Analysis of All In Adidas

Advertising campaign: All in 2011

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Table of Contents
 Sports.........................................................................................................................................................10

 Street..........................................................................................................................................................10

 Style............................................................................................................................................................10

Bibliography................................................................................................................................................................ 18

Works Cited.................................................................................................................................................................19

I. Introduction about Adidas

II. Introduction about Adidas All In

III. Genesis of the campaign

IV. Campaign message

V. Position

VI. Campaign at glance

VII. Advertisement objectives

VIII. Specific target audience

IX. Media vehicle selected

X. Event management objective

XI. Adidas in Vietnam in this campaign

XII. Campaign Effectiveness

XIII. Recommendation

XIV. Reference

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I. Introduction about Adidas

Adidas is a German multinational corporation that designs and manufacturers sports clothing
and accessories based in Herzogenaurach, Bavaria, Germany. Besides sports footwear, Adidas
also produces other products such as bags, shirts, watches, eyewear, and other sports &
clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe
and the second biggest sportswear manufacturer in the world.

Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler
Schuhfabrik between him and his older brother Rudolf (who established Puma, which was the
early rival of Adidas). Registered in 1949, Adidas is currentle based in Herzogenaurach,
Germany.

The company’s clothing and shoe designs typically feature three parallel bars, and the same
motif is incorporated into Adidas’s current official logo.

Main products of Adidas:

 Running: adiStar Salvation 3, adiStar Ride 3, Supernova Sequence 4, and Supernova Glide 3.
In additions, their performance clothing is widely used by runners. Adidas also uses
kangaroo leather to make their more expensive shoes.

 Football (soccer): One of the main focuses of Adidas is football kit and associated
equipment. Adidas remain a major company in the supply of team kits for international
football teams. Adidas also makes referee kits that are used in international competition in
the world.

 Tennis: Adidas has sponsored tennis players and recently introduced a new line of tennis
racquets. Adidas sponsors the following professional players with mainly clothing and
footwear: Ana Ivanovic, Andy Murray, Fernando González, Flavia Pennetta… Adidas tennis
clothing contains the ClimaCool technology found in other athletic Jerseys and shoes.

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  Golf: Adidas Golf sell and manufacturer Adidas brand golf clothing, footwear and
accessories.

 In additions, Adidas still develops products in cricket, basketball, lacrosse, rugby,

gymnastics, skateboarding, baseball, field hockey.

(Pef.czu.cz)

II. Introduction about Adidas All In Campaign

Herzogenaurach, March 14, 2011 – On March 16, 2011, adidas unveils its latest global brand
campaign. This is the first time that the company has created a campaign leveraging the adidas
Sport Performance, adidas Originals and adidas Sport Style sub-brands, ensuring that it is the
most diverse and all-encompassing glimpse into the brand ever. The campaign showcases
adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the
worlds of sport, music and fashion. Captured in their natural, authentic surroundings, brand
ambassadors from football stars Lionel Messi and David Beckham to NBA star Derrick Rose
and pop icon Katy Perry to the adidas skateboarding team and many more show that when you
love your game, whatever the game, you put your all into it.“In the past ten years we have
successfully extended the adidas brand into three powerful sub-brands with adidas Sport
Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the
breadth and depth of the adidas brand in one global brand campaign,” explains Erich
Stamminger, member of the Executive Board responsible for Global Brands. "’all adidas’ is the
biggest campaign we have ever executed. Its creative concept brings together the diversity of
the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are
giving an authentic statement with credibility only adidas has.”

Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the
commercial for TV and Cinema as well as an extended 2-minute version for Online. Viewers
and fans can then continue the conversation with adidas online through social platforms such as
Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of
the brand – from new product releases to competitions for Katy Perry tickets and much more.
adidas already engages in excess of 10 million fans of the brand on a regular basis across these
platforms. In addition, the creative will come to life in a complete through-the-line offering,
including mobile, retail, activation events and print.
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 Montreal-based agency Sid Lee created and produced the global campaign. Sid Lee was hired
as the global advertising agency for lifestyle label adidas Originals at the start of 2008 and
developed the global campaigns for Originals in 2009 and 2010. In 2010, Sid Lee was
announced as the global lead-agency for the entire adidas brand.
The “all adidas” campaign takes place throughout 2011 in a mix of environments from sport to
music, lifestyle to fashion with different elements rolling out over the year. (Adidas Group)

III. Genesis of the campaign

The sport apparel market has always been a happy hunting ground for many player like Nike,
Reebok, and New Balance. Adidas, for many years has been the the world's second-largest sporting
goods company, chasing with Nike for the position of the leader. However, the distance tend to
expanded year by year. In the efforts to decrease the distance between itself and the world's largest
sports equipment brand, Oregon-based Nike. Adidas had put on its game face and went ‘All In.’
‘One Brand Anthem,’ that’s bringed together its three lines of business (sports, style and street) into
one massive global brand campaign. (13ht)

The campaign effort was launched after Adidas officials outlined their ambitious Route 2015 in
November,2011, with plans for sales growth of 45 percent to 50 percent by 2015.

"This is a campaign that will show the breadth and depth of the Adidas brand," said Patrik Nilsson,
president of Adidas America, the Portland-based North American headquarters which participated
in shaping the campaign. (strategyonline)

Ever since Adidas’ contested and innovative sponsorship of Run DMC in 1986, it has been apparent
that the company’s brand is explicitly attempting to permeate hip-hop and urban cultures. The move
was praised by advertisers and questioned by hip-hop purists. While the entire sneaker and sports
apparel industry has been historically linked to urban sub-culture, few have made the link so
directly as Adidas has recently.

Adidas launched its “largest marketing campaign in history,” that began with a series of ads running
under the “All In Label.” What was particularly interesting was that these ads didn’t feature athletes
like Lebron James or Derrick Rose, as would be expected of an athletic footwear company. Instead,
the focus of the videos were broken into different sectors from sports to culture, with an emphasis
on hip-hop. The video featured Snoop Dogg and B.o.B. with cameos by Odd Future’s Hodgy Beats

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and Domo Genesis. This is interesting on two levels: Adidas’ refocused branding and the potential
corporatization of hip-hop beyond music. (oregonlive)

IV. Campaign message

Heart over head. Inclusion over ego. United by passion, we go all in. This is the slogan
for adidas’s campaign, featuring a three spots connecting the worlds of sports, style, fashion and
music. Starring Derrick Rose, Dwight Howard, B.o.B., Katy Perry, Lionel Messi, David
Beckham and many more, the campaign captures the passion these guys put into their game, and
takes a look into the visceral nature of raw passion. The central idea is that when you love your
game, whatever that game may be, you put your all into it. (dimemag)

The campaign concept takes away the boundaries of fame, money, age, gender, and geography and
showcases the passion that unites us all, celebrating Adidas’ place in the world of not only sports
but also music and fashion.
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 V. Positioning

Adidas developed the positioning ‘For the love of the game, no matter the game, all sports, all
interests, we put our heart into it,’ recognizing that with kids, love of the game is similar whether
it’s a function of street, style or sport. Whatever they’re passionate about, they always really go for
it ‘All In”. (strategyonline)

VI. Campaign at glance

Adidas is All in

Media Vehicle
Rationale Objectives Target audience Class

Change and Gain market 12-25 years old Television  ESPN, Star, Sports, HBO,
reshape share involved in Star Movies
consumer sport, music and
perception Reenergize  Own Website, ESPN,
fashion
position as the brand Yahoo, Facebook
world of sports,
 Wall scraper, billboard,
music and
building climbing
fashion
 Magazines

 Internet

 Outdoor

 Print

VII. Advertisement objectives

1. Reach out with this all-encompassing narrative and engage next generation youth, 15- to 25-
year-olds, and resonate with them across their various passion points, like sports, fashion,
music, film and gaming, pulling those together with Adidas’s sports, street and style lines in
order to position itself as a really meaningful brand in their lives.

