous for singing “I kissed a girl” where everyone remembers the video rather than the song and being Russel Brand’s wife she has created a magical marketing machine to sell her music to gullible mass market Americans and British but credibility is a long way away and a complete lack of any sporting connection let this partnership down.
Adidas have a history of being involved in r n’ b, rap and dance but not mainstream bubble gum pop. The mass marketing tactic of using Perry as their brand endorser may well attract teenage girls but lose everyone else.
