With the whole Olympic craziness this year, all brand supporting the Olympic Games are doing their best to create consumer campaigns relevant to the competition context.
Adidas goes beyond that, focusing on the national pride tone of voice and approach. This is a good marketing move if we think of the large production sites that Adidas has in China. And a great market to focus on...actually.
The 2 TVCs are made by 180/TBWA, Psyop, and Stink agencies and they focus on 2 sportmen, Hu Jia and Zheng Zhi.
Great work!
Key Themes Behind This Trend
- National Pride Marketing
- Brands are beginning to focus on national pride in their marketing approaches, as seen in Adidas' 2008 Olympic ads emphasizing athletes from China.
- Sportsman-centered Campaigns
- Adidas is taking a sportsman-centered approach to their Olympic advertising, highlighting individual athletes such as Hu Jia and Zheng Zhi.
- Large-scale Production Facilities Marketing
- Adidas' marketing approach for the 2008 Olympics event emphasizes the company's large production facilities in China.
Where This Applies
- Sportswear and Apparel
- Sportswear and apparel brands competing in the Olympics may consider national pride and highlighting individual athletes in their marketing campaigns.
- Manufacturing
- Companies with large-scale production facilities in China may benefit from emphasizing this in their marketing approaches during events such as the Olympics.
- Advertising and Marketing
- Advertising and marketing agencies can utilize a sportsman-centered approach in their campaigns for clients competing, or sponsoring participants, in large-scale sporting events.