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 2. Sales growth of 45 percent to 50 percent by 2015. (oregonlive)

3. Bring together its three lines of business (sports, style and street) into one massive global brand
campaign. Stay the brand in a good position to be able to tell its story in full that Adidas as a
brand, instead of separate fashion and sports brands.’
(strategyonline)

VIII. Specific target audience

Youth, 15- to 35-year-olds.

IX. Persuasion techniques used to achieve objectives

1. TV commercial

In order to inspire people, Adidas used a 60- and two 30-second commercials airing on TV
and in cinema to get people off the couch – they were teased by 5-second shorts prelaunch
– as well as digital and high-impact OOH, which all revolved around the insight that those
experiencing an ‘ultimate moment’ in something they’re passionate about share a similar
kind of ‘game face.’ It features Adidas celebrity brand ambassadors, including Argentinean
soccer sensation Lionel Messi, the Adidas skateboard team, pop star Katy Perry and soccer
legend David Beckham as they work up to and experience that moment. The campaign also
includes appearances by British heptathlete Jessica Ennis, tennis player Andy Murray and
NBA star Derrick Rose. Media vehicle selected and rationale behind it.

2. Memory and action

A common yet distinct thread of consistent style, content and execution runs through all
commercials that spurs familiarity between audience and the brand.

3. Narrative

The campaign, through stories of real people attempting and achieving what once seemed
all in goals, hopes to inspire people to think about their own obstacles and how to
overcome them. The idea is that the attempt is worth the effort and Adidas wants to be the

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 shirt or the shoes or the equipment that the consumer has on when attempting the
impossible regardless of the outcome.

(13ht)

X. Media vehicle selected

1. Television

In the United States, 60- and 30-second commercials was aired on network and cable, including
spots on FOX during "American Idol" and a large rotation on MTV, ESPN, Comedy Central and
elsewhere.
Fifteen-second teasers of the campaign began airing Sunday night on ESPN. All of the teasers can
be seen at www.youtube.com/adidas.

In Vietnam, the advertisement does not appear on TV.

2. Internet

 Own website: Adidasallin.com or Adidasall24

 Facebook Fanpage: www.facebook.com/adidas

Along with Adidas’s fan page, brand ambassadors’ fan pages will be leveraged, providing fans
with more in-depth Adidas ‘All In’ video footage specific to the Adidas celebrities.

3. Magazine and Newspaper

In Vietnam Adidas promoted on magazine for younger such as 2!, 2! Đẹp, Thời trang..

4. Out door

Using groundbreaking tactics such as billboard soccer, building climbing, expansive wall scrapers

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and topiary styled billboards are part of the adidas arsenal. These avant garde techniques have
been successful in capturing the undivided attention of the audience.

5. Endorsement

Professional athletes and sport stars- celebrities in their own rights have been core to the campaign
in every form. Their association with the brand also serves a testimonial to the unmatchable
quality of footwear and apparel range.

XI. Event management objective

The campaign in Asian (exactly 6 countries included Thailand, Malaysia, Indonesia, Vietnam,
Singapore and Philippines) was “Adidas is all in – All24”, giving the youth of South East Asia
the ultimate platform to celebrate their passion, on the grandest scale imaginable. They staged
an epic 24-hour celebration of sport, street and style across six key cities, featuring the best
international and local talent. Through a display of all-day graffiti mission, skate challenges,
epic football match-ups, basketball encounters, relay runs and amazing dance and fashion
showcases, it took passion to a whole new level all day all night all 24.

To keep the energy flowing, popular DJs would be spinning their unique brand of hip-hop,
house, and electro beats. Round the clock, top athletes, football stars, professional runners
and skateboarders, graffiti artist groups, famous dance crews and celebrity dancers, and the
movers and shakers of the fashion industry would be showcasing their love and support for
Adidas. The Adidas family would not only showcase their talents, but also bond and support
young hopefuls as they go all in at All24.

