By Rigghs T
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For instance, tennis star Serena Williams played beach volleyball, and Tour de France champion Lance Armstrong sparred in a boxing ring. S. advertising, explained to the Washington Times, ‘‘What if Lance Armstrong was given a pair of boxing gloves instead of a bike as a child? , the number two maker of athletic shoes in the United States, had employed numerous memorable marketing campaigns, from ‘‘Because Life Is Not a Spectator Sport’’ in the mid-1980s to ‘‘Life Is Short, Play Hard’’ in 1991. In 2003 it introduced its ‘‘Outperform’’ campaign.
The company’s international presence also was expanded in Europe, with French soccer star Nicolas Anelka serving as spokesman. In Latin America and the United States the brand partnered with pop singer Shakira. MARKETING STRATEGY The adidas ‘‘Impossible Is Nothing’’ campaign, created by 180/TBWA, was designed first to reach American consumers and to improve the company’s market share in the United States. Adidas stressed that the campaign was aimed at a global market and that ads would eventually include athletic stars from a variety of sports and regions.
Another ad featured a close-up of a golf ball on a tee as a golfer prepared to strike it. On the ball was printed, ‘‘I am your idea. ’’ Yet another print execution focused on a disposable coffee cup wrapped in an insulating cardboard sleeve reading, ‘‘I am your idea. ’’ Small copy at the bottom of each ad reiterated the message from the TV spots: ‘‘It’s not how many ideas you have. It’s how many you make happen. com, and the ‘‘Innovation Delivered’’ tagline ran underneath the Accenture logo.
Encyclopedia of Major Marketing Campaigns by Rigghs T