Adidas Social Media

Playbook
By: Alexis Kelly
Company Overview
Founded: July 1924 by Adolf Dassler (Adidas – 1949)
Revenue: 19.291 billion euros (2016)
Production: 404 million units of apparel (2017)
403 million pairs of shoes (2017)

“No other brand has a more distinguished

history and stronger connection with
sport than adidas. It is our mission to be
the best sports brand in the world.
Everything we do is rooted in sport.”
Industry Overview
◇ 2nd largest sportswear manufacturer
worldwide
￭ 1st in Europe

◇ North America generates 21% of net

sales

◇ Brand Value = $7.9 billion (2017)

https://www.statista.com/topics/1257/adidas/
Social Competitive Analysis

Instagram: 19.5 million followers/ 688 posts

Facebook: 33,559,501 followers/ 33,598,477 likes
Twitter: 3.97 million followers/ 17.3k tweets

Instagram: 77.1 million followers/ 922 posts

Facebook: 30,361,931 followers/ 30,577,326 likes
Twitter: 7.44 million followers/ 34k tweets
 Social
Media
Strategy
 Social Media Target
Audiences

Fashion
Stores (Foot
Lovers & Fitness
Athletes Locket,
Trend Enthusiasts
Macy’s)
Setters
 Goals & Objectives

◇ Increase Brand Awareness

“ ◇ Expand User Base

◇ Grow Content Reach
◇ Improve Social ROI & Sales
◇ Increase Engagement & Social Discussion
 Social Media
Guardrails
1. Be authentic
2. Share timely content
3. Don’t only sell
4. Use content that is native to the platform
5. Engage in social listening
6. Follow tone and voice guidelines
7. Listen and engage with your customers
1 B2C
B2C Channels

Gray
 B2C Strategy
Athletics vs. Fashion

Adidas Original – Youth, Fashion, Retro, Futuristic

Adidas – Athletic, Reliable, Sports/ Fitness Community
B2C Tone & Voice
TONE VOICE

• Inspiring • Empowering
• Savvy • Community-Driven
• Insider • Engaging
• Reliable • Warm
• Lively • Personal
 Brand Voice
Description Do’s Dont’s
Characteristic
Give customers the power and Encouraging and
Show a lack of confidence or
Empowering confidence to achieve their goals motivational word
discouragement
while using our products choice; Use “You”
Values all thoughts, organizations, Respond respectfully
Voice negative opinions,
Community Driven cultures, communities, and people acknowledging all
argue, or display a bias
worldwide opinions (even negative)
Solely push the products or
Grasps attention and fosters Relatable, valuable, and
Engaging close the conversation by
interaction of viewers timely
Don’ts
Do’s &

providing the answer

Positive, encouraging, and Story-rich content that is Unhappy, unsociable, or

Warm
welcoming inspirational unrelatable

Sound like a person with specific Use everyday language

Use unfamiliar words and a
Personal traits over a corporation with no and have an authentic
corporate professional voice
personality conversation
 Facebook

Audience: Role:
- Older Generations Generate awareness of
- Parents the latest products
amongst the large FB
- Primary Household audience. Share
Purchasers inspiring content that
- Fitness Gurus will encourage
purchases and engage
- Sports Enthusiasts
consumers. Display
reliability as a brand the
“whole family can
trust”.
 Facebook

Type of Content:
￭ Videos (sports, inspiring stories, athletic community)
￭ Photos (new products, newest collections, athletes)

Posting Cadence:
￭ Currently: 1-2 times per month
￭ New Strategy: 5 times per week

Hashtags:
￭ #HereToCreate, #adidasreigningchamp,
#747WarehouseSt
 Audience: Role:
- Younger Generations Generate awareness
- Millenialls & Gen Z and create buzz around
the latest products.
- Highschool/ College Share community
Instagram -
Athletes
Fitness Enthusiasts
focused content that
fosters engagement.
Adidas Orignial is
- Fashion Gurus
targeting the trendy
fashionable side of the
brand. Adidas is
targeting the althletes.
 Instagram
Type of Content:
￭ Videos (sports, inspiring stories, athletic community,
fashion, youth community)
￭ Photos (influencers, new products, newest collections,
athletes, trending fashion)
￭ Stories (live, images, exclusive sneak-peaks)

Posting Cadence:
￭ Currently: 1-2 times per month
￭ New Strategy: 5 times per week
Hashtags:
￭ #ARKYN, #AlphaBounce #Adidas
 Twitter
Audience: Role:
- Fashion Enthusiasts Twitter will be used to
- Sports Fans engage in conversation
with our customers. We
- White Collar Workers want to better
- Highschool/ College understand our
Ahtletes customers affinities
through Twitter
discussion.
 Twitter
Type of Content:
￭ Videos (sports, athletic community, new products)
￭ Photos (release date announcements, athletes,
influencers, sponsorships/events)

