A lot has been going down in the world of Adidas and being an avid sneaker collector, I’m excited! Following a month-long renovation, the Originals store in SoHo reopened during Fashion Week and set the stage for the company’s new Celebrate Originality campaign. To promote the launch of the redesigned store, a giant adidas Originals shoebox was placed on Broome St. Adidas, 180 Amsterdam and Hill & Knowlton have been generating a lot of buzz over their viral and interactive marketing strategies, which includes the release of an animated film about Adi Dassler on YouTube and implementing various blogger/social-networking outreach methods.
The Celebrate Originality campaign introduces the miOriginals concept, which allows customers to design their own sneakers through interactive, in-store workshops. According to Andrea Corso, an Adidas spokesperson, “It’s special for Originals because it’s now making this design component available to more consumers with more products and turning it over to them so they can bring their creative to life.” During a time in which people do not only consume, but rather render brands and products as part of themselves, the new Adidas campaign will most likely succeed. Adidas introduced sneaker customization–a phenomenon that has proved successful for both Nike and Puma–in 1984 with the release of it Adicolor products. Through the use of a brand model that treats customers as active, creative partners and participants, sneaker companies function much like a culture.
Adidas has embraced the promotion of digital media and interactive events in the past. In 2006, the company created several short films on YouTube for each color in its re-released Adicolor series. For this campaign, Adidas opened a secret showroomin NYC’s Chinatown that prompted a lot of online discussion over its location. To compliment a website it created for user-generated content, Adidas put up white billboards that encouraged people to tag them with graffiti.
With a new Atelier retail design and special section in its stores for customers to relax in and be inspired, Adidas is not merely executing their latest advertising campaign. Celebrate Originality serves as an example of how companies are seeking to increase brand loyalty and engagement by using marketing methods that encourage experiences.