 Sports
During the 24-hour event, individuals interested in basketball could participate in free-throw
and 3-point shootouts, while groups of 3 could join the 3-on-3 competition, with the longest
surviving team winning the top prize. For football, players could engage in the 5-on-5
competition—again, with the longest surviving team taking the top prize. Runners, on the other
hand, would get their adrenaline pumping for a one-of-a-kind relay race.
 Street
Skateboarders of all skill levels were encouraged to come down and celebrate their love of the
sport. For the contest, skateboarders would need to exhibit their best tricks and stunts in order
to be number one. In celebration of street style, graffiti artists were called on to register and
create on-the-spot masterpieces in designated areas of the All24 event. Dancers got the
opportunity to show off their skills whether with their crew in the street dance challenge or on
their own in the B-boy/B-girl battle.
 Style
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 Finally, up-and-coming fashion designers were encouraged to participate in a fashion design
competition to display their creativity around the theme of “Passion- the Things that excite you
the Most”. Incorporating the iconic Adidas 3-stripes, each piece should celebrated
individuality, whether it’s casual contemporary, street sleek or sporty chic. The competition
would be judged by a panel of well-known industry players and the top creations would make
their way to the catwalk on the final.
Results
Across the six countries, more than a total of 30,000 participants turned up for the all 24 events.
Buzz and involvement grew rapidly as local Facebook and Twitter pages recorded high
participation and viewership rates during the event period, resulting in an increase of about
50,000 new fans. Positive sentiments generated from the event helped to spread word-of-mouth
about the new Adidas branding. It also contributed to an average of 20% increase in sales
across all products during the campaign period in all six markets.

XII. Adidas in Vietnam in this campaign

1. Genesis of the campaign: “Adidas is all in” in around the world and keep the passion for the
young people.

2. Campaign message: We all have something we can’t stop thinking about. Be it music, sports or
fashion. And if you truly love something, you’ll never want to stop doing it. Passion. It’s what
keeps us going.

3. Advertisement objective:

o To gain an edge over the competition in Vietnam market (such as Nike, Lining…) and reach
the young Vietnamese consumers

o Promoting brand Adidas through consumer participation

o Positioning Adidas as the most inspirational and motivational sport apparel and footwear
brand

4. Specific target audience: young consumers (under 35 years old) who have the strong fire of
passion and involve in sports

5. Media vehicle selected and rationale:

o Internet: young consumers refer spending time on surfing Internet to watching television,
Adidas Vietnam didn’t make any TV commercial but targeted into internet to promote this
campaign.

 On own website http://adidasisallin.com.vn (but now crashed): at this website, users could
see wallpapers, videos about this campaign. The graphics and audio ensured that the user
spent more time browsing through the content of the campaign. In addition, this website

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 provided the stories of many ambassadors, and users even could share their own personal
stories.

 Facebook: One Facebook fan page was launched to introduce and provide the information
about the campaign: https://www.facebook.com/adidasVN. The administrator of this page
organize many mini games to attract people into this page and this campaign (such as
asking about the ambassadors in the main commercial of Adidas – Katy Perry, Lionel
Messi, David Beckham…) and update all the activities of All24 on May14, 2011.

 Announcement on online newspapers:

o In store: Standee and poster about All24 would be pasted in the door and wall of Adidas store.

o Out store: Standee and banner

o Rationale behind: Adidas Vietnam used Facebook and Online newspapers as the main tools to
promote, because the target audience of Adidas was younger, and maybe the promotion in store
and out store could not be enough to give the information and attract others. Until the people
could interact with this campaign, it’s time for the success of All24.

6. Campaign effectiveness: The explosion of youth passionate at All24

On May 14, 2011, All24 attracted thousands of young people to participate in Youth Cultural
House, HCM city with many different activities: Sports, Fashion, Music and Street art.

Even though the weather was too hot, everyone still joined with the high level of passion. It
could be said that even the event lasted more than 12 hours; the number of participants was still
huge.

