adidas continues to underutilize their platform to create a connection to the consumer. I had to search for this video and I watched the full 10 minutes and 39 seconds. There are people who don’t know what Donovan Mitchell looks like. He’s not on State Farm commercials. He may have won the Dunk Contest, but he’s not a household name. He plays in Utah… Utah. No one plans a vacation to Utah. The kids who would look up to him are probably in a city, on the blacktop, practicing their moves hoping that they get a chance at a D-1 scholarship. They don’t watch Utah. They watch the Lakers, Knicks and now Brooklyn and the Clippers.
In a year where I think Utah has added the piece they need to make a deep run into the playoffs (Mike Conley), adidas doesn’t have a picture of Donovan Mitchell on his basketball page. They don’t have this video and this is a problem. As much as the trend shows basketball continuing to slip in the U.S., the trend is dictated by what has become inconsistent marketing and branding by every brand except Nike and even Nike has come to rely on their sponsorship of the NBA to carry basketball sales.
Something as basic as creating a better landing page could contribute to sales. Think about that as you watch this very good video from adidas on Spida.
