Abstract

On February 4, 2009 Adidas Group launched a ‘Me, Myself’ campaign in Singapore. The campaign marked Adidas’ shift in brand philosophy with an increased focus on women. The campaign featured real women alongside eminent celebrities in a bid to promote Adidas’ range of products for women. The campaign highlighted its focus on women across all communications. The campaign was publicized through the print media, television, the Internet, and outdoor advertising.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• Marketing Campaign
• and Advertising.

Keywords

Adidas, brand philosophy, marketing communication, motivation, public relations, product line, print media, outdoor advertising, social networking