Nike sales decline
nike free run 2 the root cause lies in its deliberate thought compression Adidas market space,
nike free run dame just hit the economic downturn in Europe,
nike free dame consumer willingness conservative, stagnation, dealers arguing, coupled with a high stage manager frequent changes, so Adidas have the opportunity to make a comeback, a last-ditch.
At this time, Adidas corporate replacement MENTOR,
nike free 7.0 newly arrived CEO Xianming shoulder ZTE cause, attempt to Adidas transition into a new generation of consumers' most popular brand in order to reduce production costs,
billig nike free ordered to move to the Far East production line areas. More importantly, in order to reinvent the brand Adidas, downright adjust marketing strategies. had never mind the media advertising company, this will invite famous director and filmmaker David Lynch (David Lynch ) run for shooting advertising, and in the MTV television channel big beat drums. campaign theme named "Wall" (The Wall), particularly in the ultra-realistic impression techniques, highlighting the wisdom of athletes and body, in 30 countries worldwide synchronized playback. The advertising budget than in the past few years, but also spent quadruple, although not with Nike or sharp running the billions of dollars in budget par, but it is the most generous Adidas ever shot a fact , Adidas is not the spread of the main television advertising, but the continuation of the old past sponsorship activities, such as: sponsoring various sporting events, athletes, teams, or the entire Football League.
Adidas also developed a so-called "urban culture Scheme",
nike free run sko host a series of popular activities,
nike free 3.0 cultivating local consumers, such as: street soccer tournament, street soccer carnivals, athletics Encyclopedia, etc. Just a few During the formation of the wave across Europe, and thus into a complete music, fashion, and entertainment street leisure activities, including ice skating, concerts and breakdancing, etc. Adidas genuine brand marketing resources on those activities on deep plowing, 1994 Europe-wide total of 300 games to do more than one activity, 35,000 contestants, attracting millions of spectators. because the activity unprecedented success, there are always some players per game or celebrity to join the festivities, the media has followed hot pursuit activity everywhere, the brand brings a lot of free coverage. Later, Levi jeans, Coca-Cola and other targeting the young population of brands have followed suit.
In addition to MTV's advertising,
nike free sko through the "urban culture scheme" run by various street
nike free udsalg head sports activities,
nike free dk Adidas consumer groups in the new generation of brand awareness gained significantly improved effectively, and 15 - 25 years old The depth of interaction directly to consumers.
Another deep plowing Adidas brand strategy is to sign a number of sports stars as brand ambassador. Example: the most popular ever in Germany "Mr. Football" Frans. Franz Bauer (Franz Beckenbauer) that is Adidas one of its spokesmen, a move with Nike in the early 1980s in the United Kingdom signed Braden Foster has the same purpose. Adidas Nike does not want to mimic the marketing practices in Europe, want to develop their own style wholeheartedly advantages, and to convert the brand value.