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Adidas

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by

on 5 May 2016

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Transcript of Adidas

Strategy and Targeting
Positioning
Storyboard
Branding
Instead of Adidas as an average athletic brand focus on everyday, fashion-forward
Versatile
Product for everyone

College students ages 18-24
Use on-campus brand ambassadors
Millennials
Must

have
items for the ideal college students
Fashionable and trendy
Athletic
and
casual wear for every environment
Differentiate against other clothing brands rather than just athletic wear
Young, outgoing, active and cool
Character- the person who has it all and does it all
Goes to class, works, hangs out with friends, goes to campus events like sports games, works out and is well-liked
Empowering and inspiring emotions
Confidence, success, charisma, popularity
Differentiation
For the ideal student to wear anytime, anywhere
Slogan-
"Choose Confidence, Choose Adidas"
By: Nicole Beresford, Kristina Cheamitru,
Paige Heady, Erica Rekrut, and Cydney Ventura

CLASS SCENE
GYM SCENE
BASKETBALL GAME
ENDING TITLE SCENE
DORM SCENE
College girl charismatically walks across campus to class wearing Adidas sneakers back pack
*5 seconds*
Confidently raises her hand in class
*2 seconds*
Receives an A+ on exam handed back
*2 seconds*
Hanging out with a friend and getting ready for the basketball game tonight
*4 seconds*

As she leaves, looks at the poster and blushes
*2 seconds*
Arrives in locker room
carrying Adidas bag
*4 seconds*
Works out wearing Adidas sportswear head-to-toe
*4 seconds*
Arrives at school basketball game
with friends wearing Adidas jumpsuit/crowd wears Adidas sponsored school apparel
*3 seconds*
Sees her crush make the winning basket while wearing an Adidas sponsored uniform/sneakers, everyone cheers with excitement
*3 seconds*
Choose

Confidence.
AFTER THE GAME
Looks over shoulder and smiles as he watches her walk away
*4 seconds*
Walks by her crush confidently after and says "good game"
*4 seconds*
Choose
Full transcript