Many celebrities were invited that day: rapper Suboi, 365 Boy Band, Van Mai Huong singer …
They enjoyed and recognized people for their dedication.

(zing news)

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XIII. Campaign Effectiveness

1. Global campaign

The campaign is effective as it connects deep in the heart of consumers, where it shows many
different facets of life that consumers relate to besides sports, building brand equity across
different product categories, such as headphones.
The results were astounding: Adidas YouTube channel views jumped 26X and subscribers
doubled over the course of the campaign.
The YouTube roadblock reached 4 million more consumers on their mobile devices.
Adidas’ All-In video was viewed more than 2 million times in the United States. It received 6,252
likes and 1,869 comments.

However, some major flaws are that Adidas could have picked more credible ambassadors, such as
replacing less experienced artists like Katy Perry with more renowned and talented yet current
artists like Beyonce or Pink.
Another issue is that although this is meant to be a global campaign, the ad, and many other “all
in” ads, focuses too much on Western superstars, and fails to consider the Asian market. Perhaps
they should take that into consideration and cater more towards Asia such that it can become a
truly global brand.

2. Vietnam campaign

In Vietnam, even Adidas hold an big even in Ho Chi Minh city, the success of this campaign, in
general could be listed as low.

In the world, the all-in campaign is listed as one of the biggest campaign in history and the big one
in Adidas history. It consume more than … of Adidas. But, in Vietnam it isn't a really big and
effective campaign.

Some notable characteristics of All24 Vietnam Campaign we must remember before analysis their
performance is:

 Most of action and most budget of campaign is spent for PR activity.

 Don’t have unique and customization sales promotion for campaign, only some end-season

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 eales.

 All of ads activity don’t have high effectiveness, failure in “write" message in customer's mind.

Campaign Evaluation

PR activity is which Adidas focus and spent most resource which include:

All-in event: Hold in 3 biggest city of Vietnam: Hanoi, Ho Chi Minh and Nha Trang. They
invite some celeb to attract people to go to their event.

Strength of All24 event is:

 Have some celeb and hold ins some very famous place in Hanoi, Nha Trang and HCM. It
makes customer easy to join and watch event.

 Very interesting event: Most of sport, activity in All24 day is popular, well-known,
preferred in young segmentation. Some of them (for example: break-dance, stake) not only
interesting while playing but also in watching.

 Its very unique activity. They don't use much traditional sport. For example, with the
football, it not only 11 vs. 11 version. They are shot ball to target… This remove the barrier
for newbie and anyone can join and enjoy all 24 day.

 It designed for targeting customers of Adidas: young, have passion with sport, external… It
makes them feel happy and feel very “sporty" while saw Adidas brand everywhere.

But event have some weakness:

 Layout of some event is not good and makes customer don’t feel really
comfortable.

 Don't have strong connections between events → All24 seem be a 5 individual event than
big event.

In conclusion, All24 day is good event, biggest and most important activity in All24 Vietnam
campaign.

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Newspaper activity

After 2 years, we only search a article about this event on all of newspaper. blog in Vietnam.
Seem be the PR-man of Adidas or Adidas’ agency only wrote 1 article to use one every single
website in Vietnam.

Image/branding activity

Change the layout, outside view of all store in Vietnam. They push the image of representative
(Messi and Katty) wish new slogan on windows of store. Its makes

 Customer see the image and maybe remember their message.

 Change the inshore experience of customers.

But seem be its not effective in deliver message to customers. One of the reasons is they don't
use a strong media vehicle (for examples: TV) to deliver message.

Internet Marketing

They used Facebook as a important channel of this campaign but don't take high effective:

 On Offical Adidas Vietnam’s Facebook, their event have 45 going. Its really bad
result they can have more and more customer if they change their action and more
serious with.

 After event activity is bad. They don't have much image about event (Image is the
most office commutation way on Facebook. That makes customers hard to find their
image on event → hard to share and makes WoM effect.

