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Adidas

Adidas is the world's second largest sportswear manufacturer (after Nike). Known for designing, marketing and selling apparel for people who love sports. It has a wide range of products, including clothing, shoes, sports equipment, and more. Also, their products are suitable for all ages. The popularity of Adidas often makes it the first choice for people to buy sportswear.

Why choose Adidas?

I chose Adidas because Adidas is a big brand and I can find a lot about it. And Adidas is a pro-LGBT brand, I'm also very LGBT-focused, so I wanted to research if Adidas is really LGBT-friendly, or maybe it's just about making money.

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What is Brand Activism

Brand Activism is when a business takes a stand on a social, environmental, economic, or political issue. Companies may actively support a cause because it aligns with their core values/ vision of the brand, for good publicity, to boost their bottom line, or for various other reasons.

Businesses can help their causes by making public statements, campaigning, donating to specific groups and organizations, volunteering, or making statements through advertising and promotions.

But it's no longer enough to make a statement; buyers want to see progress in corporate action in support of the issue. Otherwise, the message may appear false. Therefore, this can lead to businesses being seen as opportunists who want to profit from the situation.

Bibliography:

Just Digital Team  - ‘Brand Activism: What is it? How Can it Help Your Business?’ (Online, accessed 025/08/22) Available at: https://justdigitalinc.com/brand-activism/

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Strengths:

Customer preference:
The main customers are the Gen Z 16-24  with strong spending power.

Marketing strategy:
Adidas’ marketing strategy is a combination of promotions, advertising and digital marketing.

e-commerce:
Adidas has mature e-commerce, with thousands of online stores.

Brand Activism:
Adidas actively supports LGBT and appeals to ethical consumers.

Weaknesses:

supply chain shortage：
Adidas' over-reliance on foreign suppliers leads to supply chain shortages

Forced labor:

Adidas has been linked to forced labor at multiple factories in China.

Allegations of racial discrimination:
Black Adidas employee claims unfair treatment at company.

Opportunities:

Sustainable materials:
Sustainability has received much attention and can help reduce environmental pollution. So Adidas should vigorously develop sustainable.

online marketing：
As consumers spend more time using social media, Adidas should pay more attention to online marketing to better communicate with consumers.

Genderless products:
There is a lack of unisex clothing in the market, and Adidas can quickly open up the market by supporting the LGBT image.

Threats:

Competitors:
There is a lot of competition in the market, and Adidas needs to face many competitors.

Global Epidemic：
Affected by the epidemic, people's consumption frequency has decreased. Adidas' global sales fell.

Knock-off products:
Adidas has a lot of counterfeit products, and counterfeit products are not of the same quality as the original, which can lead to loss of customers.

S.K. Gupta (2022) - ‘Adidas SWOT Analysis’ [Online, accessed 26/07/22] Available at: https://bstrategyhub.com/adidas-swot-analysis/

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Advertising address：

https://youtu.be/ftlwqHXxKUw

Adidas has released an ad celebrating bio-males competing in women's sports, starring Brazilian bio-male Tifanny Abreu. The ad is for a women's volleyball game, and Abreu scores on the women's volleyball team.

Although the purpose of this Adidas ad is to encourage transgender people. But it was boycotted by some who thought it was an anti-female ad. To think that trans women competing in women's sports is unfair to women is breaking the rules of the game. Because men are naturally stronger than women, they will be more likely to win the women's game.

DUGGAN（2022）-‘

Adidas Ad Celebrates Males In Women’s Sports‘ (Online, accessed 024/08/22) Available at:https://dailycaller.com/2022/03/15/adidas-male-transgender-womens-sports-im-possible/

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First of all, when I read the article, I will encounter professional words that I do not understand. I'll check the dictionary to find out what the word means.

Second, When I am writing a report, I cannot describe my research well in English. I will learn more grammar, such as past tense, future continuous tense.

Third, my speak  is not fluent, I will practice speaking more. Through conversations with teachers and classmates, my pronunciation has also improved.

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First , I learned to write reports, group presentations, swot analysis, and citations, which will be helpful for my future study management.

Second, I learned about marketing, like sustainability, activism.

Third, I learned reflective thinking, which can help me reduce mistakes in my studies and have more new ideas.

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(Photo: Adidas support of the LGBT movement. Source: https://marketingtherainbow.info/case%20studies/fashion/adidas)

Valentine's Day 2016
on Valentine's Day 2016, Adidas posted a photo of two female legs on Instagram with the caption “The love you take is equal to the love you make.” (Bouman, 2021). This photo, which has 317,000 likes, shows Adidas' LGBTQ support.

pride series
Adidas innovates the Pride collection every year, all designed in rainbow colors.

Europride 2016
Adidas is the main sponsor of Amsterdam Pride and they also take part in the traditional canal parade with floats.

