Adidas Pitch Script

Slide 1:
Hello, Im Lana Majek and I am here to pitch an advert idea for your brand.
Slide 2:
Your company has been around for over 80 years and started rising in 1936 once Jesse
Owens had worn Adidas footwear and had won 4 gold medals. This is how the initial
selling point of the brand originated being that adidas products enhances your abilities.
Slide 3:
After starting with just the one pair of adidas originals, the brand has now gone on to
have over 1500 stores worldwide with products ranging from shoes to fitness
technology. The adidas Micoach is a unique selling point and is showing that the
company is the future of sports brands by keeping up with technology.
Slide 4:
The brand obviously started with adolf and Rudolf dassler until later at the end of the
world war two the brothers split leaving adolf dassler at adidas.This sparked the
creation of adidas competitor puma which is rudolfs brand. Since puma was established
adidas has always been ahead in the market and isn't as much of a threat as leading
market competitor nike.
Slide 5:
However even though nike own over 40% of the overall market, adidas owns over 38%
of football market making it the leading brand in this area. Therefor, the way forward for
the company is to continue to pursue overtaking nike in the market by using the
company strengths in unique areas of adidas that aren't football related since this area
is adidas strength.
Slide 6:
Adidas isn't just a sports brand it is also a fashion brand and is linked to genres of music
like rap, hip hop and R&B due to links with artists like Missy Elliott and designers such
as Jeremy Scott.

Slide 7&8:
Here, you can see the results from a survey that was conducted. The age range of the
survey was mostly 14-19 year olds. As you can see, the majority of people associated

adidas with sports which is a brand strength. Also, you can see here that the results
show that the footwear is what people favour most about the brand as oppose to other
products. The results show that the way forward for the company is to use advertising to
concentrate on selling other products and to also show that the companys unique
selling point is that its not just a sports brand.
Slide 9:
This advert here is the 2014 fifa world cup advert that stars messi, many previous
adverts look like this one where you will have an FA player successfully scoring a goal
because he is wearing adidas football boots. and tend to fade from people memories
since its something they have seen before. The advert will show an FA cup Player using
skill and agility to score a successful goal because of adidas.
Slide 10:
Here is the remake of the predator instinct advert starring ozil. even though this advert
has the same concept as the messi one, it was more memorable to people since it is
one of the minority of advert that focus on enhancing abilities. Other adverts that do this
are adverts like the Messi speed of light advert and Back to Barcelona advert.
Slide 11:
The current target audience for the brand is young athletic people in an age range of
14-19 who are SOC Class C2-E. This audience most likely are of the 38% of the football
market that adidas dominates. Advertising different products instead of just the next new
pair of football boots is highly likely to bring new audiences to adidas and therefore
gaining more profit, business and market.
Slide 12:
Here are the most recent ranges by adidas. Adidas originals and neo ranges are mostly
linked to sports while stella mccartney and porsche designs tend to be for calmer sports
and are a bit more fashion based. The brand has also had collections with rita ora and
co-designed products with fashion designer jeremy scott. This is clearly showing other
areas of adidas being music and fashion but when it came to it, the advertising lacks in
these areas compared to the new football boots.

Slide 13, 14, 15 & 16:

So, improving in the market seems to rely on adidas three areas. Music, Sports and
Fashion. So instead of choosing one area, why not combine all three?
Adidas initial success started off with the brand enhancing people's ability and then
accompanying this with the sloganimpossible is nothing.

Slide 17:
Using a three different areas of adidas in one advert is sure to gain a new audience and
customers as well as keeping loyal ones.
Slide 18:
Adidas initial success started off with the brand enhancing people's ability and then
accompanying this with the sloganimpossible is nothing. Creating an advert that
included this as well as the new company slogan adidas is all in could be the way to
go.
Slide 19:
Previous adverts where adidas has done this is with the predator instinct advert where
FA Cup player Ozil has animal like instincts, Messi back in barcelona where he is shown
to be like wind and a cheetah, and finally the messi speed of light advert. these all three
pay on the slogan impossible is nothing. Even though these adverts are a minority,
they are seen to be the most memorable by people.
Slide 20:
Previous ideas for the advert was to concentrate more on different abilities such as
predator instinct adverts but instead of having animal abilities have more power like
abilities but this goes against the ofcom rules since it would be implying that adidas will
give you powers so it classes as false selling.
Slide 21:
Another idea for the an advert was to have three different groups of 14-19 year olds
representing a different area. For example, the group representing sport will be playing
football and their product would be football boots, and the other groups having either
fashion or music where the music group could be dancing.

Slide 22:
So the idea for the advert is to focus on enhancing the ability of the audience. This will
be by having a female and a male model that will be being rotated slowly on a podium.
As the camera slowly pans up the body of the model showing the different adidas
products, activities relating to sport will crossfade with this for example, the shoes will
show football skills, jacket fashion, and hat dancing. This will focus on the three different
areas of adidas

Slide 23:
The advert would target the different audiences by using persuasive strategies such as
nostalgia because of the intertextuality of the advert looking like character customization
in games and envy for the actual products showcased.
Slide 24:
The advert will cost around 3840 which consists of cost for actors and equipment. The
house studio will also be used to help reduce cost.
I hope you consider my idea for your advert and thank you for your time.