Adiddas is Worried About Spanning the Boundary - By: lucylucy

"As for nowadays consumers, their consuming features and habits begin to appear complicated changes, for example some people are more fickle in affection, willing to try new things, and some people previously were engaged in only one sport, but now may be engaged in many sports", which was said by an executive of a domestic sporting goods company.Take a middle-aged white collar for example. He might be a football fan and could play football if possible, meanwhile, he also periodically participates in badminton activities organized by the company and he still keeps company with his family to climb mountains on weekends. Sports activities are not only one people's movement, but also have increasingly become a kind of socially relevant tools and methods.
Consequently, after reviving achievements and getting a steady development again in Chinese market, Adidas also has started its brand upgrade trip, which lays stress on the relation among goods and the relation among brands, and which is no more the limitations of each other.
Adidas launched the latest global brand promotion activity called "All Adidas" in March, 2011. Except for football and basketball stars, Chinese famous film stars also appeared on the scene. Adidas hoped that via setting foot in different fields, including sports, music, fashion, etc, the brand's attitude towards sports, culture and life could be expressed. Adidas used the example of FIFA World Player, Lionel Andres Messy. He was diagnosed with skeletal growth hinders due to growing hormone's deficiency when he was eleven years old, but this hasn't obstructed his love for football and finally he turned into one of the most distinguished football players via arduous efforts. Therefore, great enthusiasm is required for everything you do, and this kind of enthusiasm derives from your inward faith.
In fact, "All Adidas" is crossed the boundaries of age, gender and sporting events, which was abstracted out a kind of sports spirit, a kind of life attitude. Obviously, in future strategy, Adidas has laid more stress on various sporting resources under a comprehensive flag and no longer unilaterally emphasized a certain sporting event or a certain type of consumers.
But, every change means new risks. Certain contradictions also exist between adhering to oneself and crossing the boundaries. This German enterprise has consistently been well-known for offering precise and professional sports equipments since 1920, and nowadays it is beginning to stress the integration of sports and vogue. This not only means in future it will engage in more battles with brands, such as Kappa which has already integrated sports and fashion with success, but also means when competing with the global boss, Nike, it might care for one thing and lose sight of another owing to inattention. In the long run, every brand's connotation's extension is a risk. If goes too far, the initial purpose might be forgot. Achieving counterattack by taking advantage of the rival's slips, Adidas might make the similar mistake once more.

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When you want a way to enhance your enjoyment of exercise, the Adidas Titan Bounce or Adidas Panda Bear offer a great solution. The shoes are small, lightweight and easy to move.

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