Adidas Advertising Analysis

The company Adidas, founded in 1949, is a sports clothing company that has grown immensely by using celebrities to sell their products. Advertising through the use of ads and commercials is how companies, like Adidas, show off their products and persuade consumers to buy their products. Advertisements show up on social media sites to help expand their audience to younger buyers as well as older ones. Some advertisements of Adidas on Facebook have sparked negative thoughts about the company through the comments that the users post. This commercial shows the battles and success of NBA all-star James Harden while incorporating the slogan for Adidas, “Creators Never Follow”. I will be analyzing these negative comments to potentially get some

Created in Europe, the majority of the products that Adidas assembles are soccer related since soccer is the most popular sport in Europe. It was in the early 2000s that the company decided to move to the USA to compete with Nike and began to sign the top athletes in the world to endorsement deals. They signed NBA All-Stars Damian Lillard and James Harden as well as arguably the top soccer player in the world, Lionel Messi, to $200 million deals each. The company has two different slogans that incorporate a high level of work ethic into their products. The slogans are “Impossible is Nothing” and “Creators Never Follow”. In a commercial showcasing Harden, it shows how Harden has to ignore his haters and work hard in order to achieve his goals. He uses known quotes that can be branched off of the Adidas slogan, “Creators Never Follow” such as, “Be who you are,” and “Those who mind, don’t matter. And those who matter, they don’t mind at all.” This commercial depicts ethos because Harden started off as a sixth man, meaning he didn’t start, and had to work his way up the rankings to become a starter and eventually, he became an all-star starter. His credibility allows him to say that he created his own path by working hard rather than following in the footsteps of someone else. In fact, at the end of the commercial, he turns and looks straight into the camera and asks, “You still

One user stated that, “I have had the worst customer service experience ever that I have ever had with a company,” and goes on to explain her story about the customer service flaw she had. Another comment about the company rants about dealing with fraudulent purchases and ending with the line, “Be very careful as you will be screwed by them!!!” Both of these comments use a lot of pathos by using their personal experiences. More than one comment explaining the flaws of the Adidas Company might drive people away due to consumers wanting to get the best and get it as easily as possible. One comment addresses the company directly in a letter type comment stating, “Dear Adidas, When are you going to make new Ultimate Frisbee cleats?” This user obviously likes the Adidas Ultimate Frisbee cleats because he is asking when the new ones are going to be made or come out. The positive comments said on this ad could help enhance the company by using them in commercials and allowing other users to see the comments and realize that the company of Adidas isn’t all bad like most people are making it out to be. Overall, the comments of certain users, or even internet trollers, shouldn’t determine what the average consumer should think about the