Posting Cadence:
￭ Currently: 2-3 times per week
￭ New Strategy: 1-2 times per day

Hashtags:
￭ #Yeezy, #HeretoCreate, #AlphaBounce
 Pinterest
Audience: Role: Posting Cadence:
- Primarily Females Pinterest will be used to - 15 pins per month
- Athletes target the fashionistas
and health conscious
- Primary Household consumers. This will
Purchasers help showcase new
- Fashion/ Fitness Lovers lines, seasonal
products, motivational
- Parents
tips, and increase sales
by directing people to
the site.
 Snapchat
Role:
Audience:
Snapchat will be used to
- Gen Z & Millenialls
engage with the youth
- Athletes around current sporting
- Fashion/ Fitness Lovers events. Create engaging
opporunities and
campaigns (ex.
Posting Cadence: Myneolabel).
- 3-5 posts per day
(average) varying
on the content, day,
and post type
B2C Content Themes

- World Cup (June 14 – June 15) Place your screenshot

here
- Youth Community (What do you create?)
- NBA Finals (June)
- #Kicksoftheweek
2 B2B
B2B Channels

Gray
 B2B Strategy
Department Stores &
Shoe Stores
Department Stores – Macy’s, Models, Nordstrom, etc.
Shoe Stores – Finishline, Footlocker, Champs, etc.
 B2B Tone & Voice
TONE VOICE

• Reliable • Professional
• Genuine • Direct
• Industry Leader • Informative
• Inspirational • Creative
 Brand Voice
Description Do’s Dont’s
Characteristic

Authentic, reliable and informational

Display brand personality Overly professional to
Professional showcasing the company's an
and core values destroy being authentic
industry leader

Straightforward and concise; with a Include important

Direct variety of competitors the point of information in posts (name, Only focus on the sale
differentiation must be clear release date, etc.)
Don’ts
Do’s &

Providing details retailers need to sell Create buzz around new

Disclose too much
Informative products and make purchasing products but keep important
information
decisions details secret

Display the uniqueness of our

Showcase new features, Directly downplay a
Creative products and their history of
lines, and launches competitor
development
 Twitter
Audience: Role:
- Distributors Twitter will be used to
- Department Stores engage in conversation
with other brands. This
- Sports Stores will include the stores
- Exclusive Shoe Stores where our products can
be purchased following
- Online Retailers
a launch.
 Twitter
Type of Content:
￭ Videos (showcase new products & campaigns)
￭ Photos (release date announcements, influencers,
product details)

Posting Cadence:
￭ Currently: 2-3 times per week
￭ New Strategy: 1 time per day

Hashtags:
￭ #AlphaBounce, #STANSMITH
 Audience: Role:
- Competitors Generate awareness
- Brands and create buzz around
the latest products.
- Distributors Share community
Instagram - Department Stores focused content that
display the community
oriented company
value.
 Instagram
Type of Content:
￭ Videos (product preview, details & design)
￭ Photos (influencers using products, new products,
collections, trending fashion)
￭ Stories (finished goods, images, exclusive sneak-
peaks)

Posting Cadence:
￭ Currently: 1-2 times per month
￭ New Strategy: 3 times per week
Hashtags:
￭ #DEERUPT, #ULTRABOOST
 Facebook

Audience: Role:
- Distributors Generate awareness of the
- Department Stores latest products. Display the
demand and social
- Sports Stores engagement of our
- Exclusive Shoe Stores consumers which in turn will
encourage retailers to
- Online Retailers
purchase our products (pull
strategy).
 Facebook

Type of Content:
￭ Videos (athletes, influencers)
￭ Photos (new products, newest collections, lastest
features, relase dates, new partnerships)

Posting Cadence:
￭ Currently: 1-2 times per month
￭ New Strategy: 2 times per week

Hashtags:
￭ #ALPHASKIN, #adidasreigningchamp,
 Place your screenshot here

B2B Content Themes

- Product differentiation
- Industry Leadership
- “Original is never finished”
- Retro/ Fashionable
Conclusion
◇ Continue using individual social media accounts
◇ Increase social discussion around products
◇ Increase posting cadence across all platforms
◇ Prioritize Adidas & Adidas Originals accounts
◇ B2C – Primary medium is Instagram
◇ B2B – Primary medium is Twitter
◇ Listen, engage, and interact with your fans!
Thanks!