ADIDAS

ORIGINALSHero products

for FW15

presentation

CURRENT SITUATION

Strengths

- Legacy & heritage

- Diversified portfolio

- Strong financial position

- Distribution network

- Branding by creating touch points with the

community

CURRENT SITUATION

Weaknesses

- Premium price range

- Outsourced manufacturing

- Limited product line

Threats

- Competition

- Supplier's dominance

CURRENT SITUATION

Opportunities

- Changing lifestyle

- Market development

- Expansion in product line

- Increasing demand of premium products

- Backward integration

COMPETITION● Although Adidas is a global brand, it is

facing fierce competition from other

brands, like Nike which is the No.1

brand, with Adidas being in the 2nd

Position in this premium segment.

There are also other competitors, like:

● Converse - All Star

● Vans

● Regular competition from local players,

substitutes and market

penetrators

TARGET AUDIENCE

Our core target is men &

women, who are 16-24

years old:

● Fashion lovers

● Trend followers & setters

● Supporters of street

culture

● People, who love sports,

music, & values, such as

being part of a crew

PERSONAS

People who enjoy hanging

out with friends & discover

what’s happening in town.

Music & arts play a vital

role in their lives. Travelers

& social media users.

They are creativity seekers

& followers of street

culture.

CREATIVE STRATEGY

GOAL- Re-invent originality

- Create new trends

- Inspire the youngsters

through their

communities

Promote people’s

individuality

DEFINE ORIGINALITY

Lifestyle: Be yourself

Do your own thing:

Creativity

Each action will be

followed by hashtags #…

COMMUNICATION

STRATEGY3 pillars:

•Media (mainly digital)

•PR

•Sales & promotion

COMMUNICATION

CHANNELSOnline Media

- Social Media

- beoriginal.gr

- Fashion blogs

- Online version of Lifo & Athens Voice

- Celebrities’ personal profiles & fan pages

Traditional Media

- Lifo

- Athens Voice

SOCIAL MEDIACelebrity video with

Stavento, Sinatsaki

etc.,

talking about their

definition of originality

Call to action

Define originality

video

Be creative

Challenge your

friends

#beoriginal_challeng

e

Video

SOCIAL MEDIA

Fest promotion

#Theoriginalfest

Submit to the event

(potential inbound

marketing)

Things to gain:

● Shoes

● Be in-store poster

● 10-15% discount up to

100 participants

PUBLIC RELATIONSThe Original Fest.

Including several activities:

- Fashion show & Catwalk

- Skateboarding

- Graffiti & art design

- Live gigs from

various artists & dj’s

- The Originals Exhibition

The venue of the Original Fest. will

be

specifically configured, splitted in

several corners, promoting all of the

Original Series in a unique way

SALES & PROMOTION

In-store promotion using pop

material based on

• The challenges

• The Original Fest.

• The best challengers’

posters

TIMETABLE

Start 07/09/2015 - End of February

1 day 2 weeks 4 weeks 6 weeks 8 weeks

The original

Fest (5)

Trent Setters

Video (1)

Event promo

(4)

Paid social

media (3)

Call to action

video (2)

Event

submission

(4)

Challenge

(2)

In-store

promo (6)

*(1,2,3,4,5,6) In time order

BUDGETING

Online & Traditional Media

Production & Promotion

5.000 €

The Original Fest.

(Venue, Equipment, Printed

material, Staff etc.)

30.000 €

In-store pop material

(10 stores)

15.000 €

Total: 50.000 €

ADicts

Zoe Gatsapostoli

Dionisis Zagkas

Panagiota Kavvatha

Georgia Koutsoukou

Sophia Lamprou

Marianna Michalitsianou

Christos Tsirigotis