CAMPAIGN ANALYSIS

CAMPAIGN: ADIDAS Impossible is Nothing

Adidas is one of the leading Sports wear companies in the world. They are well
known for their large number of sports wear products. In todays world, the
masses are attracted by advertisements and images that are thrown at them on a
screen or billboards. Adidas has tried to capture the market by bringing out new
products based on popular sports. They also adapt to the different seasonal wear
for different countries. Culture also plays a huge role in this study of the product.
This campaign analysis will bring out all the different processes and different
angles that were taken into consideration while constructing this campaign. My
interest in this particular campaign because the chosen advert is placed in a
social context. Its about famous sports brand. Also, it was trying to give a
message every man can create his own set of goals to achieve and make them
come true. To get a better outcome of this analysis I have chosen to use a
semiotic method for analysis of discourse, so as to study the brand and its
campaign in a better way, without leaving any black spots.

Adidas has had their sales in the United States of America boosting because of
the crucial droop. Basketball is one of the most renowned and accepted sports in

the U.S and Adidas had no association alongside them for concerning 10 years.
Adidas was retained away from this share of the market. In 2004, Adidas had
sponsored the Olympic Summertime games. So as to become the higher hand
above contesting brands and to become the company understood, they had
seized a large pace onward by investing nearly $50 million in running a new
campaign across all forms or mass media, including television, print and the
internet. The Impossible Is Nothing campaign ran by Adidass efforts to shift its
marketing focus to grasp its target viewers, 12- to 24-year-old customers focus in
sports. Statistics displaying that men around the age of 18 and 34 consumed
more time online than watching television, Adidas additionally advanced a little
of its marketing to the Internet. Tara Moss, Internet company builder for Adidas
America, clarified across an interview alongside Publicizing Age (Francesco,
2011), We were trying to reach that teen audience that is dedicated to sports.
Their apparel and footwear is really necessary to them in their daily lives.

This Adidas campaign was very effective and successful because it was creating
a movement in a campaign. Also, it was trying to promote sports as a lifestyle
and point out the importance of enjoying every bit of it by using Adidas products.
They have also created a high standard by creating their own official website
which can be accessed all over the world. All the new styles and releases are
posted in this website.

Adidas has captured most of the Sports market at the moment along side with
there top competitors NIKE. In addition to sell this campaign of theirs, Adidas had
used many marketing strategies such as signing contracts with some of the
biggest sports men in the world like David Beckham, Lionel Messi, Mohammed
Ali and Kevin Garnett. By getting these stars on the cover of their
advertisements increased their sales significantly.

From a semiotic point of view they have chosen their campaign name very
smartly and carefully. They have played around with the words very well and
were able to market a catch line that would get to the crowd. The production of
the advertisements was done by 108 Amsterdam, One of the leading advertising
firms in the world. In supplement to print ads and TV spots, the campaign,
described by the firm as a fully consolidated contact campaign, additionally
encompassed ads and raises on the Adidas website as portion of a power to
grasp customers, exceptionally teens, all above the world. For a manipulated
period the Laila TV spot was made obtainable on the Yahoo!, MSN, and ESPN
residence pages.

The context of this campaign was very social. Furthermore, this ad could also be
defined as a slice of life (Brierley, 2002, p. 174). In supplement to be an
outstanding campaign that serves as motivation to countless youthful athletes
and even to every single normal person, the Impossible is Nothing crusade has
additionally been successful in rising the sales of the company. The firm

described that the profit form flat sales increased 22% in the 3rd quarter of the
year 2007 from the year 2006 (Daniel, 2007). This commercial accomplishment
can additionally be supposed in the companys stock price. As the cause was
dispatched on March 5 of this year the companys stock worth has increased
from $22.95 on March 5 to a elevated of 35.65 on November 13 (Restrepo,
2007). This proves how outstanding this advertisement crusade was, and that
firms can use their advertisement movements to, on top of rising sales, advance
good benefits or help as inspiration.

Adidas has become very popular amongst the sporty youth all over the world.
They have gone from just a sports brand to a fashion statement. Adidas is
considered to me very reliable and durable when it comes to its sports wear.
Almost every country in the world has a retail store of this brand. Adidas has
become very popular for their in game advertisements between sporting
matches. Most of the Sport Billboards have some of the biggest stars wearing an
Adidas sports product.

REFERENCE LIST

Brierley, S. (2002). The Advertising Handbook. London: Routledge.

Daniel, R. (2007). Adidas 3rd-quarter net up 22%; year profit seen up 15%,
Market Watch- The Wall Street Journal, 8th November. Available:
http://www.marketwatch.com/story/adidas-3rd-quarter-net-up-22-year-profit-seenup-15?siteid=msn [Accessed 10th December 2012].
Francesco, fra30774. (2011). Adidas Impossible is Nothing: the beginning, This
is not ADVERTISING, weblog, 12th July,
http://thisisnotadvertising.wordpress.com/tag/olympic/ [Accessed 9th December
2012].
Restrepo, Jose Barrientos. (2007). Inspiration to Young Athletes: the Adidas
Impossible is Nothing Campaign, Atlnals Weblog, weblog, 3rd December,
http://josebarrientosrestrepo.wordpress.com/2007/12/03/inspiration-to-youngathletes-the-adidas-%E2%80%9Cimpossible-is-nothing%E2%80%9D-campaign/
[Accessed 10th December 2012].