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The Marketing Communications Strategy & Mix: Sports Company - Case Study Example

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This paper "The Marketing Communications Strategy & Mix: Sports Company" discusses Adidas that remains to be one of the leading manufacturers and suppliers of athletic footwear, apparel, and accessories. This achievement is definitely a result of continuous innovation and a broad product portfolio…
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The Marketing Communications Strategy & Mix: Sports Company
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Download file to see previous pages Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular sport in the whole world, ranking first among other events such as basketball, tennis, golf and etc. It proves to have the edge among its rival sports due to its popular cultural appeal. From the time that the National Football League (NFL) was established, the sport already gained popularity due to particular players whose performance and mass appeal drew a huge number of fans in the stands. Its popularity is also mainly caused by the simple rules that the sports employ, overcoming language barriers and over-complex rules. Today, with the whole world anticipating and cheering on football games from the NFL, the World Cup, among others, this sport has also become a vehicle for marketing as far as sports suppliers are concerned. Its commercial attractiveness is perfect for athletic gear distributors, athletic health products and other items. One of the brands that have capitalized on the commercial value of this sport is the Adidas brand.

The Adidas brand’s history may be traced back to post World War 1 era when two German brothers sold sports shoes in partnership until the late 40s (Adidas. 2008). The company underwent several changes in ownership and management over the years. Fast forward six decades later, Adidas has evolved together with the popular sports and forged partnerships with other groups and individuals to produce shoes that best fit professional athletes of the most popular sports.  ...Download file to see next pagesRead More
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