Adidas to embrace local marketing

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Adidas has reinvented its marketing organisation to let sellers of running shoes and its Originals casual brand run their own campaigns. In the past, all Adidas NZ advertising leaned heavily on offshore creative and production.

London-based marketing website Warc carried the story overnight. “We need to be more impactful in the marketplace,” Adidas ceo Herbert Hainer said on a conference call announcing the group’s annual results.

More detail came in the annual report: “This massive shift in tactics will make us significantly more agile, enabling us to drive our brand initiatives in the marketplace more professionally and to bring our concepts to the consumer in a more effective way,” he wrote.

An omnichannel approach is being developed, with click-and-collect trials generating “encouraging” feedback, while digital marketing “now acts as a backbone for all brand marketing activities.”

Meanwhile, the Ukraine conflict has seen Adidas join other global brands in pulling back from Russia.

Read the full Warc story here.

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