adidas America, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered, in Portland, OR, adidas America, Inc. is a leader in sports footwear, apparel and equipment. The company makes athletic clothing and gear such as shoes, clothing, skis, snowboards and in-line skates. adidas America, Inc. division is primarily a sales and marketing group.
|Main Telephone||(971) 234-2300|
|Main Fax||(971) 234-2450|
adidas America, Inc. ContactsContacts (5/60)
|Mark K.||President - North America||OR|
Sample of Associated Brands
|Kasper R.||Chief Executive Officer||OR|
|Steve V.||Senior Vice President, Future||OR|
|Ryan M.||Vice President, Brand Communications||OR|
|Shane J.||Vice President, Marketing - CTC||OR|
|adidas America, Inc.||********|
|****** *******, ***.||********** - ********||interactive, print, strategy & retail||unknown||present|
|****** *******, ***.||********** - ********||Creative, Digital, Social||2004||present|
|****** *******, ***.||*********, ***.||creative, digital, social||2011||present|
|****** *******, ***.||***||creative, digital||2013||present|
|****** *******, ***.||******** ********||creative||unknown||present|
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Female Digital, TV Opps: Adidas focusing on US market, investing more in marketing
Subject: digital, broadcast, print, sponsorship
Company: Winmo profile), the Portland-based arm of the German sports footwear, apparel and equipment maker.
Opportunity: CEO Robin Stalker said the company, which raised marketing investments in 2015, would continue higher investments in 2016. The level of investment in America will continue because “this is an important market” for Adidas. In 2016, Adidas has begun implementing its new strategic business plan – “Creating the New” – which aims to accelerate growth trajectory through 2020 by significantly increasing brand desirability.
Female-focused sellers should definitely take note of Adidas, as Stalker said the company is “now more focused on the female athlete than ever before.” As a result of 2015′s “complete reset” of the women’s business, Adidas has made “significant” changes to its global product and marketing approaches that enables them to address the needs of women specifically. Last month, the company debuted a series of short films as part of the Sport16 initiative, which features female stars such as tennis player Caroline Wozniacki, WNBA all-star Candace Parker and supermodel Karlie Kloss.
In the US, adidas also relied on grassroots events at the high school/college level and “much higher viability” in all the major US sports in order to become relevant to the US consumer. While Adidas is a top brand worldwide, it continues to lag behind competitors such as Nike and Under Armour in the US.
Therefore, brand awareness efforts in the US will be a highlight of 2016 and those that can get the brand in front of more consumers will have an edge. Stalker added that Sport15, last year’s marketing initiative, was “by far” the company’s largest and most successful. Keep in mind, sellers, that Adidas increased North American marketing investments by 50% last year, and expects investments in 2016 to remain at these levels.
A year ago, Adidas tapped 72andSunny as AOR for its global sports business (more here).
New Decision Maker: For about a year, Adidas has enlisted the assistance on Lululemon CEO Christine Day as a strategic advisor for the company’s women’s business. According to Stalker, Day as been instrumental in “sharpening [Adidas'] game plan, asking the right questions and helping us develop this important part of [the] business in the right way.”
New Product Launch: In early 2016, Adidas launched to PureBoost X, a “high-performance meets high fashion” running for exclusively designed and developed for women. This launch merges two of Adidas’ focuses for 2016″ women’s business and running.
Adidas also recently launched Avenue A, a women-only subscription service that offers a curated box containing premium running and training products.
Lifestyle Business: Adidas Originals, the company’s lifestyle brand, had a ”tremendous” 2015, per Stalker. The brand will continue to “build upon this hype and leverage its strong collaborations in 2016. These collaborations include exclusive partnerships with Pharrell,here.
For 2016, Adidas is moving two footwear franchises to the forefront of its lifestyle business strategy: Tubular and NMD.
Sports Sponsorships/Partnerships: Von Miller, the SB 50 MVP, is an Adidas partner and 2016 will see the debut of a customized set of cleats. Additionally, Miller will be featured in a number of marketing initiatives in 2016 and will “play a central role” in the development of the FREAK franchise, which will include footwear, apparel and accessories. In Basketball, NBA’s James Harden and Damian Lillard will both be featured n the “Creators Never Follow” campaign, which officially debuted with Harden’s video in December. Currently, 2015 MLB Rookie of the Year Kris Bryant and Carlos Correa are on Adidas player roster, a list the company hopes to add over 100 baseball players to in the coming year.
The company just announced an integrated, multi-year partnership with Wanderlust, the producer of the largest yoga lifestyle events in the world.
And, as every other major sports brand in the world is want to do, Adidas will outfit its partners in the 2016 Summer Olympics in Rio this summer.
Media Spend: According to Kantar Media, Adidas America spent $32.9 million on measured media through Q3 2015 (twice as much as was spent FY 2014, $16.3 million).
National TV Spend: Spot reports that Adidas spent $33.8 million on national TV ads in 2015 – a 164.1% increase from 2014. See charts for 2015 channel/show targeting (although it should come as no surprise that sports buys dominated strategy). Keep in mind that so far in 2016, Adidas has spent $15.4 million (more than FY 2014 and $10 million more than the same period 2015). Much of this $15 million was allocated to “The 2016 Oscars” and “The 58th Annual Grammy Awards,” which is in-line with its female-focus for 2016.
Adidas’ national TV SOV for 2015 was 15.6%, placing it at No. 3, behind Skechers and Reebok (see chart)
Digital Breakdown: From Jan. 2015 until now, Adidas has run 991 display ads on 3,680 publishers (8% mobile). Top ad destinations include espnfc.us, craveonline.com, uefa.com, go.com and runnersworld.com (67% placed site direct). Adidas has also run 766 high impact ads and 111 video ads.
5055 N. Greeley Ave.
Portland, OR 97217