Adidas Vint

Our blog is dedicated to sports and the brand image that the sports equipment companies give to their products on this particular market. As we can observe with the Fredd Perry article but more particularly regarding the Coq sportive article we observe that there is a “vintage/nostalgic” trend within this market. In fact brands like Coq sportif, Sergio Tachini are renewed sports brands. These brands were, during their golden age, technical sports brands that were worn by great sports celebrities (Maradona and Yannick Noah for “Le coq Sportif”). In our days we can see that those brands were relaunched by focusing on the original brand image but also on the history of the brands which gives a vintage, nostalgic image to the customer and threw their strategy.

Stan Smith Wimbeldon 1972

Therefor following this trend we tried to find a solution for Adidas to compete in this market segment. In fact Adidas is a key player in the “vintage” sportswear clothing but the difference with its competitors is that this vintage, streetwear trend is answered by products (the Stan smith shoes or the unavoidable tracksuit) and not by a proper brand like “le coq sportif, “K-way “or “LacosteLive”.

We tried to think about a “subsidiary brand” that we will name “Adidas Vint”. Our brand image is very simple: it consists of proposing a vintage collection to the nostalgic Adidas consumers. In fact these days most of the sports brands are launching vintage range of products.

We would like to revisit the Adidas old collections (track suit, jackets, polos etc..) that gives a vintage aspect to the consumer. Our essence is not innovating but just revisiting old collections and models and focusing on the endorsement Adidas has known with Stan Smith, Haliet etc..

The brand archetype is the fact that “vintage is trendy”. In fact vintage is a under fashion aspect that gives the feeling to the consumer that he is unconventional by buying and wearing our brands products. In fact the customer thinks that instead of following new trends it goes for vintage in order to retrieve memories from their youth or just loved products that aren’t anymore sold in “conventional stores”. Our brand story is a review of Adidas’s background. In fact Adidas is a brand which was created in 1949. From this date until now it has created a multitude of products that are no longer available but some became brand icons as the Adidas “gazelle” or the famous “stan smith”.  in the present. In fact the brand tries to revisit old models and match them to actual fashion and sports trends.

Adidas Gazelle

“Adidas Vint” is a brand looking to the past of the sports brand with its two foot

As we can observe with the relaunch of the “stan smith” shoes the social networks will be the most important communication channel since our target consumers are connected. In fact in our days people tend to think that all the new trends are launched or relied to internet and the social networks.

 Our campaign would be an endorsement campaign by revisiting old products and giving them a product identity linked to a celebrity.

To give an example of partnership will start with izabel goulart wearing the famous Adidas tracksuit jacket revisited by putting her name on the product. We have many possibilities and our main communication would be led by endorsement as each product would be endorsed by a celebrity.