Adidas shifts focus to stars with skydive delivery to German players
Ozil, Muller and others receive new boots via the skies ahead of Euro 2016 kick off
- Brand's global soccer manager say customers are "inspired by the individual player and his swagger"
- Rise of social media allows stars to recommend specific trainers personally
Five German football stars received a special package last week as skydivers descended on their training ground, bringing them a delivery of Adidas AG football boots that the group will wear during their Euro 2016 games.
Mesut Ozil, Thomas Mueller, Mats Hummels, Manuel Neuer and Bastian Schweinsteiger, the stars of a talented German national team, will help their side try to achieve European glory as the quadrennial championship kicks off on Friday.
Attacking midfielders Ozil and Mueller quickly flashed the video to their combined 13 million Twitter followers. Adidas have shown a clear preference to market stars rather than teams in their preparations for the tournament.
Attacking midfielders Ozil and Mueller quickly flashed the video to their combined 13 million Twitter followers
General Manager of Adidas Soccer Markus Baumann said that “When we want to talk to the 17- and 18-year-old kid, they follow a club, but don’t necessarily relate to the brand sponsoring the club. They are inspired by the individual player and his swagger. This is exactly what motivates them to hang out with their friends and play -- and at a certain point buy new shoes.”
In the $5 billion soccer gear market, Adidas are evenly poised with Nike and both sides are keen to jump at any advantage that comes their way.
Adidas is banking on top players’ ability to reach fans directly and shifting a larger part of its $2.7 billion annual marketing budget toward them compared with the big team sponsorships that defined its past.
Social media plays an important role in the rise of the global star as brand ambassador, as young people now follow the every movements of their idols, from what they eat for breakfast to what new gear they are wearing. Fast changing tastes means companies have to spend years building a brand with a club, but they can reach audience easily and quickly with the stars themselves.
The German brand have recently terminated their deals with huge clubs such as Chelsea, Bayer Leverkusen and Wolfsburg. During the summer tournament in France they plan to promote rising Juventus midfielder Paul Pogba as he aims to drive the hosts to victory.