Adidas was founded in 1949 in Germany and sponsors athletes from all across the world. 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...
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... certain users, or even internet trollers, shouldn’t determine what the average consumer should think about the company.
Overall, this ad was not affective because even though it used an athlete that would get people talking, it guided people away from the actual purpose, which was to sell the company for their merchandise. Most of the comments found on this ad on the Adidas Facebook page don’t even have anything to do with the company itself. Although, it did show that their marketing technique of an endorsement deal with James Harden did work because people were talking about him, whether it be ridiculing or praising him. The pathos used in the comments showed how passionate people were towards the subject of this certain Adidas commercial and will allow the company to flourish because it will be talked about when discussing about what athletic gear to purchase.
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