adidas Sport Style: divisional overview
The market for streetwear and lifestyle fashion represents a unique opportunity for sporting goods companies as it is more fragmented and larger in size than the market for products used in sports activity. In addition, profitability in the sports lifestyle market is typically higher as a result of lower product complexity. adidas was the first brand to credibly leverage its sports assets in the lifestyle arena and as a result is regarded as a legitimate sports lifestyle brand. What started as a niche business has developed into a significant contributor to the Group’s top-line development. To best tap the potential of the sports lifestyle market, adidas created a dedicated Sport Style division primarily focused on its Originals and Fashion businesses (e.g. Y-3, Porsche Design Sport).
adidas Originals: from niche to fashion mainstream
The cornerstone of the Sport Style division is adidas Originals: the original lifestyle brand, born in sport heritage but living in contemporary lifestyles. adidas Originals with its Trefoil logo has become a relevant part of many people’s lives, whether they be skaters, rockers, artists, musicians, sneakerheads, sports fans, etc.
With a holistic offering in products and communications, adidas Originals speaks to and engages the youth audience in authentic, creative and new ways with the “Celebrate Originality” philosophy.
To address the needs of its diverse consumer groups and maximise business opportunities, adidas Originals takes a two-tier strategy to brand and product marketing: Statement and Core. Statement product concepts aim to generate buzz and to keep the brand fresh and relevant. Core product concepts aim to generate sales volumes by presenting a constant collection that is uniquely adidas.
In 2009 and looking ahead to 2010, the brand marketing efforts continue to be aimed at winning over that Core consumer. The message of “Celebrate Originality” remains consistent, but as a backdrop the campaign for 2010 takes a close look at the “Street Where Originality Lives”. Once again including musicians, skaters, athletes and even STAR WARS™ characters, this campaign is a clear evolution of the 2008/2009 House Party with a strong focus on not only recognisable celebrities in the crowd, but also on highlighting current Originals products.