Adidas Marketing Plan

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The acquisition of Adidas by French financier Robert Louis-Dreyfus in 1993 has been the
beginning of a big brand name; Adidas has expanded its product line and absorbed other sports-
gear makers.   It closed a $3.8 billion acquisition of competitor Reebok International Ltd.  
Adidas planned maintain the Reebok line and promote it globally along side with the Adidas
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brand.   Adidas during 2006 made a decision to purchase Reebok and though they purchase
another shoe company business did not flourish.   Adidas had to deal with the fact that the
company they acquired was not doing well in the market and a new marketing promotion plan
needed to take place to reinvigorate the consumer’s purchase of the product.   Adidas has to
strengthen there brand and the idea was to build the brand name with sponsorship during the
2008 Beijing Olympics.
      The sponsorship opportunity in Beijing was a springboard to gain a larger share of the
world's fastest-growing major market and become the marketing leader in China during 2008.  
The marketing strategy was a blend of action photography and computer graphics.   The series
was released in phases during the Beijing 2008 Olympic Games.   “Together in 2008, Impossible
is Nothing” is an integrated marketing campaign.   Through a combination of TV, print, outdoor,
PR, digital, point-of-sale and road shows across the country of China, the campaign provides
various platforms enabling consumers to get closer to the athletes and the Olympic Games.   The
Beijing Olympics is fast approaching and this early, most companies who want to place their ads
and endorsements in this monumental event are trying strategically to place themselves and
capture a piece of the