Brand Upgrade - 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.For example, a middle-aged white collar consumer might be a football fan and could play football if possible, at the same time also regularly attends badminton activities organized by the company. On weekends, he still accompanies his family to go climbing. 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 took FIFA World Player, Lionel Andres Messy for example. When he was eleven years old, he was diagnosed with bone growth obstacles because of lacking growing hormone, but this hasn't stopped his love for football and eventually through hard work, he became one of the most outstanding football players. So, for everything you do, great passion is needed and this kind of passion comes from your inner belief.
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. Apparently, Adidas has attached more importance on all sorts of sporting resources under a comprehensive banner and not one-sidedly stressed a certain sporting item or a certain kind of consumers any longer.
But, every change means new risks. Certain contradictions also exist between adhering to oneself and crossing the boundaries. Since 1920, this German company has always been famous for providing rigorous and professional sporting equipments, but now it is starting to emphasize the combination of sports and fashion. 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. After all, every extension of brand's connotation is an adventure. The original intension might be forgot if goes too far. Adidas accomplished counter-offensive by using the opponent's faults, and it might make the similar mistake again.

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