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ADIDAS GETS IN THE GAME.

by Elizabeth Segran

http://proxy4.vaniercollege.qc.ca:2067/login.aspx?direct=true&db=bsh&AN=117770336&site=ehost-live

This article talks about how adidas focuses on empowering women in order to give their company a boost. Adidas also aims towards originality and a combination of lifestyle and athletics. Instead of featuring mostly male athletes in a sports context, adidas tries to reach out to other audiences (for example: dance yoga, cooking, code).
This source is valuable because it talks about the merging of lifestyle and athletics aspects of adidas, something that also happens in the two ads that our team chose.

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adidas Originals Launches Advertising Campaign Celebrating “all Originals”
by adidas

http://proxy4.vaniercollege.qc.ca:2067/login.aspx?direct=true&db=bwh&AN=bizwire.c35954847&site=ehost-live

This article talks about the adidas All Originals campaign. It mentions that this campaign sends a message to young consumers about how Adidas allows them to be original too. The ads of this specific campaign include celebrities of different backgrounds that were able to be unique in their own way (for example, Snoop Dogg was a pioneer of hip-hop music). Some ads were shot in various locations to show diversity and to highlight the work of some originals in theses places. The campaign goes even further by using music, fashion and sports all together to reach out to a larger audience. This article is relevant to the project because it explains why adidas makes certain choices in the creation of their advertisements and what they wish to attain by doing so.

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Sturken, Marita, and Lisa Cartwright. Practices of Looking: An Introduction to Visual Culture, 2009. Print.

From these origins, brands have developed into increasingly complex business and cultural entities, designed and managed by agencies that specialize in visual and audio components, media buying and platform management, and data collection and analysis of consumption patterns and psychological impacts. [...] [Brands] today are far more than images and media texts produces by design teams and displayed in news media, on screens and public space. They are an integral part of culture with effects and meanings that move far beyond what their designers intend, forming a basis for experience. (p.261 - 262)

This passage from the textbook Practices of looking is relevant to the project because it explains the power of brands on our modern society, it mentions that brands now have a much larger impact on our lives and go as far as being part of our culture. In the context of our project, this can help us understand what kind of effect adidas creates on society with its marketing techniques and how.

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My Adidas.
by  Tom Vanderbilt

http://proxy4.vaniercollege.qc.ca:2067/login.aspx?direct=true&db=ehh&AN=2910913&site=ehost-live

This article discusses the company's history and its competition with Nike. It talks  about adidas' old ideology that was focused on sports. Adidas launched many campaigns about intense passion for sports to overpower Nike in the game. The article discusses different ads that were put in place by adidas featuring young people showing interest in sports (shows that adidas aims for a young audience). This article is relevant to the project because it can help us understand adidas' previous strategies and how the company tries to reach out to their potential clients. It gives us a portrait of the company's ideology and the actions that come with it.

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What meaning and/or message(s) are conveyed through the formal components of the ad?

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target audience: young people (teenagers and young adults), diversity

wild party, friends, laughs, alcohol: selling the idea of what is cool, trendy

graffiti, paintings, music: links adidas to creativity, art, freedom of speech, rebellious youth

graffiti, DJing, hip-hop dancing, street wear: representation of hip-hop culture and "rebels", non-conformists

people who jump in the pool, fireworks, motorcycles: fearlessness and boldness, adventure

girl sticking out her tongue, sensual party dancing: sexiness, sensuality, beauty, idea of attractiveness, seduction

choice of music: popularity (song was very popular back then)

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Analyze, in details, the aesthetic elements/building blocks of how the ad was created.

