Adidas Shifts Marketing Spend To Digital
Adidas will be shifting the majority of its marketing budget into digital marketing and media, including a focus on real-time content and online video.
The sportswear giant is planning on directing its €2bn (£1.6bn) marketing into the digital space with the aim of quickly recovering its lost market share to Nike.
The digital spend will particularly go towards developing Adidas’ Digital Newsrooms after claiming the tactic made it the most talked about brand during the World Cup.
Alongside an increased focus on digital marketing, Adidas plans on dedicating significant funds into visual merchandising and creating a more coherent experience between its online and physical channels to amplify its marketing efforts.
The move to a digital focus will also see Adidas launch its most ambitious campaign to date in 2015.
Adidas have admitted that the lack of marketing support left its brands exposed and resulted in the lost market shares to Nike.
By Claire West