Siempre me han dicho que estoy loco, pero solo soy diferente!
German sporting-goods company adidas-Salomon AG returned from near death in the mid-1990s with a new focus and global strategy. No longer content to allow competitors, especially the seemingly invincible Nike, to dominate the sporting-goods category, adidas launched a full-scale offensive designed to increase awareness of the brand, enhance its image, and elevate sales. The company moved production facilities to Asia to cut manufacturing costs, formed high-visibility alliances with sports organizations and athletes (including a sponsorship of the New York Yankees baseball team beginning in 1997), purchased the French company Salomon SA (a manufacturer of golf, ski, and bike equipment) in 1997, and pumped additional funds into its modest marketing budget. Hoping to increase the sales of its running accessories in the United States, adidas America, Inc., the U.S. headquarters for adidas, released a provocative campaign titled ‘‘Runners. Yeah, We’re Different.’’
The San Francisco office of advertising agency Leagas Delaney released…
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