# Olympic Branding II- Adidas 2008 Olympic Ads By Urban Delice | Published 2008-03-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-gets-ready-for-2008-olympics-new-ad-campaign References: [creativity-online](http://creativity-online.com/work/view?seed=gj5JZirb) & [shapeandcolour.wordpress](http://shapeandcolour.wordpress.com/2008/03/19/adidas-beijing-olympics-hu-jia-zheng-zhi/) 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](https://www.trendhunter.com/trends/adidas-originals-new-campaign) 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](https://www.trendhunter.com/trends/balloon-product-test), Psyop, and [Stink](https://www.trendhunter.com/trends/the-lost-bet) agencies and they focus on 2 sportmen, Hu Jia and Zheng Zhi. Great work! ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 10% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Carbon-Neutral Olympic Outfits](https://www.trendhunter.com/trends/official-outfit-for-team-china.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md)