When the World Cup had just decided on the final four, Adidas could not wait to announce: "The champion will be produced between Germany and France." Because the two teams are wearing Adidas shirts.
At the same time, experts in the study of international brands are also engaged in fun games. They believe that Adidas still does not have the strength to dominate the world, and that the decisive battle between the champions and the runner-up must be a decisive battle between brands.
Brand experts analyzed that if Germany defeated Italy in the first round of the semi-finals, then France in the second semi-final will be undoubtedly defeated. Portugal, wearing Nike's shirt, will reach the final for the first time; If Italy wins, France will defeat Portugal. In short, only one team wearing Adidas shirts can enter the final. From the brand point of view, it is the most interesting that Germany, dressed in the Adidas shirt, is wearing the Nike shirt. This is the real showdown. The Italian wearing a Hummer shirt can only be ranked third.
However, Adidas's competitors did not agree with the above view. The Hummer spokesperson thought that there was no such thing as Adidas in the finals. It was definitely a competition between Italy and Portugal for the championship. Italy wearing a Hummer shirt must win.
The verbal battle between these brands is of course only a joke, no matter which two teams play between the finals, Adidas is the big winner of this World Cup.
In fact, as early as the day when Germany won the World Cup, Adidas hoped that Germany would win the championship. Because Adidas is headquartered in Germany, Adidas has a home advantage in the brand war. Another important reason is that Adidas has become a sports giant with the German team winning the World Cup for the first time in 1954.
50 years passed in the blink of an eye, Adidas stood up.
Adidas executives hope that the World Cup will give its brand new meaning. Their various advertisements are branded with their lives, they are no longer focused on the football field as they were before, and the scene is moved to a lively old neighborhood. Kevin, the brand's agent, said: "Seeing Ballack and Zidane wearing Adidas jerseys, they appear in the children's street games, and they are extremely affectionate and feel incredible."
In order to cultivate the life content of Adidas brand, the new advertisement clearly tells people: Adidas is not only synonymous with sporting goods, but also a shortcut for people to maintain close relationship with football in daily life. The mission of the new communication concept is to discover and cultivate the in-depth relationship between people and the Adidas brand.
Adidas's World Cup strategy reflects a new marketing concept. The promotion of the brand must focus on the emotional exchanges with the consumers, not just the football superstars, and it is not the advantages of the monopolistic introduction of products. Behind this strategy is a rigorous fact: whether it is Adidas jersey or Adidas shoes, the benefits of the World Cup will be forgotten by most consumers. Adidas therefore devoted more money and energy to awaken people's experience with the brand. Adidas's creative director said that as the leader in the football market, Adidas's best approach is to put life first, highlight emotional value, and focus on building a close relationship between the brand and life. That is, from selling sports products to "selling life."