A
Desire for Individuality (Adidas “Originals Campaign)
A desire for individuality. Adidas sell
this idea. They have seen the market change that fashion has become more about
retro and young people mainly wanting to be “different” and “Original” Late 80’s
early 90’s fashion is much sort after again with the boom of charity and
vintage shops. Oldskool Adidas items are very popular in these shops and Adidas
took advantage of this and released there “Originals” campaign, using there old
logo and producing vintage style fashion clothing despite been a sports brand.
“Go out into the culture and actually find
out where they are using it. Where the brand idea lives. Try to merge with it.”
(No logo, Documentary)
They Branched and now have there fashion
and sports label which are seen as totally different brands almost. This has
brought Adidas out of the shadows to become the 2nd highest grossing
sports brand in the world.
(No Logo Documentary)
“What consumers are thinking and feeling
while they were consuming the product.”
“When you have a desire of what you want
the brand to represent you start to sponsor relating events. Endorsing
celebrities to wear your clothing and then put them in your advertising. Grab their
energy and identity so the brand has the same cultural role”
“The super brands everyone is everything?”
Book References
Corporate Identity (Wally Olins)
Chapters “The corporate search for Identity”,
“Visual Style”
On Brand (Wally Olins)
“Why brands are important to customers”, “Living
the Brand”
The Rebel Sell (Joseph Heath and Andrew
Potter)
“From status seeking to Coolhunting”
No Logo (Naomi Klein)
Ways of Seeing (John Burger)
Internet Sources
Wikipedia
In the 80's, Run DMC
furthered adidas’s street cred with the rap “My adidas,” paying homage to their
favorite shell-toe. But by the early 90's, Nike and Reebok were out-marketing
adidas – even in Germany, its own turf. Kids weren’t interested in the sneakers
their parents wore, and adidas found itself forgotten in the back of the
closet,
