adidas::: No Impossible Gold: Setting the Stage for four years of adidas-Olympic Communications

Issue
In January 2005, adidas became an official partner for the Beijing 2008 Olympic Games. In a China gripped by Olympic fever, adidas needed an announcement that would grab attention.

Challenge
Adidas did not want another ubiquitous Olympic announcement.


They wanted to:

• Drive awareness of adidas’ Olympic partnership
• Establish the Olympic credibility of adidas
• Demonstrate the position of adidas as a global sports performance leader dedicated to athletes, product innovation and leadership
• Drive the position of adidas as THE sports brand with an unrivalled Olympic heritage, and ultimately THE Olympic brand
• Enhance and strengthen the relationship between adidas and key 2008 Olympic business partners

Insight
Rigorous, qualitative research amongst consumer and government officials demonstrated the powerful connection between adidas, winning and ultimately Chinese national pride. This key insight was central to developing the campaign strategy and theme.

Creative Idea:
The original brand message of authenticity and inspiration,“Impossible is Nothing”, was re energized as “No Impossible Gold”. Powerful nationalistic symbols of drums, podiums and celebration were employed.

Campaign
To target a diverse audience including the government and consumers, a two phase strategy was devised.
Phase one: The “wow” campaign of inspiration and innovation, with a focus on raising awareness of adidas and its strong Olympic connections both in the past, present and future. The key target audiences were the media and Government officials
Phase Two: The “echo” phase focused on two disparate groups of stakeholders; consumers and key adidas business partners. This phase incorporated a seven city interactive road show where the impressive Olympic podium visual and sentiment of winning gold was leveraged. Also, 500 adidas stakeholders ranging from BOCOG to sports associations and federations, retailers, key global athletes and the media were invited to celebrate and cheer at a Gala Dinner.

Outcome
Quantitatively; the campaign resulted in 20 TV reports between January and March 2005, over 139 articles including 40% with visual images, and 38 online features. Approximately US$2.83M in media value was generated, with an exposure to an audience of over 410 million. In terms of consumer tracking, a recent study by AC Neilson cited awareness of the adidas partnership with the Beijing 2008 Olympic games as at 65% amongst 16-24 year olds in Beijing, Shanghai and Guangzhou.
However, it must be remembered that this high profile announcement campaign created new dialogue with new critical stakeholders. In the long term, the benefits of such powerful relationships cannot be quantified or qualified.