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Adidas

A Case Study Observing the Effectiveness of Adidas’ Advertising and Marketing Tactics as an Official Sponsor of the 2012 Summer Olympic Games. Adidas. Stephanie Clark. Adidas. German Sporting Goods Store Started by Adi Dassler Designed the first ever running shoe Styles. Adidas.

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Adidas

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  1. A Case Study Observing the Effectiveness of Adidas’ Advertising and Marketing Tactics as an Official Sponsor of the 2012 Summer Olympic Games Adidas Stephanie Clark

  2. Adidas • German Sporting Goods Store • Started by Adi Dassler • Designed the first ever running shoe • Styles

  3. Adidas • Competition • Puma • Nike • Twitter • @adidas • Facebook Page • Like page

  4. Sponsor 2012 Summer Olympics • Signage • Posters, billboards, etc. • Sponsor Olympics and Paralympics • Legal Permission to use Olympic logo • Campaign name • ‘Take the Stage’ • Goals • Market leader in Britain

  5. Social Olympics • Blackout Period • Social Campaign Approach • Athletes • Shoes vs. Clothing • New Products • adiZeroPrime Sp (Sprinting Spike) • Adidas Swimsuits • TechFit PowerWeb • Smart Football

  6. Success • Sales were boosted • Invested $156 million • Increased global profile • Close gap to Nike

  7. Weaknesses • Nike still received more attention • Twitter • Facebook

  8. References • MaNaughton, M. (2012, August 21). How nike stole social media gold from Olympic sponsor adidas. Retrieved from http://therealtimereport.com/2012/08/21/how-nike-stole-social-media-gold-from-olympic-sponsor-adidas/ •  Torry, H. (2012, August 02). Olympics boost adidas earnings. Retrieved from http://online.wsj.com/article/SB100008723963904443 • Olympics - update 1 - adidas sees benefits from healthier lifestyles. (2012, July 23).Retrieved from http://www.reuters.com/article/2012/07/23/oly-adidas-adv-idUSL6E8INGB720120723 • Social and the olympics: A performance comparison on official sponsors' campaigns. (2012). Retrieved from http://www.dachisgroup.com/2012/07/social-and-the-olympics-a-performance-comparison-on-official-sponsors-campaigns/ • Pagano, M. (2012, July 25). 100m in sponsorship - and the olmpics have adidas writtenall over them . Retrieved from http://www.independent.co.uk/news/business/analysis-and-features/100m-in- sponsorship--and-the-olympics-have-adidas-written-all-over-them-7973367.html

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