Overall about Vietnam All24 Campaign

All24 campaign have same format as the global campaign. It deliver same message, same
channel (TV is cut) to same targeting customer. But Vietnamese fail while global is success.
Why?

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 They don't spent much in Vietnam.

All24 is the biggest campaign in Adidas history but seem be it have a small budget in Vietnam.
They only hold an event, don’t spend money for TV, only one PR article…

Vietnam is very difference market

Vietnam have difference way to learn, record image and message. They don't customize the
campaign for Vietnam market that why they don't have a big success in Vietnam.

They don't respect Vietnam market

Vietnam is big and potential market but maybe Adidas not list Vietnam as main market or not
focus to change brand image in Vietnam.

XIV. Recommendation

PR Activity

All in event: must have larger size, in one more day. Some part, which can have many customer
can change the way they hold. For example, with break-dance contest they can invite some well-
known’s player or some underground artist which famous in young and hip hop community to
attract more people.

Events must have more connections to other. It may be more focus and be the big event is better
than many single events.

Communications: They must customize other article for other newspaper than use one for all
because:

 Others media have difference segment. The way to effective deliver message on other media
vehicle is difference.
 They have other kind of content to attract customers.

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 Brand image

They don’t success in deliver message and don't reach the most important goal: make
customers remember new brand/slogan image.

They should:
- Increase the frequency new image appear on media.
- Change the way to deliver message, customer to suitable with other customers.
- Use more channel to reach more target.

Online activities:

Have very poor effective, only 45 going and 179 invited. They should

 Use FB influencer to attract more people join event.

 Use FB ads to reach more people.

XV. Reference

Bibliography
(n.d.). Retrieved 2013, from http://www.dailytexanonline.com/life-and-arts/2011/11/15/adidas-largest-
marketing-campaign-in-history-brand-hip-hop

/strategyonline. (n.d.). Retrieved 2013, from

http://strategyonline.ca/2011/04/01/adidas-20110401/#ixzz2l79OXqWG

Adidas Group. (n.d.). Retrieved 2013, from http://www.adidas-group.com/en/mediab/news-archive/press-

releases/2011/adidas-all-launching-biggest-marketing-campaign-brands-history/

dimemag. (n.d.). Retrieved 2013, from http://dimemag.com/2011/03/new-commercial-adidas-is-all-in/

oregonlive. (n.d.). Retrieved 2013, from

http://www.oregonlive.com/business/index.ssf/2011/03/adidas_goes_all_in_with_new_ad.html

Pef.czu.cz. (n.d.). Retrieved 2013, from Adidas History:

pef.czu.cz/~linhart/Granty/EO/skoleni/dPMNikeAd.doc

zing news. (n.d.). Retrieved 2013, from http://news.zing.vn/Gioi-tre-bung-no-dam-me-tai-all24-

post115625.html

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Works Cited
(n.d.). Retrieved 2013, from http://www.dailytexanonline.com/life-and-arts/2011/11/15/adidas-largest-
marketing-campaign-in-history-brand-hip-hop

/strategyonline. (n.d.). Retrieved 2013, from

http://strategyonline.ca/2011/04/01/adidas-20110401/#ixzz2l79OXqWG

Adidas Group. (n.d.). Retrieved 2013, from http://www.adidas-group.com/en/mediab/news-archive/press-

releases/2011/adidas-all-launching-biggest-marketing-campaign-brands-history/

dimemag. (n.d.). Retrieved 2013, from http://dimemag.com/2011/03/new-commercial-adidas-is-all-in/

oregonlive. (n.d.). Retrieved 2013, from

http://www.oregonlive.com/business/index.ssf/2011/03/adidas_goes_all_in_with_new_ad.html

Pef.czu.cz. (n.d.). Retrieved 2013, from Adidas History:

pef.czu.cz/~linhart/Granty/EO/skoleni/dPMNikeAd.doc

zing news. (n.d.). Retrieved 2013, from http://news.zing.vn/Gioi-tre-bung-no-dam-me-tai-all24-

post115625.html

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