AdidasAdidas AG (stylized as ?did?ssince 1949) is a MNC, founded and headquartered in Herzogenaurach, Germany, a designerand manufacturer of shoes, clothing and accessories. It is the largestsportswear manufacturer in Europe, and the second largest in the world, afterNike. It is the holding company for the Adidas Group, which consists of theReebok sportswear company, Taylor Made Golf Company (including Ashworth),Runtastic, an Austrian fitness technology company, and 8.33% of Bayern Munich,the football club. Adidas’ revenue for 2016 was listed at €19.29 billion.The company was startedby Adolf Dassler in his mother’s house; he was joined by his elder brotherRudolf in 1924 under the name Dassler Brothers Shoe Factory.
Dassler assistedin the development of spiked running shoes (spikes) for multiple athleticevents. To enhance the quality of spiked athletic footwear, he transitionedfrom a previous model of heavy metal spikes to utilizing canvas and rubber.Dassler persuaded U.S. sprinter Jesse Owens to use his hand made spikes at the 1936Summer Olympics.
In 1949, following a breakdown in the relationship between thebrothers, Dassler created Adidas, and Rudolf established Puma, which becameAdidas’ business rival.Adidas’ logo is threestripes, which is used on the company’s clothing and shoe designs as amarketing aid – Adidas bought the branding in 1952 from Finnish sports companyKarhu Sports; the branding became so successful that Dassler described Adidasas “The three stripes company”. The brand name is uncapitalized and isstylized with a lower case “a”.TargetaudienceThe company targets thesports people. And so always want to inspire people to join sports and increasetheir target segment. And so is the case even with this campaign of Adidaswhere he shows how sports change lives of people. IdeagenerationWe live in a time, whendisability doesn’t lead to the end of an active person’s journey.
And a new Adidas campaign in India draws attentionto something that has never occurred to most of us: Why should a blade-runningathlete with only one foot—or anyone else—have to buy expensive athletic shoesfor both feet?Oddsby AdidasAdidas launched a uniquefootwear initiative – ‘Odds’ which is customized to the needs of thepara-athletes. ‘Odds’ is a pair of shoes for the same foot. The initiativeemerged from a simple insightful idea from Taproot Dentsu of givingpara-athletes, primarily blade runners, a pair of the same side footwear theyneed, rather than the generic pair that is sold to consumers. It is an ode toall athletes in the world who choose to run against the odds. The campaign is beinglaunched by Taproot Dentsu and Carat Media and is led by an inspiring filmfeaturing marathon runner Major DP Singh, India’s first blade runner with KabirBedi’s voice for the cause. The film captures the Major’s life and his passionfor running. Major DP Singh believes that, “Losing a part of the body does notlead to disability.
Losing the will to fight out odds does. Celebrate odds andbe the winner. If you wish to give up anything, give up giving up. That’sthe message I wish to give everyone. And that’s the reason I run every day”.Adidas believes in asimple principle. “No Athlete left behind.
” This philosophy is at the heart of’Odds by Adidas’. The company encourages& cheers the para-athletes on toachieving their best on the field of play and we hope Major DP Singh’s storyinspires many more to live their dreams and prove that Sports has the power tochange lives. Celebratingimpossibly glorious feats makes all of us strive harder and look beyond ourlimitations. Such is the power of this story-telling ‘Odds’ will feature the AdidasMana Bounce from the 2016 Fall Winter range. Depending upon the need, athletescan either choose to buy a pair of shoes for the right foot or a pair of shoesfor the left foot.
Agenciesand People Involved· Agency: Taproot Dentsu· Chief Creative Officer: Santosh Padhi(Paddy) & Agnello Dias· Creatives: Santosh Padhi (Paddy), PiyushGupta, Apoorva Jain, Shraddha Jagtap, Shivam· Account Management: Umesh Shrikhande,Ayesha Ghosh, Gargi Raju, Radhika Saha· Production House: Nomad Films India.· Director: Veneet Raj Bagga.· DOP: Tassaduq Hussain· Executive Producer: Anju Vaswani· Producer: Manju Moses· Media Agency: Carat· Digital Agency: Isobar StrategyIndians are notsports centric, barring cricket and few other forms of sport, we are a passivesporting nation. But things are changing with the newer generations approachtowards lifestyle, the company wanted to add to the momentum. Hence, the wholeidea was not only celebrating the para-athletes courage and approach towardssport but with this campaign through an inspirationalstory about Major DP Singh and his approach towards sport will certainly movecommon Indians to get into some form of physical activity.
As they say, ahealthy body leads to a healthy mind. BigideaThe company tries totreat all their customers equally and found that it was unfair for thepara-athletes as they had to buy a pair of shoes of which one would be of nouse and came up with the idea to offering the same foot shoes such customers.And they chose Major DP Singh, whose story would inspire the customers andshowed him running at even and uneven places and positioned it as “uneven pairof shoes for uneven legs”. The idea was to reach out the customers with dualmessage: “Nothing is Impossible” and to inspire and motivate many others toplay sports. CreativeexecutionThe company decided tomake a fil on the story of India’s first blade runner Major DP Singh, who lost hislegs but not his determination to run again. He evens out the uneven.
The film talks about hisjourney as India’s first blade-runner, and one of the first Indians to run amarathon with an artificial limb. The film had inspirational lines and used thevoice of Kabir Bedi, to make it more impactful for the customers.This wassomething very inspirational and also had an emotional effect on the customers,which led to change in the behavior of the customers. MediaplanThe advertisement was released across media includingdigital, television and outdoor, the campaign shows Singh running on a bridge,a mountain and a road even as the voice-over by Kabir Bedi, who tells an impact full line, “Odd, isn’t it? For a man to run whentechnically he shouldn’t even be walking?” Awards· Taproot Dentsuwon the Integrated Lotus Gold for the Adidas Odds campaign, for the same workfor which it also won two Golds in Promotion and Film Craft Lotus. The agencyalso took three Bronzes – two for Films and another for Promo Integrated, againfor Adidas.· D awards2017· Taproot Dentsuwon six Golds for the Odds by Adidas campaign under four different categoriesat Goafest. o Radio Singleunder the sub-category of Clothing, Innerwear, Footwear and Accessories. o Gold in theRadio Craft category under sub-category, Writing.
o Gold inthe Brand Activation category under sub-category, Programs that use multiplemedia platforms in one promotional campaign o the next threeGolds came in the Direct category under three different sub-categories – DirectResponse Print, Direct Response (TV, Radio & infomercial) and DirectCampaign using Any 2 forms EffectivenessOdds became themost talked about campaign during the Paralympic. People started participatingin the discussion about the need to even out the odds. With over 5 millionviews in a week. 1.
5 million Likes. Generating PR worth 9.5 million dollars forfree. Creating over 27 million media impressions globally.