Conversion, in math and life, is difficult. In marketing it might be the hardest aspect of growing a business. In sportswear, a conversion happens throughout several points of engagement with a potential consumer. There is the moment of introduction, there is an attempt to reinforce and then a brand has to take both organic and paid engagements and move a potential fan into the funnel. All of these things require the target to accept and form a mental and emotional connection to an inanimate product that has millions of alternatives available all vying to become a part of the uniform of the individual. There are a variety of obstacles between the introduction and eventual wearing of the brand. Add in complex intrusions, an influencer or endorsed person saying or doing offensive things, and the process of conversion takes even longer. adidas is a brand facing a mountainous conversion of the consumer process even in a week of amazing emotional sports moments, Noah Lyles, and big screen promo in one of the most transformative superhero films for an underrepresented community in film.
adidas pulled an impressive funnel towards conversion with inclusion into DC’s Blue Beetle. It’s unclear if this was a paid placement, but it was definitely smart. Blue Beetle can be considered the Latino community’s Black Panther moment. The film was led by Xolo Maridueña, of Cobra Kai, which immediately ingratiates Blue Beetle to a new generation. The longstanding Blue Beetle character is an unknown to those who aren’t comic fans so tying the origin story to an actor who is adored from an amazing relaunch of a loved film series was a smart move. This isn’t a movie review so instead of delving into that aspect, it’s important to… convert. In the opening scenes Xolo, Jaime Reyes, is rocking a pair of Sambas. In several important moments the sneakers can be seen prominently.
Throughout the film adidas is obviously his favorite brand, there is a moment when he ‘converts’ to the Blue Beetle and his adidas Forum 84s are exploded. He screams in an exasperated, comedic tone, “Not my 84s, those are my favorite shoes.” It’s akin to the sneakerhead meme moment in Black Panther where Shuri says to T’Challa, “What are those?” The adidas moments in the film aren’t intrusive and they allow The Three Stripes to connect to a community that supports the brand because of soccer and a geography that has seen considerable growth for adidas. “The Latin Revenues in Latin America increased 44% on a currency-neutral basis. In euro terms, sales in Latin America improved 46% to € 2,110 million from € 1,446 million in 2021. On a currency-neutral basis, this improvement was driven by strong double-digit growth in both Performance and Lifestyle.” adidas report
Film allows for an emotional connection to a consumer, but paid placement is often so obvious it disrupts the storytelling. Did you have an opportunity to see Blue Beetle? I loved the movie and found myself headnodding to an amazing soundtrack that felt like I was kicking it in Chicano Park in San Diego. When Jaime takes on the entire enemy den in the obligatory kick ass moment of the film, and Cypress Hill’s “Ain’t Going Out Like That” plays, I was hyped. Will that moment make me go out and buy a pair of Sambas? Is this a perfect alignment and does it matter?