I’ve discussed Nike’s complete dedication to sport as an opening for another brand. Although adidas has been around longer, they are using their relationship with Kendrick Lamar and Reebok to add to their longstanding tradition of combining sportswear and music. This time they make sure to give back and in doing so, they are actually doing something that strengthens their stock price, but expands their reach to the customer base everyone is shooting for teens.
I don’t want to make this so much about business. The Sound Labs project is taking a music program into high schools. “The adidas Originals ‘Sound Labs’ are equipped with full audio recording and mixing equipment, creating a space for students to maximize their potential while at Cass Technical High School. Through maintenance of a 2.5 GPA, all participating students are allowed to apply for the program, which accepts 50 students per academic calendar year operating after school. Alongside their day-to-day curriculum which carries advanced education in business management, engineering and science, students will utilize the program to heighten their understanding of the arts, teamwork and production tooling.”
The program started in Detroit and is now expanding. under Armour should take note. They are looking at increasing their marketing budget to compete with adidas and Nike… meanwhile adidas is using their budget to get closer to their market and provide a great service to schools. That’s how you win.
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