Adidas now so popular, fans creating its adverts
Global sporting apparel titan Adidas has been experiencing a resurgence in recent years. The company has been pushed higher by a combination of popular products, intelligent sponsorship deals, savvy marketing, and Millennial-friendly corporate culture (incorporating elements like diversity and eco-friendliness). But now, Adidas have to hit a new high: its customers are so engaged with the brand that they are creating adverts for it! You can check out student director Eugen Merher’s emotional homage to Adidas below:
Merher, a 26-year-old student at Germany’s Fimakademie Baden-Württemberg, was actually inspired by his own old pair of Adidas trainers (featured in the ad as the ageing marathon runner’s shoes). Despite Merher’s reaching out to Adidas, the Huffington Post reports that there is no suggestion that the iconic trainer-maker will adopt his work as an official piece of marketing material.
As brilliant as the video is, the important thing, from a business perspective, is what Merher’s decision to create it says about Adidas’ brand. It implies the kind of popularity, engagement, and respect that most branding agencies dream of evoking, and is no doubt one of the causes for Adidas “second coming” over the last few years.
Since the beginning of 2015, Adidas has been on a winning streak
Adidas share price over the last five years
SOURCE: Google Finance
At time of writing, the video has been viewed 8,668,647 times on its official YouTube channel alone, where almost 10% of viewers have clicked ‘like’ (an incredibly high number for YouTube). It’s spawned spoof videos, and been featured all over the internet. That’s not bad when you consider it hasn’t even been around for a month yet!
Dominion holds Adidas in its Global Trends Luxury Fund.
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