Adidas the branding became so successful that Dassler described

Adidas

Adidas AG (stylized as ?did?s
since 1949) is a MNC, founded and headquartered in Herzogenaurach, Germany, a designer
and manufacturer of shoes, clothing and accessories. It is the largest
sportswear manufacturer in Europe, and the second largest in the world, after
Nike. It is the holding company for the Adidas Group, which consists of the
Reebok sportswear company, Taylor Made Golf Company (including Ashworth),
Runtastic, an Austrian fitness technology company, and 8.33% of Bayern Munich,
the football club. Adidas’ revenue for 2016 was listed at €19.29 billion.

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The company was started
by Adolf Dassler in his mother’s house; he was joined by his elder brother
Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted
in the development of spiked running shoes (spikes) for multiple athletic
events. To enhance the quality of spiked athletic footwear, he transitioned
from a previous model of heavy metal spikes to utilizing canvas and rubber.
Dassler persuaded U.S. sprinter Jesse Owens to use his hand made spikes at the 1936
Summer Olympics. In 1949, following a breakdown in the relationship between the
brothers, Dassler created Adidas, and Rudolf established Puma, which became
Adidas’ business rival.

Adidas’ logo is three
stripes, which is used on the company’s clothing and shoe designs as a
marketing aid – Adidas bought the branding in 1952 from Finnish sports company
Karhu Sports; the branding became so successful that Dassler described Adidas
as “The three stripes company”. The brand name is uncapitalized and is
stylized with a lower case “a”.

Target
audience

The company targets the
sports people. And so always want to inspire people to join sports and increase
their target segment. And so is the case even with this campaign of Adidas
where he shows how sports change lives of people.

 

 

Idea
generation

We live in a time, when
disability doesn’t lead to the end of an active person’s journey. And a  new Adidas campaign in India draws attention
to something that has never occurred to most of us: Why should a blade-running
athlete with only one foot—or anyone else—have to buy expensive athletic shoes
for both feet?

Odds
by Adidas

Adidas launched a unique
footwear initiative – ‘Odds’ which is customized to the needs of the
para-athletes. ‘Odds’ is a pair of shoes for the same foot. The initiative
emerged from a simple insightful idea from Taproot Dentsu of giving
para-athletes, primarily blade runners, a pair of the same side footwear they
need, rather than the generic pair that is sold to consumers. It is an ode to
all athletes in the world who choose to run against the odds.  

The campaign is being
launched by Taproot Dentsu and Carat Media and is led by an inspiring film
featuring marathon runner Major DP Singh, India’s first blade runner with Kabir
Bedi’s voice for the cause. The film captures the Major’s life and his passion
for running. Major DP Singh believes that, “Losing a part of the body does not
lead to disability. Losing the will to fight out odds does. Celebrate odds and
be the winner. If you wish to give up anything, give up giving up. That’s
the message I wish to give everyone. And that’s the reason I run every day”.

Adidas believes in a
simple principle. “No Athlete left behind.” This philosophy is at the heart of
‘Odds by Adidas’. The company encourages& cheers the para-athletes on to
achieving their best on the field of play and we hope Major DP Singh’s story
inspires many more to live their dreams and prove that Sports has the power to
change lives.

 Celebrating
impossibly glorious feats makes all of us strive harder and look beyond our
limitations. Such is the power of this story-telling ‘Odds’ will feature the Adidas
Mana Bounce from the 2016 Fall Winter range. Depending upon the need, athletes
can either choose to buy a pair of shoes for the right foot or a pair of shoes
for the left foot. 

 

 

 

 

Agencies
and People Involved

·        
Agency: Taproot Dentsu

·        
Chief Creative Officer: Santosh Padhi
(Paddy) & Agnello Dias

·        
Creatives: Santosh Padhi (Paddy), Piyush
Gupta, Apoorva Jain, Shraddha Jagtap, Shivam

·        
Account Management: Umesh Shrikhande,
Ayesha Ghosh, Gargi Raju, Radhika Saha

·        
Production House: Nomad Films India.

·        
Director: Veneet Raj Bagga.

·        
DOP: Tassaduq Hussain

·        
Executive Producer: Anju Vaswani

·        
Producer: Manju Moses

·        
Media Agency: Carat

·        
Digital Agency: Isobar

 

Strategy

Indians are not
sports centric, barring cricket and few other forms of sport, we are a passive
sporting nation. But things are changing with the newer generations approach
towards lifestyle, the company wanted to add to the momentum. Hence, the whole
idea was not only celebrating the para-athletes courage and approach towards
sport but with this campaign through  an inspirational
story about Major DP Singh and his approach towards sport will certainly move
common Indians to get into some form of physical activity. As they say, a
healthy body leads to a healthy mind.

 

Big
idea

The company tries to
treat all their customers equally and found that it was unfair for the
para-athletes as they had to buy a pair of shoes of which one would be of no
use and came up with the idea to offering the same foot shoes such customers.
And they chose Major DP Singh, whose story would inspire the customers and
showed him running at even and uneven places and positioned it as “uneven pair
of shoes for uneven legs”. The idea was to reach out the customers with dual
message: “Nothing is Impossible” and to inspire and motivate many others to
play sports.

 

Creative
execution

The company decided to
make a fil on the story of India’s first blade runner Major DP Singh, who lost his
legs but not his determination to run again. He evens out the uneven. The film talks about his
journey as India’s first blade-runner, and one of the first Indians to run a
marathon with an artificial limb. The film had inspirational lines and used the
voice of Kabir Bedi, to make it more impactful for the customers.

This was
something very inspirational and also had an emotional effect on the customers,
which led to change in the behavior of the customers.

 

Media
plan

The advertisement was released across media including
digital, television and outdoor, the campaign shows Singh running on a bridge,
a mountain and a road even as the voice-over by  Kabir Bedi, who tells an impact full line,  “Odd, isn’t it? For a man to run when
technically he shouldn’t even be walking?”

 

Awards

·        
Taproot Dentsu
won the Integrated Lotus Gold for the Adidas Odds campaign, for the same work
for which it also won two Golds in Promotion and Film Craft Lotus. The agency
also took three Bronzes – two for Films and another for Promo Integrated, again
for Adidas.

·        
D awards
2017

·        
Taproot Dentsu
won six Golds for the Odds by Adidas campaign under four different categories
at Goafest.

o  
Radio Single
under the sub-category of Clothing, Innerwear, Footwear and Accessories.

o  
Gold in the
Radio Craft category under sub-category, Writing.

o  
 Gold  in
the Brand Activation category under sub-category, Programs that use multiple
media platforms in one promotional campaign

o  
the next three
Golds came in the Direct category under three different sub-categories – Direct
Response Print, Direct Response (TV, Radio & infomercial) and Direct
Campaign using Any 2 forms

 

 

 

Effectiveness

Odds became the
most talked about campaign during the Paralympic. People started participating
in the discussion about the need to even out the odds. With over 5 million
views in a week. 1.5 million Likes. Generating PR worth 9.5 million dollars for
free. Creating over 27 million media impressions globally.

 

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