Outdoor ASIA - July 2018

64 August 2018

BRAND SPEAK

Adidas

crafts magic on the streets

The brand is known for its jaw-dropping innovations in the OOH space. Recent

innovations linked with FIFA World Cup are a testament to the brand’s preference

for out-of-the-box ideas. Amrith Gopinath, Brand Marketing Director of Adidas

talks about the brand’s disruption ideology and creative inspiration in an exclusive

conversation with Bhawana Anand.

G

lobal sports brand Adidas has its own inimitable

way of delivering an indelible impression in the

minds of consumers. Every time the brand launches

an OOH campaign, there is something very special that

consumers get to experience – be its recent Predator 3D

face or the FIFA interactive unipole dropping footballs.

Amrith Gopinath, Brand Marketing Director, Adidas

points out that the brand has a rather limited budget for

ad spends but that does not stop them from going big

on OOH. “With every medium that we use, the first thing

we discuss is how are we disrupting the consumer. Our

belief is that when Adidas communicates a message,

consumers should come up with a reaction that it is

innovative. Therefore, we push the envelope, create

something that’s cutting-edge and attract consumers,

although the OOH is a kind of old world medium.”

Today FIFA and Adidas are synonyms as they are in

a 38-year long partnership. Adidas was the main kit

supplier at the 2018 World Cup. The German brand has

also long been an official partner of FIFA, and thus the

World Cup. So, they supply the tournament’s gear, like

the ball, and their logo is visible on the tournament’s

official marketing collaterals. And to promote the

association, the brand goes for 360 degree visibility

using all means of communications. For instance, this