adidas’ Winning Marketing Strategies: The Bold Campaigns and Iconic Franchises.
In 2024, adidas exemplified the power of a revitalized sports brand through innovative marketing and strategic brand partnerships. Despite a volatile global environment marked by geopolitical and macroeconomic challenges, adidas achieved a remarkable turnaround, fueled by memorable campaigns, high-profile sports sponsorships, and the reinvigoration of beloved product franchises.
The Pulse of 2024: The "You Got This" Campaign
The centerpiece of adidas’s brand strategy was the global "You Got This" campaign, launched in early 2024, which resonated deeply with athletes and consumers worldwide. The campaign centered on overcoming doubt and pressure, celebrating resilience and self-belief. Bjørn Gulden, CEO of adidas AG, reflected on the campaign’s impact, stating:
"Twenty twenty-four was the year of sports. We took on the pressure. We claimed our spot. We brought back the joy in sports with a powerful message. It’s only the beginning. The best thing is to see our people feeling that they're successful and energized by that. I am proud to be part of it and see how important adidas can be for people."
Featuring global icons like Patrick Mahomes, Lionel Messi, and the New Zealand All Blacks, the campaign blended global storytelling with localized activations such as the "Home of adidas Football" in Berlin. This full immersion strategy connected with fans and communities, amplifying the brand’s authenticity and relevance.
Leveraging Global Sports Landmarks: EURO 2024 and the Paris Olympics
adidas’s strategic sports sponsorships at UEFA EURO 2024 and the Olympic and Paralympic Games served as critical platforms to heighten brand exposure.
At EURO 2024, adidas spotlighted star athletes Jude Bellingham and Lionel Messi in campaigns emphasizing mental toughness.
During the Paris 2024 Olympics, adidas supported competitors across 41 disciplines with an Athlete Pack, reinforcing Adidas’s commitment to performance and innovation.
These events showcased adidas’s ability to align product launches, athlete narratives, and retail experiences into cohesive storytelling moments, attracting millions of consumers and generating significant brand heat. Gulden noted:
"The summer showcased how important sport is, building bridges and bringing happiness to people. A great year for sports."
Product Franchises Driving Consumer Passion
adidas’s product franchises played a pivotal role in its 2024 success:
Samba: With roots as a performance football shoe, the Samba's enduring appeal was fueled by collaborations and refreshed editions, maintaining high consumer demand.
Gazelle: The Gazelle’s collaboration with Gucci blended heritage with luxury, securing its position as a cultural and lifestyle icon.
SL72: Originally a marathon shoe, the SL72’s rise in popularity was driven by strong demand, new colorways, and cultural collaborations with influencers like Sporty Rich.
These franchises exemplify adidas’s artful blend of heritage and innovation, supporting a shift towards full-price sales and improved profitability. The Executive Board reported high demand across these lines, contributing to adidas’s upgraded financial outlook for 2024.
Local Empowerment and Market-Specific Strategies
adidas empowered regional teams to adapt global priorities to local markets, ensuring agility in assortments, storytelling, and partnerships. This approach strengthened consumer connections in key markets like North America, Greater China, and Japan, allowing Adidas to respond dynamically to cultural nuances and market trends.
Recommendations for Brand Strategy and Marketing
Sustain Strong Global-Local Synergy: Continue optimizing the balance between global campaign themes and localized market activations to maintain relevance and responsiveness.
Deepen Cultural Collaborations: Expand partnerships with diverse cultural influencers and artists to keep core product franchises culturally topical and appealing.
Innovate Product Storytelling: Use athlete narratives and authentic experiences as emotional brand touchpoints, especially around major sports events that inspire consumer engagement.
Strengthen Retail and E-commerce Links: Leverage digital channels and flagship store experiences to reinforce brand values and facilitate seamless consumer journeys from story to sale.
Monitor and Scale High-Demand Franchises: Prioritize inventory and marketing support for franchises like Samba, Gazelle, and SL72 that show strong performance and growth potential.
Bottom Line
adidas’s 2024 brand strategy and marketing efforts demonstrate the formidable power of a purpose-driven sports brand rooted in authenticity, innovation, and consumer insight. By executing globally relevant campaigns like "You Got This," leveraging landmark sports events, and reinvigorating iconic product franchises, adidas accelerated brand momentum and consumer demand, even in a challenging external environment.
This multi-faceted approach has solidified adidas’s path back to sustained growth and market leadership, with a clear focus on empowering athletes and inspiring consumers worldwide. With continued investment in people, culture, and innovation, Adidas is well-positioned to thrive in the evolving sports and lifestyle market.
