Subject Index
 

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

This paper describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during and after the 20 ...

Over the years adidas-Salomon AG has maintained an international reputation as a premier maker of sporting goods and athletic footwear. It has hired some of the sporting world's top athletes as ...

After more than a decade of dismal performance worldwide and a 1995 company relaunch by a group of international investors, the Germany-based athletic-foot-wear-and-apparel brand adidas (the officia ...

German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy. No longer content to allow competitors, especially the seemingly invinci ...

In 2005, adidas launched a through-the-line campaign to reinforce its position as the number one football brand. It captured the imagination of the football target through an epic 'impossible story' i ...

In 2004, adidas launched a new brand voice to capture the hearts and minds of sport lovers. The brand saw significant gains in key measures and massive increases in website traffic. The campaign tappe ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

A British Lions rugby tour is unlike any other. While international sides usually arrive with a plane load of supporters, the Lions invade with more than 40,000 red uniformed fans, armed with well pra ...

Every four years one of the world’s premiere sporting events – The Rugby World Cup – takes hold of many rugby fans and nations around the world. adidas, a global sports brand and principal sponsor of ...

The focus of the adidas product is injury-free high performance for professional and amateur athletes, rather than pure fashion. adidas fosters direct contact with consumers through grass roots activ ...