Rugby & Adidas - Marketing Strategy

Business English Sapienza University of Rome 2013/14 Marketing for business communication

Adidas Marketing Strategy and Italian Rugby Federation

Business English Sapienza University of Rome 2013/14- Marketing for business communication

Every great story has a beginningAdidas was founded in 1948 by Adolf Dassler, following the split

of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas and Puma are

both currently based in Herzogenaurach, Germany.

Business English Sapienza University of Rome 2013/14- Marketing for business communication

Adidas values

Performance

Passion

Integrity

Diversity

Business English Sapienza University of Rome 2013/14- Marketing for business communication

!We give everything we’ve got, then go back for more. No doubts, no holding back, no giving in. From the court to the catwalk, the stadium to the street, whatever the game, we play the same way. Heart over head. Inclusion over ego. United by passion, we go

all in.

Brand manifesto

Business English Sapienza University of Rome 2013/14- Marketing for business communication

From “Impossible is nothing” to “Adidas is all in.”

Adidas divided the brand into three main groups with each a separate focus: Adidas Performance, Adidas Originals and Style Essentials.

"Adidas is all in" is the current global marketing strategy for Adidas because the slogan aims to tie all brands and labels together,

presenting a unified image to consumers interested in sports, fashion, street, music and pop culture.

Business English Sapienza University of Rome 2013/14- Marketing for business communication

“Voice of Rugby” Adidas campaign 2013 for FIR

Business English Sapienza University of Rome 2013/14- Marketing for business communication

PRINT3 creative layouts, 3 months in communication

TVC4 weeks in communication. High Reach and Frequency. Sports and teens channels.

High level of engagement. Facebook activation and high Level of investment.

DIGITAL www.vocidelrugby.com !Mobile app !1 viral video (feat. De Rossi) !1 product video (Bergamasco) !TVC 60’’ (social video adv) !Display adv !WEB TV placement

Strong activities, including Interviews, press conference, Events, photoshooting.

PRESS

Business English Sapienza University of Rome 2013/14- Marketing for business communication

Adidas Rugby Facebook Page

!28%

!5%

!5%

!3%

!3%

!56% ItalyNew Zeland

FranceUK

Argentina Australia

Business English Sapienza University of Rome 2013/14- Marketing for business communication

“Bonded by Blood”Adidas campaign 2006 for All Blacks

Business English Sapienza University of Rome 2013/14- Marketing for business communication

“Italy - New Zealand”Stadium celebration

Excite and inspire consumers, maximize products and brand visibility, create continuity between the communication campaign an the match.

!- Fly banners personalized giant FIR and All Blacks jerseys - - Branded clap banners to create the stadium choreography -

Business English Sapienza University of Rome 2013/14- Marketing for business communication

Guerrilla Activation

!- FIR players will ask to Italians to support the Italian team. - Rome, Via del Corso - 14 November: 15.00/17.00 - Italy 7 athletes

- All Blacks giant jersey unveiled by All Blacks. - Rome downtown - 16 November 10.30-11.30 - All Blacks 8 athletes

What !

Where !

When !

Who

!Product Key

All Blacks jersey and FIR jersey

Business English Sapienza University of Rome 2013/14- Marketing for business communication

Thank you very much for your attention