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Adidas CEO Commentary On Olympic Marketing

2008/8/20 16:43:00 43

Olympic Marketing Adidas Marketing Treasure

80 years ago, when ADI dusler came to the Amsterdam Olympics with his hand made sneakers and sold them to athletes, he probably didn't know that he pioneered the Olympic marketing.

But the 28 year old owner succeeded.

Adidas sports shoes and Olympic athletes together become the topic of discussion. Sports people all over the world recognize this brand, Adidas sports shoes frequently appear on the athlete's feet.

The growing market has made this family workshop the world's largest sporting goods supplier until the establishment of the Nike company in 1972 and gradually seized the throne.

Now, Adidas wants to regain the throne. The springboard found by Herbert Hainer, the new chairman and chief executive of Adidas group, is the Beijing Olympic Games, which launched a fierce counterattack against the old enemy by sponsoring this unprecedented sporting event in an all-round way. (Adidas)

In August 17th, Mr. Haina said, at least in the Chinese market, he has regained the status of industry leader.

　　头史无前例的奥运赞助

Economic Observer: the origin of Adidas and Olympic sponsorship is often talked about.

I would like to introduce you to Adidas. How did you think of sponsoring the Olympic Games to enhance brand influence?

Haina: Adidas founder Adidas le was originally a baker, but he loved sports very much and was keen on innovation.

This led him to find business opportunities in the sporting goods industry.

In 1920, he invented the world's first pair of trainers.

It was also in that year that he built a small family shoemaking workshop.

In 1928, ADI came to Amsterdam with his company's sample shoes after learning the news of the Amsterdam Olympic Games in Holland.

His idea is simple: as long as enough athletes wear his shoes at the Olympics, with the quality of "Adidas" shoes, people around the world will be sure of his products.

After 1 months of lobbying, Adidas's running shoes finally became the Olympic Games shoes.

At that time, the shoes factory of Dallas and his family had only 12 workers, not even a leather sewing machine. All shoes were made by hand, and only 50 pairs of shoes were made everyday.

Now we have more than 34000 employees worldwide, with a turnover of 10 billion 300 million euros last year.

Economic Observer: so what is the difference between the specific Beijing Olympic Games and the sponsorship activities of Adidas in the past?

Haina: This sponsorship of the Beijing Olympic Games is the largest sponsorship event ever held by Adidas.

In addition to the unprecedented financial and material resources, the sponsorship has lasted for four years. From the closing of the Athens Olympic Games to the present, there has been no interruption. During this period, we have invested a lot and organized colorful activities. This is unprecedented.

Besides, I devoted special feelings to the Olympic Games in Beijing.

Yesterday when I stepped into this hotel, the captain of the hotel said to me, welcome me to stay in the hotel for the eighth time.

This is just one of the many hotels I stayed in.

I mean, in the past four years, I didn't know how many times I came to China and directly participated in a large number of Chinese businesses.

When the bird nest just started, I went to the construction site. It could be said that the bird nest was built day by day, especially in this process, it also contacted a lot of people and made a lot of friends and had a special personal feeling for Beijing.

　　经济观察报：在财力物力方面具体的投入有多少？

Haina: as the official sportswear partner of the Beijing 2008 Olympic Games, Adidas will provide more than 1 million 400 thousand pieces of equipment for 100000 volunteers, technical officials and Beijing Olympic Organizing Committee members of the Beijing Olympic Games and Beijing Paralympic Games.

Adidas will also provide products for more than 3000 athletes, 214 sports associations and 16 national Olympic committees.

Adidas will provide about 3000000 products for the Olympic Games, including 43 sports shoes for 27 of the 28 sports.

　　借力奥运王者归来

Economic Observer: like ordinary business investment, Olympic sponsors are also without precedent for failure.

What is your expected return on the massive sponsorship of the Beijing Olympic Games by Adidas?

Haina: first of all, we will provide athletes with the best sports equipment to help them perform best in the field. This is the idea that we first provided the first pair of spikes for athletes in Amsterdam 1928 Olympic Games.

Secondly, unlike other marketing methods, the Olympic sponsorship carrier is full of 100% passionate sports events.

We hope to turn this sentiment into a good impression of the brand and purchase intention, for example, by establishing a brand contact with the public in Adidas costumes, and organizing the service well, the organizing committee will let the product be displayed.

Finally, for Adidas, the 2008 Beijing Olympic Games is a platform for leaping development.

Increasing sales is only one of our goals. What's more, Adidas will accelerate the realization of the dream of "the first sports brand" with such a suitable springboard, script src=>