Last time I checked, Adidas was Nike’s biggest competition. Nike’s roster of athletes includes the best of the best. Names like Lebron James, DeSean Jackson, and Kobe Bryant round out the list. If you’re going to compete with Nike head on, why would you choose athletes like Derrick Rose? I realize that Adidas is trying to promote their casual wear, but there is nothing casual about playing in the NBA. There’s no way Derrick Rose is using the Adidas casual collection while he’s on the court in Chicago. If you’re going to advertise your lifestyle collection, use individuals that represent your target market. Derrick Rose is an up and coming basketball star. However, he has nowhere near the star power of Kobe Bryant or Lebron James. Adidas is pitting an inferior player, in Derrick Rose, against the two best players on the planet. This is stupid.
In addition, Adidas also is being represented by B.o.B. and Katy Perry, two music stars. Again, these aren’t even music stars at the top of the ladder. As far as rap is concerned, B.o.B. is in the lower echelon of hip hop stars. Katy Perry has nowhere near the stardom of someone like Lady Gaga. Although the commercials are pretty sweet, I think they are deteriorating their brand equity by using inferior celebrities as opposed to Nike. If you want to be seen as a premium brand, you need to be the best of the best. Adidas isn’t doing this at all and its attempt is pitiful.
Finally, I have a few comments about the brand message. Competitive team sports and individual sports are two different things. I am thoroughly against advertising BMX biking and basketball in the same commercial. The types of people who participate in these sports are far from similar and probably would not want to be lumped in together.
Definitely not all in on this one...
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