2018: Pride campaign
Adidas has recruited celebrities such as David Beckham, Kate Moss, Rita Ora and Naomi Campbell to design the shoes and conduct the Albert Kennedy Trust auction. This charity works to help and protect homeless LGBT+ youth. These shoe design additions include feathers, colorful socks, buckles, glitter, Birkenstock sandals, and even skate wheels.

Bibliography:

Bouman, V. (2021) - ‘Case Study: adidas’ [Online, accessed 25/07/22] Available at: https://marketingtherainbow.info/case%20studies/fashion/adidas

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PRIDE 2020: IN THE FACE OF ADVERSITY, LOVE UNITES

For over fifty years, the celebration of Pride for lesbian, gay, bisexual, and transgender communities has been a demonstration of love and solidarity against homophobia and oppression. This year, the radical history of Pride is as timely as ever as Pride coincides with a global pandemic and an ongoing movement for social justice. For Black, Indigenous and People of Color in the LGBTQ+ community, the fight for their rights has always been intertwined with the fight against institutional racism. For allies of all kinds, this is an opportunity to stand in solidarity with victims of discrimination, to hear and share their voices, and join the movement for justice. Members of the adidas LGBTQ+ community have gathered virtually in honor of Pride to share their stories of how love unites.

Bibliography:

ADIDAS（ 2020）-‘

PRIDE 2020: IN THE FACE OF ADVERSITY, LOVE UNITES‘

[Online, accessed 10/08/22] Available at ：https://www.adidas.com/us/blog/501424-pride-2020-in-the-face-of-adversity-love-unites

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Nike: “For Once, Just Don’t Do It”（2020）

After the murder of George Floyd in 2020, Nike was among the first large brands to offer a response to what was going on in the United States.

Although this definitely was not the first time Nike took a stand for the Black Lives Matter movement, as they also did so in 2018 with NFL player Colin Kaepernick, the company was urgently requesting everyone join together in a very important fight against racism.

Nike took a creative spin on their slogan by turning it into a conveying message for everyone.

The company changed its slogan to “For Once, Just Don’t Do It” and asked that people not pretend the issue of racism doesn’t exist and to ultimately fight for justice.

Consumers found Nike’s ad incredibly empowering. In fact, they felt it was 98% more powerful and inspiring than other similar ads.(Rock Content Writer,2021)
Nike video at： https://youtu.be/drcO2V2m7lw

Oreo: ProudParent（2021）

Oreo's #ProudParent campaign in 2021 has brought some attention to the brand and the LGBTQ+ cause itself. The campaign offers incredible storytelling and emotional connection.

Oreo chose to tell a story that the audience can really relate to the many different family struggles and life situations we are all too familiar with. Stories have beginnings, conflicts and endings.

The main purpose of this video is to encourage and educate parents to support their LGBTQ+ children. When parental support like this is made public, others are inspired to do the same. Ultimately, the world becomes more compassionate and inclusive.
Oreo video at：
https://youtu.be/EpfLklSG2dQ

Oreo has 10,000 packs of rainbow-colored Pride cookies to share with those who take steps to support the #ProudParent campaign. These Oreo bags are not available for purchase anywhere, but if you show your support for LGBTQ+, you have a chance to get your own.(Rock Content Writer,2021)

Equinox: Make Yourself a Gift to the World (2020)

Equinox 'Make yourself a gift to the world' campaign is Promoting self-love as the most selfless act of all.

Branded hashtags. Equinox uses three branded hashtags: #MakeYourselfAGift, #Equinox, and #ItsNotFitnessItsLife. This triples their chances of going viral, while also making it easier for their audience to find related content.

Prime storytelling. Equinox’s campaign tells a story, but the commercial takes it to a new level by creating an intense and anticipatory atmosphere. Equinox is a fitness brand, so it makes sense for them to promote self-love. The commercial inspires the viewers to take up exercise as a form of self-care .(Maria Stern,2021)

Equinox video at：
https://youtu.be/un9f8OyydVs

Bibliography:

Rock Content Writer（2021)-‘Brand Activism: How Taking a Stand Can Help Build Your Brand‘（Online, accessed 18/7/22) Available at: https://rockcontent.com/blog/brand-activism/

Maria Stern(2021)-'5 Brand Activism Campaigns to Inspire Your Marketing Strategy' (Online, accessed 18/7/22) Available at: https://medium.com/swlh/5-brand-activism-campaigns-to-inspire-your-marketing-strategy-65bbadd6a803

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First, excessive production of branded clothing and excessive consumption by consumers. According to McKinsey (2016), “people bought 60% more clothes in 2014 than they did in 2000, but only kept half the clothes”. Furthermore, “85% of textiles end up in landfills every year” (UNECE, 2018).

Secondly, “fashion production accounts for 10% of human carbon emissions and 20% of industrial wastewater pollution” (Cho, 2021). Also, it wastes a lot of water and throws plastic into the sea.

Next ,Many apparel brands lack diversity and inclusivity when it comes to sustainable products, “sizing is a big issue, and most sustainable brands are XL only” (Eco-Stylist, 2020).

