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: it is obvious that Adidas regards the 2008 Beijing Olympic Games as the best opportunity for brand development. In Adidas's road map, in 2008, Adidas will become China's largest sports brand; by 2010, Adidas will become the largest sports brand in asia. To this end, Adidas has set its own Olympic marketing equation.
with the 2008 Olympic Games approaching in Beijing, Gan Qi's heart was full of confidence, but also felt the pressure. As Adidas China sports marketing manager, his current work mainly has three items: Chinese and 2007 Women's World Cup Organizing Committee, the 2007 Shanghai World Special Olympics Organizing Committee and the 2008 Beijing Olympic Games Organizing Committee contact details. Adidas is the official sports equipment partner of the Beijing Organizing Committee of the Olympic Games. In these three events, the Olympic games occupy a very important position in the sports marketing of Adidas. Gan Ming Kei want to have 36 hours a day, to go all aspects of things properly arranged.
two channels; interpretation of brand concept;
: finding the connection between brand connotation and consumers is the first step in the success of Olympic marketing. Since the successful Olympic bid in Beijing in 2001, Adidas has been thinking about how it can be applied more effectively. In 2004, Adidas launched the "impossible" brand concept, now, they used the way consumers closer to the depth of the interpretation of this concept, and the use of nearly 3000 retail outlets across the country, interact with consumers.
"media and storefront" is the two important channel for Adidas brand to connect with consumers." Gan Mingqi said that at the beginning of this year, Adidas to "impossible" as the theme, the ad 18 versions, respectively, 60 seconds and 30 seconds, in addition to lead before signing with Adidas England soccer star Beckham and NBA all star player Arenas and other world superstar, also deliberately chose two China the athlete, and without a reputation but has a dream of British children's football team, which is closer to the China consumers and the largest base of the general public. From the beginning of March, China consumers through TV and the Internet, print media and other media to share these "not impossible" to explain the story, the Adidas brand experience show ingenuity.
in March, Adidas launched a comprehensive brand promotion activities, the audience can see their faces Chinese familiar - nominated for an Laurence Award for Best Newcomer Chinese women's tennis player Ma Xiaoxu and newcomer Peng Shuai. They draw pictures and words by hand and draw pictures
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