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
Topic 2: Marketing in the News In the Washington Post article H&M apologizes for showing black child wearing a ‘monkey in the jungle’ sweatshirt , Lindsey Bever writes about H&M’s marketing blunder by an online add that juxtaposed a white boy wearing a sweatshirt with the words “jungle expert” written on it while the black boy’s sweatshirt read “coolest monkey in the jungle.” The online add immediately caused controversy and anger in social media with not only consumers but also “celebrities, journalists and social justice advocates” due to the racist suggestions which lead to a PR disaster. The marketing issue H&M’s is facing is the negative impact this tasteless add has caused to their image. Undoubtedly the retailer’s relationships have suffered greatly due to the lack of consciousness when launching the add. Amongst many that have voiced their concerns, the singer The Weeknd has stated he will no longer work with the retailer. One of the challenges H&M