Finally,  brands are also moving in a sustainable direction. For example, “Adidas uses 50% recycled plastic waste and 100% sustainable cotton to make products” (Team 4tify, 2020).

Bibliography:

UNECE (2018) - ‘Fashion and the SDGs: what role for the UN?’ (Online, accessed 04/07/22) Available at: https://unece.org/fileadmin/DAM/RCM_Website/RFSD_2018_Side_event_sustainable_fashion.pdf

Cho, R. (2021) - ‘Why Fashion Needs to Be More Sustainable‘ (Online, accessed 04/07/22) Available at: https://news.climate.columbia.edu/2021/06/10/why-fashion-needs-to-be-more-sustainable/

Eco-Stylist (2020) - ‘The Problem(s) with Sustainable Fashion‘ (Online, accessed 04/07/22) Available at: https://imperfectidealist.com/problem-with-sustainable-fashion/

Team 4tify (2020) - ‘A Brief History in Sustainable Fashion Milestones‘ (Online, accessed 04/07/22) Available at: https://www.4tify.co/blog/a-brief-history-in-sustainable-fashion-milestones

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Colorful Standard, which “created a clothing line in over 40 colors” (McCourt, 2022). is an excellent sustainable brand specializing in fair labor and sustainable manufacturing.

First of all, Colorful Standard has its own factory in Portugal, pays its employees a living wage on time, and also provides car-sharing services for employees who cannot use public transportation.

Second,  it  uses recycled materials. In addition, "Colorful Standard uses 100% sustainable materials in the production of garments and is OEKO-TEX certified without the use of harmful chemicals and dyes" (Eco-Stylist, 2022).

Ultimately, brands ship directly to customers instead of building multiple warehouses, which also reduces their carbon footprint.

Bibliography:

Eco-Stylist (2022) - ‘Colorful Standard’ (Online, accessed 04/07/22) Available at: https://www.eco-stylist.com/ethical-brand/colorful-standard/

McCourt, C. Eco-Stylist (2022) - ‘How Sustainable is H&M?’ (Online, accessed 04/07/22) Available at: https://www.eco-stylist.com/how-sustainable-is-hm/

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In today's class we learned how to make paper planes. After I made my first paper airplane and tried to fly it, I found that it didn't fly fast enough and crashed after a short distance. So when my teacher asked me to make a new plane, I wanted to make it fly faster and farther. To do that, I changed the shape of the plane. I made the plane shorter. I also made the nose of the plane sharper. But when the results came out, my modifications failed, and my plane flew shorter distances. So I think I need to reflect on what went wrong and find a new way.

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In 2022, the total number of H&M stores under all brands is 4721. HM has 708 suppliers, 1,603 factories and 1.56 million supplier employees worldwide. For the period from December 1, 2019 to February 29, 2020, H&M's net sales rose 8% year-on-year to 54.948 billion Kronor.
H&M does not have its own garment factory, but outsources its manufacturing entirely to 900 factories. These factories are scattered all over the place. Of the 21 countries with the lowest wages. Due to proper cost control, the company's gross profit can still be maintained at about 53% despite the low price of its products. H&M compresses the time from design to store in as little as three weeks.
Since 2014, H&M has burned 60 tons of clothes, mostly new ones with tags, at a cost of $250 million. At the same time, he burned a large number of clothes while carrying out "old clothes recycling" in the shop to advocate environmental protection. This behavior has caused dissatisfaction among consumers and affected the brand image.

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I know the brand off-White because it works with Nike, LV, Rimowa and other famous brands. Off-white is a streetwear brand founded in 2013 by designer Virgil Abloh, whose products include clothing, shoes and bags. I think off-White is an internationally famous brand. Its logo, inspired by the warning stripes on the road, is loud and conspicuous. Its main advantages are the perfect combination of street design and fashion concept, and ultra-high recognition and fashion sense. I think off-White expresses an understanding of the streetwear culture, and I think it represents the mentality of a new generation of young consumers. It has become a barometer of current trends. It can also show my personality and show my style.

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Sustainability Questionnaire for the Footwear Industry

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Sustainability Questionnaire for the Footwear Industry

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Q1. Do you think sustainability is important to you?

Q2. What do you think is the most important sustainable behavior of a footwear brand?

Q3. Are you more inclined to buy sustainable shoes when shopping for shoes?

Q4. Where do you think Adidas' sustainable footwear needs to be improved?

Q5. Does Adidas' sustainability behavior affect your brand image?

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My name is peng yutong. My English name is Cynthia. I come from China. In my university, I majored in environmental design. I will major in fashion Management at UCA. My hobbies are shopping and making up. In my opinion, the most challenging part of studying in the UK is the strange environment and strange people. At the beginning, I thought it would be lonely. We need some time to adapt to the new environment and meet new friends. In the future, I want to work in the fashion industry, maybe become a fashion buyer.