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people doing grafitti

street art

motorcycles on a road at night

skaters skating around the graffiti people

fireworks

diversity at a party

adidas clothing on everyone

wild party

confettis blown at the camera

young people dancing

music

sensual party dancing

girl sticking out her tongue seductively

singing/rapping in a microphone

alcohol drinking in party cups

large pool in which people are jumping in fully clothed

white clean shoes

lit city at night

street wear

dj keeping the party alive

painting on a wall

friends laughing and having a great time

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enormous crowd, celebrities, sport professionals: popularity, success

men playing soccer in the locker room, backstage preparation: fun, excitement, build-up

invitation to follow people, Pharell Williams that give us the mic: Targets the audience directly, invites to join the party, makes us feel wanted, like we can and should relate

loud music, wild crowd, mc, neon lights: party vibe, youth, extreme fun, "night of your life"

freestyle soccer, jumping rope soccer, volleyball soccer, etc: creativity in sport, non-conformality, unique, different

women beating men at soccer: women empowerment, feminism, girl power

asian soccer player, black mc, girl with argentina jersey, etc: targets a young audience and diversity

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huge and packed stadium

mc hyping the crowd

adidas wear on everyone in the stadium (athletes and crowd)

men playing soccer in the locker room

backstage preparation (face paint, clothing being tossed around, athletes warming up)

people inviting us to join and follow them somewhere (we don't know where yet)

celebrities and sport professionals entering the stadium

loud music: party vibe

enormous wild crowd screaming

people playing soccer

girls practicing boxing backstage

someone wearing a rangers jersey

diversity in the crowd and athletes

spotlights on athletes

freestyle soccer

caged soccer arena

neon lights everywhere

women playing soccer against men and beating them

asian soccer player

jerseys of different countries and pride of wearing them

people playing jumping rope soccer

pharell wiliams giving the microphone to the camera

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Interesting and productive first meeting.

Great discussions about many brands.

Brainstorming, online research.

Discussed our interests, what we consume and the place of ads in our life.

Learned about each other through the justifications of the choices we made for our own starter-pack.

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1. What I liked about this session is that we were more comfortable with each other, which allowed more interesting discussions. We also had done our personal work and research which gave the feeling that we knew where we wanted to aim towards with this project.

2. There is not anything I disliked about the session except for the fact that we finished all the discussion and work assigned for this specific class early.

3. I learned about the ads they had taken a look at and what they thought these ads were trying to convey as a message, and to whom.

4. The team dynamics were great, we all express our opinion and listen to each other with respect.

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1. Focus on the message of creativity, standing out of the crowd, non-conformist transmitted by the ads. Adidas signifies being unique. Allowed to express yourself freely. Target audience is the youth.

2. We did not have any disagreement.

3. This session was interesting because we got to discuss the ads and find out more about the message they convey.

4. There is nothing I disliked of the session, but I was unhappy to arrive late to the meeting.

5. Even though everyone is wearing adidas at the party (all the same, no individuality expected), they are all very different and do unique, creative things, which gives them individuality.

6. The team dynamics were good, the exchanges relevant and interesting.

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I chose this ad because of the way it targets the audience and makes it feel unique. The ad is interesting for its visual aesthetics and the message it conveys about athenticity, culture and individuality.

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Adidas China : New advertising  "One in a Billion"

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NAME: Romy Denoncourt
SCHOOL: Vanier College
PROGRAM: CMSA

I chose this discipline because I enjoy and am fascinated by art.

I wish to inspire others with my dance to find movement within themselves. I want to allow others to see meaningful purposes through my art.

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I chose this ad because of the message it sends and the age group it's directed towards (children). The commercial seems to be conceptualized for a younger audience (superhero, silly/childish vibe, funny voiceover) and it mentions that the product is only available at Footlocker Kids.

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1. We both concluded that adidas was excellent at marketing and reaching out to large audiences. One of their strength is definitely their strategies to appeal their audience.

2. We did not have disagreements.

3. I liked that we were now able to start planning our presentation, because we had all the knowledge that we needed to build something solid. The extra information that was needed was minor and we were able to find it in a few minutes.

4. There is nothing that I disliked about this session except for the fact that one of our team members was missing.

5. I learned that, with Nike, adidas is in the top 2 of best athleisure companies. In the last few years, they both have grown a lot.

6. The team dynamics were good, we exchanged and both started planning the presentation with the information that was personally acquired.