Adidas’ Brilliant Marketing Strategy In the incredibly competitive market of sports shoes, companies are always looking for new superstars to endorse and marketing campaigns to draw in or potentially switch customer loyalty. Shoe buyers are unusually loyal to brand specifically when said brand can “fulfill customer needs, make customers feel recognized and valued, and engage through relevant and personalized experiences.” Athletic shoes companies are constantly looking for ways to differentiate and increase their brand loyalty. Over the past year, Adidas has really upped their game when it comes to building buzz around new products such as the Oktoberfest and the Berlin shoes. Just like the shoe industry Adidas’s value proposition is very dynamic, changing to adapt to company strategy. For the next five years, Adidas hopes to bring value to the customer through “ Creating the New ”, because “everything we do is rooted in Sport.” I can admit that I too am loyal t