Adidas very well known for its brand from household to household carries a unique brand
image targeting men, women and kids. When it comes to originality and a reliable athletic brand
Adidas scores the goal with all generations. Adidas offers a wide variety of selection for
consumers from offering top quality price merchandise to making a better experience in life. In
addition, Adidas meets every lifestyle brand requirement with targeting different age groups
known as their differentiated targeting strategy. This strategy not only allows them to focus on
different generations but gives them a life experience of the worlds best brand in athletic
sportswear. To stay relevant and up to date with current trends and styles, Adidas has chosen to
stay active and take part in many social media platforms to reach out to their target audience.
Some of the top platforms which Adidas has been successfully keeping up with are, Instagram,
Facebook and Twitter.
When it comes to further building their brand or getting their products and messages
across to their followers worldwide, Adidas has used the social media platform Instagram to
better support their logo. On their Instagram account, Adidas has a total follower count of over
25 million followers and over 800 posts. These posts mainly consist of celebrities and athletes
while subtly promoting their products as well. For example, in the image below (Reference
Image 1: Instagram) it is shown how David Beckham is in the Adidas workshop while looking at
the new Adidas Originals collection for their shoes. Using athletes and celebrities for their brand
has proven to help Adidas rise in popularity with their target audience in the sports world.
Furthermore, Adidas has been driven to help support social causes and has committed to help
support movements which ultimately betters society. Adidas has actively participated in causes
which takes a step to help erase racial disparities. For example, Adidas participated in the Black
Lives Matter movement last year. On June 10, 2020 Adidas posted images on their Instagram
account addressing commitment to the Black community by stating, “We will finance 50
scholarships per year for the Black students at partner schools,”(Instagram, 2020) …and, ”
remaining silent is not a neutral position when the people we should be standing with live in fear
of police brutality due to systematic racism.” (Instagram, 2020) In addition, on May 20, 2020
they posted an image of the word racism with a line across the word insinuating they do not
tolerate racism. (Reference Image 2: Instagram) By posting these photos on Instagram where
millions of individuals across the world can access these images, displays how Adidas is
accustomed with what is happening in the world. Hence, is dedicated to create a long-term bond
with their consumers by addressing and creating awareness about certain issues which their
consumers can relate to. Adidas is on top of their game by utilizing its social media platform
Instagram to strategically promote their products as well as building a connection with their
