Adidas continues to develop content that aligns with the vision of the brand. Companies are going to have to recreate the marketing of sportswear now that the buyer has become a lot more savvy.
The buyer now needs more than just an athlete or entertainer to be sold on a brand. The customer has awakened and wants to be a part of a movement. That movement has to align with social issues or it has to symbolize creativity and freedom. Adidas has brought in Snoop, Desiigner and Made In TYO for a series of videos that allow each artist to reinterpret Sinatra’s “My Way”. This video series is in line with the creative expression that adidas wants their audience to feel when they wear the Three Stripes.