ADIDAS ORIGINALS

Hero productsfor FW15

presentation

CURRENT SITUATION

Strengths- Legacy & heritage- Diversified portfolio- Strong financial position- Distribution network- Branding by creating touch points with the

community

CURRENT SITUATIONWeaknesses- Premium price range- Outsourced manufacturing- Limited product lineThreats- Competition- Supplier's dominance

CURRENT SITUATION

Opportunities- Changing lifestyle- Market development- Expansion in product line- Increasing demand of premium products- Backward integration

COMPETITION● Although Adidas is a global brand, it is facing

fierce competition from other brands, like Nike which is the No.1 brand, with Adidas being in the 2nd Position in this premium segment.

There are also other competitors, like: ● Converse - All Star● Vans● Regular competition from local players,

substitutes and market penetrators

TARGET AUDIENCE

Our core target is men & women, who are 16-24 years old:● Fashion lovers● Trend followers & setters● Supporters of street

culture● People, who love sports,

music, & values, such as being part of a crew

PERSONAS

People who enjoy hanging out with friends & discover what’s happening in town. Music & arts play a vital role in their lives. Travelers & social media users.They are creativity seekers & followers of street culture.

CREATIVE STRATEGY

GOAL

- Re-invent originality - Create new trends- Inspire the youngsters

through their communities

Promote people’s individuality

DEFINE ORIGINALITY

Lifestyle: Be yourself

Do your own thing: Creativity

Each action will be followed by hashtags #…

COMMUNICATION STRATEGY

3 pillars:

•Media (mainly digital)

•PR

•Sales & promotion

COMMUNICATION CHANNELS Online Media

- Social Media- beoriginal.gr- Fashion blogs- Online version of Lifo & Athens Voice- Celebrities’ personal profiles & fan pages Traditional Media- Lifo- Athens Voice

SOCIAL MEDIACelebrity video with

Stavento, Sinatsaki etc.,talking about their

definition of originality

Call to action Define originality video

Be creative

Challenge your friends#beoriginal_challenge

Video

SOCIAL MEDIA

Fest promotion#Theoriginalfest

Submit to the event(potential inbound

marketing)

Things to gain:● Shoes● Be in-store poster● 10-15% discount up to 100

participants

PUBLIC RELATIONSThe Original Fest. Including several activities:- Fashion show & Catwalk- Skateboarding- Graffiti & art design - Live gigs from various artists & dj’s - The Originals Exhibition

The venue of the Original Fest. will be specifically configured, splitted in several corners, promoting all of the Original Series in a unique way

SALES & PROMOTION

In-store promotion using pop material based on • The challenges• The Original Fest.• The best challengers’ posters

TIMETABLE

Start 07/09/2015 - End of February1 day 2 weeks 4 weeks 6 weeks 8 weeks

The original Fest (5)

Trent Setters Video (1)

Event promo (4)

Paid social media (3)

Call to action video (2)

Event submission

(4)

Challenge (2)

In-store promo (6)

*(1,2,3,4,5,6) In time order

BUDGETINGOnline & Traditional Media Production & Promotion

5.000 €

The Original Fest.(Venue, Equipment, Printed material, Staff etc.)

30.000 €

In-store pop material (10 stores)

15.000 €

Total: 50.000 €

ADicts

Zoe GatsapostoliDionisis ZagkasPanagiota KavvathaGeorgia KoutsoukouSophia LamprouMarianna MichalitsianouChristos Tsirigotis