contact: Karl Keating, Ajay Date
phone: 971-234-2415
CollegeFootball Regional Activation
2008 Marketing Concept Brief
Objectives
•Establish strong regional connections with the adidas brand,college football, and school pride at each unique college campus
•Drive regional passion to retail, including local key account locations and campus locations
•Inspire students and fans around their teams and enable them to interact as never before
•Be the brand that puts students& fans side-by-side with their teams
•Capture the essence of unique school pride, tradition and culture at each campus – make adidas an integral part
•Specific financial objectives to follow
Strategy:
We will enable college students (the sweet spot of our core consumer demographic) to achieve their own Impossible by creating an adidas football concept for their school that has the chance to be literally brought to life on their campus:
•Student teams at seven adidas licensed NCAA colleges will develop creative and insightful campaigns built around the adidas brand and the unique pride of college football at each respective school.
•The team will be treated as any marketing professionals with access to full adidas brand initiatives, and marketing goals.
•Beginning in January and over the course of spring semester, teams will develop marketing and creative concepts working closely, but remotely, with adidas’ brand marketing department. Academic milestones can be created over the course of the Spring Term, however the ultimate culmination will be a live presentation to adidasAmerica management at the end of the term (April). The winning idea from the campus will then have the chance to be produced by adidas into real communications in each region.
Participating Schools (7):
Notre Dame, Wisconsin, UCLA, Tennessee, Michigan, Nebraska, Texas A&M
The heart of the adidas brand – IMPOSSIBLE IS NOTHING
(follow up deck to come)
“Inspire & Enable”
Inspire & Enable” is our unique brand Point of View across all of our sports categories leading with “Impossible is Nothing”. adidas will differentiate itself in the marketplace by positioning itself as the brand that not only inspires through our football assets, but also enables our consumers to be a part of their passion by wearing that authentic team gear to the stadium every Saturday to support your school.
Creative Considerations:
•Focus should be internally on what makes the campus football experience unique at each school.
•What makes you the most proud to have football at your school? What are things that only people who attended your school or root for your school would know and feel?
•Pride can be represented by on or off-field rituals, characteristics and displays or distinctive school traditions, history and heritage – be creative and representative.
•Must show the unique passion of their school and how adidas is side-by-side with that
•Are there special ways current students interact with the football atmosphere? Are there ways in which alumni from near and far away interact with the football atmosphere?
•What is unique about the adidas“Impossible is Nothing” attitude at your school? How does it manifest itself in an authentic way at the college?
Product
While nailing the attitude of adidas and college football is the key, the underlying goal is to drive back towards two key product areas. Primarily school licensed gear for supporting your team and secondly, an association with adidas as a sport performance brand to drive other categories.
- NCAA licensed product
- adidas sport performance product (running, training, football, basketball, soccer, etc)
Marketing Channels
When football game days hit campus in the fall of 2008 want to focus all marketing channels towards two things: football and adidas:
- Retail (campus,key local accounts, and own retail)
- Outdoor / Stadium / Projections, etc?
- Digital
- Mobile
- Social networking (Facebook?)
- Grassroots / Gorilla
- Promotions (game day, season long?)
Timing
October / Contact business and journalism schoolsDevelop adidas football brief for colleges and faculty
November / Secure project for Winter/Spring curriculums
Deliver project guidelines to schools and faculty
December / Brief PR for campus activations
Jan / Student groups briefed by teachers and adidas
Jan - April / Creative development of adidas-football campaign by students
April / May / Presentations to adidas management
May - July / Potential production of school concepts
September - December / Potential communications implemented
The adidas Brand
Brand Vision
Our passion for sport makes the world a better place.
Brand Mission
To be the leading sports brand in the world.
Attitude – IMPOSSIBLE IS NOTHING (follow up deck for insight)
Brand Values
Our brand values are unique to us. For almost 80 years, our values have created a strong foundation for how we act and interact with ourselves, our consumers, athletes and the world. When we make decisions that affect our brand, we use our values to help us decide what is right or wrong. Like our past and current success, our future success will be largely decided by how well we keep these brand values alive.
adidas is the first genuine sports brand. We are the first sports brand that was founded by a true athlete whose one guiding principle was to make equipment that makes athletes better. This is what made Adi Dassler authentic then, this is what makes us authentic today, and this is what will always make us authentic.
Passionate
Passion is at the heart of sport and of every true athlete. Passion knows no borders, no age, no race and no time. Passion is what drives athletes to succeed and it is what drove Adi Dassler to make his first pair of athletic shoes in 1920. It is this same passion which will always guide the adidas brand.
Innovative
There is continuous innovation in every area of our business – from product technologies that help athletes perform better to communications that help athletes understand our brand and products. New ideas and solutions can be found in every department around the world.
Inspirational
Being inspirational helps build and maintain relationships with the athletes we support. It is our emotional connection to our heritage, our athletes and to sport that inspires us to create products and communications that, in turn, inspire others.
Committed
Our commitment to athletes and sport is uncompromising, unwavering and forever. We will continue to sponsor, advise, listen to and support athletes with the same resolve as Adi Dassler.
Honest
At all times and in all relationships, adidas is genuine, ethical and fair.
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