Adidas The Brotherhood History of the Brand: Adidas was formed
by German sports apparel by the founder Adi Dassler during the
1920s. While Dassler was in his mothers wash room he decided to
begin an athletic shoe. After he made the shoe he had help from his
brother and twelve other people to produce around 50 handmade shoes
per day. These athletic shoes were made for running and training.
For over 80 years, Adidas has been part of the world of sports on
every level, delivering state-of-the-art sports footwear, apparel
and accessories. Today, Adidas is a global leader not only in the
shoe industry, but also in the sporting goods industry. Shoes from
the Adidas are available in virtually every country of the world.
Oddball is proud to carry quality large size Adidas,
(www.oddballshoe.com). Recently Adidas and the NBA joined forces
and made The Brotherhood. The Brotherhood consists of Tracy McGRady
of The Houston Rockets, Dwyane Wade of The Miami Heat, Tim Duncan
of The San Antonio Spurs, Chauncey Billups of the Detroit Pistons
and Gilbert Arenas of the Washington Wizards. When it came down to
it Adidas and the NBA came up with the slogan called Basketball is
a Brotherhood. The main focus of The Brotherhood was Adidas to
sponsor the NBA. The way these six players were selected was by
their athletic ability which is why they are also known as all
stars. Then these six players decided to form a series that would
help kids to discover their dream by playing with NBA Stars. This
link
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(http://www.youtube.com/watch?v=mrJhAK3rlq8&feature=related)
is a clip of The Brotherhood series. Media: The media that was used
of The Brother Hood will be television, magazines and Internet.
Media Vehicles: The media vehicles that were used for television
will be ABC basketball games, TNT basketball games, ESPN basketball
games and ESPN 2 basketball games and ESPNs Sports Center. The
media vehicles that were going to be used for magazines were Sports
Illustrated and ESPN Magazine. The media vehicles that are use for
Internet were ESPN website (www.espn.go.com), NBA website
(www.nba.com), Adidas website (www.shopadidas.com), Sports
Illustrated website (sportsillustrated.cnn.com). Advertising unit:
When it came to the advertising unit for television Adidas only
runs: 30 seconds ads since most of these ads are played during NBA
games. The ads in magazines are full page. When it came to the
Internet ads are a top banner. For example, on page five you will
see the ad which it a top banner. Seasonality: Since The
Brotherhood is made up of The NBA the seasonality will be during
the fourth quarter. The reason for this is that the basketball
season begins in October which is in the fourth quarter.
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The time of day in which The Brotherhood would be run on
television is during the evening while the NBA is holding their
regular games. When it comes to the Internet The Brotherhood is
advertise daily and at all times. Target Audience: When it came to
any product the audience is very important. You need to know who
are going to be interested in the product. When it came down to
this The Brotherhood is mostly for boys ages 8-20 and for older
males. For example, on page four you will see TMAC jersey for boys
8-20 and older males. Selection of Media: The reason that this
media was selected was because television, magazines and Internet
were the best way in which Adidas were able to show there customers
their products. As you see below the picture on the third page that
says Adidas NBA Shop, in order for Adidas to promote the The
Brotherhood they had to come up with a slogan in which they called
it NBA is a Brotherhood.
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Example of Media Buys:
www.shopadidas.com These jerseys are for boys ages 8-20. This
TMAC jersey is usually sold for $55 around all Adidas stores.
www.shopadidas.com These jerseys are for older males. This TMAC
jersey is usually sold for $75.
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TS Lightspeed T-MAC www.shopadidas.com This is one type of TMAC
shoe that is sold in all Adidas stores. This type of shoe is sold
for $100.
www.shopadidas.com
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adsoftheworld.com/files/images/9398_Team.jpg From Right to Left:
Kevin Garnet, Dwyane Wade, Chauncey Billups, Tracy McGRady, Tim
Duncan and Gilbert Arenas
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Questions: 1. How many of you have either wore, bought Adidas
shoes or clothes or went into an Adidas store?
2. After seeing the video of The Brotherhood series what are
some thoughts about this?
3. What is you opinion about Adidas teaming up and sponsoring
the NBA to form The Brotherhood?
4. When you heard the slogan on page 5 Basket is a brotherhood
what do you think this means?
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Bibliography
1.A Short History of Adidas Shoes. Oddball Shoe Company.
2008.http://www.oddball.com/cascades/static/customer_service
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