Adidas

woven tubular runnerCreative BriefAC111 Advertising & PromotionShuhen (Tiffany) Chang

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OutlineBackground OverviewObjectiveAudienceCompetitorsMessageVisualDetails

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BackgroundCompany / Product / SWOT 3

AdidasGerman sportswear and sports equipment company. Adidas divides the brand into 2 main groups with each a separate focus:Adidas Performance and Adidas Original. The latter one is more lifestyle, fashion oriented.Slogan: Impossible is NothingStrong branding, premium products, extensive global presence, and commitment to innovationAside from innate athletic spirit, Adidas also connects actively with fashion, music and art leaders and brands to increase its brand value, and transforms its image into a Fashion-forward Sport label.4Adidas x Jeremy Scott

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Product - Tubular RunnerOrigin of the NameIt is called Tubular because of its outsole design, which is modeled after inner tire tubes.Vintage DNABelongs to the product line of Adidas Original. Its the most classic Adidas running shoes whose prototype born in early 90s. Brand IndicatorTubular plays a role as an Indicator of where Adidas is headed each year along with the trend and contemporary arts.Iconic Fashion ItemMajority usually associates Tubular Runner with Y-3, a sub-fashion label under Adidas Group leaded by Japanese designer Yohji Yamamoto.Functional & Aesthetical Built with a higher-cut sock construction and welded synthetic overlays on the full neoprene upper.

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SWOT AnalysisStrengthOppotunityThreatWeaknessSource: adidas AG SWOT Analysis.Adidas AG SWOT Analysis[serial online]. December 2014;:1-9. Available from: Business Source Alumni Edition, Ipswich, MA. Accessed November 2, 2015.6

overview

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Whats the Project?New 2015 Tubular Runner is coming out soonTo create an advertising campaign for the newly launched Tubular Runner in 2015: Woven and Monochrome Tubular Runner

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Product Positioning - Woven Tubular Runner

Positioned by Product AttributesWoven motif gives higher-end fashion sense to the original silhouette. Remains the super-fit comfort of higher-cut sock construction and the EVA foam for cushioning.Keeps all characteristics and personality of Tubular Runner. Especially emphasizes on the vintage DNA and its role of a brands indicator

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objective

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Communication Objective11Increase Adidas' brand preference over than major competitor: Nike by 20% among our target consumer in U.S. market

Enhance Adidas brand image and association with Fashion to reach at least 60% of our target consumers think of Adidas as not only a sportswear brand, but also a fashion label.

audienceTarget Audience / Consumer Insight12

Who are our target audiences?For young men who dont consider themselves athletes, even the sports-based fashion appeal is enough to drive purchase, with 28% of 18-34-year-old men finding fashion, not function, the key reason for buying.

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Source: GMI/Mintel

Who are our target audiences?14

Even as comfort and durability remain important considerations, Style-seekers also want shoes that are stylish/fashionable (41%). They own a variety of shoes for different seasons and are likely to change styles and looks.

Source: GMI/Mintel

We are talking toDemographicMillennial males aged from 18 to 34.Mainly young professionals with middle annual income.PsychographicWho views sport footwear as a fashion item, instead of a functional sports accessory. Function of sportswear means the quality and comfort of shoes. Who aspires of having high-priced designer running shoes but cant afford them.Who build their evoke set mostly based on Brand names, while style of shoes just the relection of their high- end tastes. PsychologicalDriven by the need of self-worthing and self-expressionFashion innovators

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Consumer Insight16

I consider myself as a casual style seeker, but within all chic running shoes, I prefer the most comfortable one with well-known brand name.I wish I could have a pair of shoes from Y-3 or Nikes limited edition, but the price just too high for me Eventhough I know that I cant afford, after seeing all these dream items I still want a cheaper, simillar one that can somehow fulfill my aspiration of these shoes.I admit that Im a running shoes collector. Any running shoes with special design, cool silhouette attracts me. Let alone some vintage shoes versions from famous brands.

