The Adidas Originals “Original Is Never Finished” campaign earned the Entertainment for Music Grand Prix.
I wrote an extended discussion on why adidas has been making moves a few months back. I noticed everyone was relying on BOOST and NMD as the reason Nike has taken a backseat. According to analysts adidas’ product was key to their consistency over the last year. What was being ignored was the shifting landscape in retail and marketing. Nike relied heavily upon its endorsers via sports. The problem is the medium of television is dying and sports are no longer as relevant to the market as they were. The evidence is in dwindling numbers for sporting events. I said in the report below that adidas was winning in marketing and for the first time it appeared that Wieden and Kennedy did not understand how to shift Nike from their past to their present past.
Today @germanotes shared via Twitter the source link explaining that adidas had beat out Nike for the Cannes Lion award in marketing. Check out the source link to read more about why adidas nailed it and beat Nike at their own game and then if you want to see how I explained this last year on several occasions you can click through the articles below.