Every Change Means New Risks - By: lucylucy

A domestic sports products enterprise's executive said that: "The consuming characteristics and behaciors of current consumers start to appear intricate changes, for instance, some people are more likely to abandon the old for the new, willing to attempt new things, and some people used to take part in only one sport, but at present maybe take part in many sports".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. Physical trainings are not only one people's exercise, but also have gradually become a kind of social tools and means.
Therefore, after performance recovery and getting a firm foothold again in Chinese market, Adidas also has begun its brand promotion journey, which emphasizes the relationship among products and the relationship among brands, and which is no longer the boundaries of one another.
Adidas launched the latest global brand promotion activity called "All Adidas" in March, 2011. Besides football and basketball stars, Chinese well-known movie stars also came to the stage. Adidas expected that through involving in various spheres, such as sports, music, fashion, etc, the brand's attitude towards sports, culture and life could be conveyed. 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. So, for everything you do, great passion is needed and this kind of passion comes from your inner belief.
As a matter of fact, "All Adidas" is spanned over the limits of age, gender and sporting events, which was abstracted out a kind of sports spirit, a kind of attitude of living. 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. Not only does it mean that it will spread more battles in future with brands, like Kappa which has already combined sports and fashion successfully, but also means that it may attend one thing and lose another because of its inattention during the contest with the global boss, Nike. In the long run, every brand's connotation's extension is a risk. If goes too far, the initial purpose might be forgot. Adidas accomplished counter-offensive by using the opponent's faults, and it might make the similar mistake again.

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