Adidas "sister" theme marketing into the third year: "There are sisters, no impossible"

This year is the third year of Adidas ' sister ' theme marketing, and they have put forward a new slogan-"There are no impossible sisters."

The latest ad, starring Hebe Tianfu, a Women's series spokesperson, tells stories about how the sisters overcame the obstacles in their exercise, such as diverting their bikes across the bridge at roadblocks, running in the rain, and so on.

TBWA, an advertising firm responsible for the marketing, told the journal Curiosity, that in the past, sports brands were often portrayed in Chinese advertisements as a serious, intense activity that was related to the individual's own challenges. The characters in the ads are also professional athletes, even ordinary women, but also all over the muscle, strong and strong women.

"We realize that exercise is a very formal personal activity and does not reflect the process of emotional communication between friends, but it is often more important for girls than for most start-up sports enthusiasts," he said. "By communicating with the girls who have exercise habits, TBWA found that the important opportunity and starting point to drive them to do sports is to exchange feelings through exercise and friends." For them, exercise is to enjoy happiness with good friends and build friendships.

In addition, Adidas has recently released a range of diverse female product lines, including Adidas training functional products, Adidas by Stella McCartney series for high-end women, and Adidas Stellasport series designed for girls.

Adidas "Sister" theme campaign began in 2013, after two years of slogan is "in the name of the sisters, full of effort", is also around the "sister" concept of creativity, convey the movement of women bring happiness and friendship. According to TBWA, the success of communications over the past two years has brought "sales growth" to Adidas, but no specific figures have been provided.

But the recent fourth-quarter earnings from Adidas show that, although total revenue has increased, profits have fallen sharply and the performance in the Chinese market is not outstanding, Adidas is facing some problems, the "Curiosity daily" will be more detailed after the report.