Adidas Plans Book

Background

Adidas has made a significant mark in the shoe making world since their start in 1924 Germany. However, in 2020 long-standing competitor, Nike, surpassed Adidas in revenue in Germany. Additionally, Adidas also recently had ended their partnership with rapper, Kanye West. Adidas then began struggling to get rid of the remaining West branded shoes, the Yeezys. There are $500 million worth of shoes that Adidas is trying to rebrand as their own and sell to consumers.

Communication Plan

In order to get rid of the remaining shoes, Adidas needs a campaign to bring consumers in the store. “Wear Your Heart on Your Feet,” the campaign I created, will not only bring consumers into the stores but also creative positive brand awareness and recognition. The promotion running this campaign would have consumers purchase a pair of shoes, donate $1, and in return Adidas would supply a person or child in need with a pair of Adidas shoes. This campaign would not only boost overall sales but also clear the warehouse of the unwanted Yeezy’s.

Adidas would promote the campaign online through Instagram, Facebook, and Twitter, YouTube, TikTok, Reddit, and Game Plan A. Television Commercials and magazine ads would also be shared during the length of the campaign. While spending $2.5 billion annually on on advertising, after this campaign Adidas would have enough to sign a new contract with an upcoming artist to create a new shoe line and continue to boost consumer engagement and purchases.

Read the full plans book below