competitors

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Who Are Our Competitors?18

#1 Nike#2 Under Armour#3 New Balance

Top 5 Sporting Brands in 201519

Perceptual Mapping

20PerformanceFashionHigh PriceLow Price

Adidas OriginalAdidas Performance

messageCommunication Strategy / Creative Statement21

Communication Strategy22NEEDSeeking for a pair of comfortable, fashion but casual shoesISSUEShoes must be unique for my self-expression and fulfill my aspirational-driven need of higher-end shoesPRODUCTWoven MonochromeTubular RunnerCHARACTERISTICFashion & functional;the must have classic in running shoes historyEmphasize the WOVEN / MONOCHROME designsCommunication StrategyBRANDAdidasSLOGANNothing is ImpossibleWeave Your Style. Weave Your Dream.

Creative StatementCampaign theme: Weave Your Style. Weave Your Dream.Advertising approach: Finding Inherent Drama

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Advertising AppealEmotional AppealFeelingAn excitement, awe-inspiring feeling when seeing a master pieceSelf-expression and worthiness need1. Create a ideal person who wears woven Tubular Runner.

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2. Include related traits and elements that a fashion leaders, a fashionable lifestyle, a cool, smooth and high taste would represent; Probably no actual person needed.24

Advertising ExecutionUse IMAGERY technique - Let the Image Tell the StoryConsists of visual elements rather than informationEncourages target audiences to associatethe Adidas woven Tubular Runner with symbols, characters, or situations shown in the adCombine with powerful, memorable music to enhance TAs impression of image.25

VisualTone / References26

ToneMonochromeSimpleStructuralLeather-likeLustrousShadow & lightModernSoftSpeedyProfoundActiveFashion

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Creative References28

Print AdUse scenes to connect key product and create a specific, dramatic atmosphere that exaggerate the products characteristic

Creative ReferencesPrint AdUse scenes to connect key product and create a specific, dramatic atmosphere that exaggerate the products characteristic29

Creative ReferencesPrint AdFocus on the product only. And dramatize the creative concept by letting the imagination gone wild.30

Creative ReferencesTV Commercial Focusing on product and its special feature (function)

Creative ReferencesTV Commercial Focusing on the overall atmosphere of scene, actor and product.

detailsBrand Guideline / Spec / Budget33

TVCLength: 30Shooting/production budget: $300KBranding GuidelineInclude Adidas Original logo at the beginning of TVC.Brand slogan appears at the last cut with black background.The tagline of campaign theme is optional.

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Print AdSpec: (w)8.25 x (d)11.125 inchesShooting/production budget: $20KShoot together with TVCBranding GuidelineInclude Adidas Original logo at right bottom of layout

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Referencesadidas AG SWOT Analysis.Adidas AG SWOT Analysis[serial online]. December 2014;:1-9. Available from: Business Source Alumni Edition, Ipswich, MA. Accessed November 2, 2015.SportsOneSource. (n.d.). Have you purchased products from one or more of the following sporting goods brands over the past year?*. InStatista - The Statistics Portal. Retrieved November 03, 2015, from http://www.statista.com/statistics/305886/female-brand-purchasing-top-25-sporting-brands/. Wikipedia: https://en.wikipedia.org/wiki/AdidasTrendhunter: http://www.trendhunter.com/trends/woven-runningSolecollcter: http://solecollector.com/news/everything-you-should-know-about-the-adidas-tubular/

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ReferencesColoribus Adidas print ad 1 http://www.coloribus.com/adsarchive/prints/adidas-originals-vulcanized-10440555/Coloribus Adidas print ad 2 http://www.coloribus.com/adsarchive/prints/adidas-originals-black-white-10440455/Ads Of The World Adidas print ad 3 http://adsoftheworld.com/media/print/adidas_create_your_adicolor_1Ads Of The World Adidas print ad 4 http://adsoftheworld.com/media/outdoor/adidas_all_day_i_dream_about_sneakers_robotAdidas Original YouTube channel Adidas commercial 1 https://www.youtube.com/watch?v=xgGaejqn8RUAdidas Original YouTube channel Adidas commercial 2 https://www.youtube.com/watch?v=IXG08dIhLfk

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Thank you!End of Adidas Woven Tubular Runner creative brief.38