There are many brands in the sports clothing market, but two of them are leading the market. Those are Nike and Adidas. Although they have different characteristics, they still have many things in common. First of all both brands started from similar points and ended up with same destiny. Adidas founded in 1924 by Adi Dassler, a man was designing only shoes for bobsleigh athletes and Nike is founded in 1972 by a track athlete and his coach who were distributors of a Japan shoe line. Today both brands are not only known for shoes or sports clothes but also life style clothing. Both brands are now beyond sports.
Besides performance sports, both brands have several different lines for extreme and outdoor sports and they are producing casual clothes for daily activities. When we look at the recent collections of these brands we can see many clothes and accessories can be dressed daily and only jeans are not included for now. While aiming to produce outfit can be putted on all day, Nike and Adidas targeted the same trend and used same idea here again. Return to past… First Nike, released the Cortez 72 line which refers to its foundation date, adapted the historic elements of those years into today’s modern clothing. Adidas, on the other hand, released the Original series, emphasizing the originality of the brand and its trademark 3 stripes.
Today Nike and Adidas still follow that path however they differentiated in their targets of latest advertising campaigns.
The latest advertising campaigns of Nike are more focused on performance sports like basketball, football and tennis. As always Nike’s campaigns includes many sports celebrities. Kobe Bryant is starring in the funny campaign of world lightest basketball shoe, the Ankle Insurance Co. campaign, while football stars Cesc Fabregas, Joe Cole, Didier Drogba and tennis number one Rafael Nadal appear in V for Victory campaign. Both campaigns are very bright and colorful, especially V for Victory.
Then again Adidas has new campaign featuring a lot of celebrities. After the latest version of “Impossible Nothing” Adidas turn to life style clothing line and launched a brilliant campaign for the Original series. The new campaign of Adidas “Celebrate Originality”, is celebrating the 60th years of the trademark 3 stripes and can be seen on classical mass mediums such as TV, cinema and magazines, as well as in many social media network on internet. The internet part of the campaign includes many videos which can be considered as viral. As being one the best using the power of YouTube, Adidas launched a branded YouTube channel for this campaign similar to what it did in All Star. The first video of the campaign, “The invitation” is a very good viral video about how the Adidas celebrities invited to the House Party. The second video is about the house party with the attendance of athletes like David Beckham, Kevin Garnett, Guillermo Vilas and pop/rap stars Miss Elliot and Katy Perry. I think the celebrity choice of the campaign is aligned with the message and the target audience of the campaign. A sport fashion icon like David Beckham along with two trendsetter pop/rap idol Katy Perry and Miss Elliot give the message that the Original series means fashionable and trendy, while Guillermo Vilas gives the message that Adidas is for everybody in every age.
More for the campaigns please go to following links.
Adidas – Celebrate Originality
March 15th, 2009 at 6:31 pm
Yorumlarınız yeni sosial yaşam analizciliğinizin ne denli
başarılı olduğunun kanıtıdır.
Kutlarım.
Saygılarımla,
March 26th, 2009 at 4:23 pm
Çok teşekkür ederim Nihat Bey.