Adidas Vision: Leveraging Olympics to Look at the First Brand

Did Adachi's record of advertising investment definitely give birth to the first brand in sports?

On weekdays, Beijing’s subway stations are full of hurried crowds. Recently, a huge photo has broken the atmosphere of the past. People began to stop and watch pictures hand-drawn by Chinese and foreign sports stars. It was Adidas's latest series of "not impossible."

When reporters crossed the subway, a dramatic scene occurred. A young woman, standing beside Beckham's giant photo, stayed away for a long time and ended up being pulled out by friends repeatedly.

After defeating Nike, Li Ning and Adidas, they won the last precious seat of the partners of the Beijing 2008 Olympic Games. Since then Adidas has formed a professional team that includes global and local experts to use the best resources available to the Olympic Games. The project is developed and managed.

"I hope Adidas will become China's number one brand in 2008. By 2010, China's sales will reach 1 billion euros. Both China and Japan will become the second largest market after North America." Mr. Hainer, Adidas Global CEO The excitement of his face was revealed when he went to his grand blueprint.

"Everything to fight for"

It is reported that Adidas has created an "Asian Design Center" to develop sportswear souvenirs with the dual logos of China India and Adidas LOGO. The design of these Olympic-licensed products will inject more Chinese elements.

Erica, director of the adidas Olympics project, told reporters: "Adidas will tailor products, equipment and technology for the Beijing 2008 Olympics project." Nowadays, in Adidas's boutiques, the "Feng Lin" series of T-shirts with rich Chinese culture has been placed on the counter.

For a long time to come, China will become the focus of Adidas' work within Asia and worldwide. Hainer said in an interview with this reporter that 2007 is a crucial year for preparations for the Beijing Olympics. Similarly for Adidas, it is also necessary to actively prepare for the 2008 Olympic Games.

Hainer said: "This year's Women's World Cup and the World Special Olympics Games are two grand parties held in China. As partners of the Beijing Olympic Games, we uphold tradition and become the official partner of these two major events. We will seize it. The two major world events before the Olympic Games lay a solid foundation for the upcoming Beijing 08 Olympic Games."

In addition to establishing the "Asian Design Center", adidas also organized the award-winning clothing design competition with the Beijing Olympic Organizing Committee in the next 500 days. The aim is to "allow Chinese athletes to wear national features on the podium at the Beijing Olympics. Bringing together the clothing of the Chinese nation's wisdom."

A person from Adidas emphasized to reporters in particular: "This design competition will be completely completed by the Chinese and will be evaluated by the expert panel and selected the best one."

Prior to this, Adidas won the bidding for the Beijing 2008 Olympic Games with a 1.3 billion RMB bid, which far exceeded the psychological bottom line of Li Ning’s RMB 1 billion.

An expert from Beijing Sports University told reporters that whether it is Nike, Adidas or Li Ning in China, their executives have expressed their desire for the Asian market on different occasions. For international companies that are eager to expand the Asian market and Chinese local companies that are eagerly looking forward to the world, the titles of Beijing 2008 Olympic partners have undoubtedly become the focus of their contention.

For Adidas, is it worth the price of 1.3 billion? For this issue, Heiner euphemistically stated: “The Olympic Games is the world’s largest and most exciting sports event. It was first held in China in 2008. This will provide Adidas with a unique platform to establish Adidas’s presence in China and throughout Asia. With brand image and business, we will fight for this right at all costs.”