This document discusses Adidas's marketing strategies and campaigns. It provides details on Adidas's founding and values. It then describes Adidas's "Adidas is all in" global marketing strategy to present a unified brand image. The document also outlines Adidas's 2013 "Voice of Rugby" campaign in partnership with the Italian Rugby Federation, including its print, TV, digital, and social media components. Finally, it proposes guerrilla marketing activations involving Italian and New Zealand rugby players to promote the Italy vs. New Zealand match.

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Sapienza University of Rome 2013/14
Marketing for business communication
Adidas Marketing Strategy and
Italian Rugby Federation

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Sapienza University of Rome 2013/14- Marketing for business communication
Every great story has a beginning
Adidas was founded in 1948 by Adolf Dassler, following the split
of Gebrüder Dassler Schuhfabrik between him and his older
brother Rudolf. Rudolf later established Puma, which was the
early rival of Adidas. Registered in 1949, Adidas and Puma are
both currently based in Herzogenaurach, Germany.

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Sapienza University of Rome 2013/14- Marketing for business communication
Adidas values
Performance
Passion
Integrity
Diversity

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Sapienza University of Rome 2013/14- Marketing for business communication
!
We give everything we’ve got, then go back for more. No doubts,
no holding back, no giving in. From the court to the catwalk, the
stadium to the street, whatever the game, we play the same way.
Heart over head. Inclusion over ego. United by passion, we go
all in.
Brand manifesto

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Sapienza University of Rome 2013/14- Marketing for business communication
From “Impossible is nothing”
to “Adidas is all in.”
Adidas divided the brand into three main groups with each a separate
focus: Adidas Performance, Adidas Originals and Style Essentials.
"Adidas is all in" is the current global marketing strategy for Adidas
because the slogan aims to tie all brands and labels together,
presenting a unified image to consumers interested in sports, fashion,
street, music and pop culture.

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Sapienza University of Rome 2013/14- Marketing for business communication
“Voice of Rugby”
Adidas campaign 2013 for FIR

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Sapienza University of Rome 2013/14- Marketing for business communication
PRINT
3 creative
layouts, 3 months
in communication
TVC
4 weeks in communication.
High Reach and Frequency.
Sports and teens channels.
High level of engagement.
Facebook activation and high
Level of investment.
DIGITAL www.vocidelrugby.com !
Mobile app !
1 viral video (feat. De Rossi) !
1 product video (Bergamasco) !
TVC 60’’ (social video adv) !
Display adv !
WEB TV placement
Strong activities, including
Interviews, press conference,
Events, photoshooting.
PRESS

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Sapienza University of Rome 2013/14- Marketing for business communication
Adidas Rugby Facebook Page
!
28%
!
5%
!
5%
!
3%
!
3%
!
56%
Italy
New Zeland
France
UK
Argentina Australia

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Sapienza University of Rome 2013/14- Marketing for business communication
“Bonded by Blood”
Adidas campaign 2006 for All Blacks

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Sapienza University of Rome 2013/14- Marketing for business communication
“Italy - New Zealand”
Stadium celebration
Excite and inspire consumers, maximize products and brand visibility,
create continuity between the communication campaign an the match.
!
- Fly banners personalized giant FIR and All Blacks jerseys -
- Branded clap banners to create the stadium choreography -

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Sapienza University of Rome 2013/14- Marketing for business communication
Guerrilla
Activation
!
- FIR players will ask to Italians
to support the Italian team.
- Rome, Via del Corso
- 14 November: 15.00/17.00
- Italy 7 athletes
- All Blacks giant jersey
unveiled by All Blacks.
- Rome downtown
- 16 November 10.30-11.30
- All Blacks 8 athletes
What!
Where!
When!
Who
!
Product Key
All Blacks jersey
and FIR jersey

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Sapienza University of Rome 2013/14- Marketing for business communication
Thank you very much
for your attention