Herbert Hainer once said, “We are laser-focused on our mission: we strive to be the best sports company in the world, with brands built on a passion for sports and a sporting lifestyle” and I have not found anything that describes the Adidas brand better. For this campaign, Adidas reached out to both well-known, already popular athletes along with up-and-coming, not-yet-famous athletes and had each document a brief video of what each does, how they do it, and why they do it. For example, Sasha DiGiulian is a rock climber. The campaign shows her climbing, falling, and enjoying what she does while decked out in Adidas gear, obviously to promote the brand. Adidas is targeting female athletes, specifically soccer, rugby, lacrosse, and other types such as yoga, aerobics, and climbing. They are reaching to target a truly millennial demographic, the older an individual is the more likely they are to have their favorite brand clearly printed into their minds. Adidas is keeping its ground with competitors like Nike, Under Armor, and Puma, but setting itself apart by making the campaigns more individual based. The videos, while they are filmed by an Adidas advertising team, there is also material pulled from personal Instagram accounts, creating a really personalized feel to the campaign. Society really enjoys feeling as if they are good enough to be on an Adidas commercial, and this campaign makes that especially real for consumers.
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