Module Code: PE5007

—

Marketing Strategy and

Communication

Assignment Title : Marketing Strategy Proposal

Name: MUHAMMAD RAFIQIN DARWISY OTHAMAN

Student ID: 25043173

Submission Date: 9 December 2025

Student Email:

muhammad.othaman@northumbria.ac.uk

Lecture: Dr RIAD SHAMS

Word Count: 2959

Table of Contents

1.0 Background ................................................................................................... 4

1.1 Brand .................................................................................................................... 4

1.2 Product ................................................................................................................. 4

1.3 Global Sustainability Issue .................................................................................... 4

2.0 Marketing Environment .................................................................................. 5

2.1 Segmentation ........................................................................................................ 5

2.2 Targeting ............................................................................................................... 6

2.3 Positioning ............................................................................................................ 6

2.4 Proﬁling ................................................................................................................ 7

3.0 Marketing Strategy ......................................................................................... 8

3.1 Product ................................................................................................................. 8

3.2 Price ..................................................................................................................... 8

3.3 Place .................................................................................................................... 9

3.4 Promotion ............................................................................................................. 9

4.0 Marketing communications .......................................................................... 10

4.1 Key marketing message ....................................................................................... 10

5.0 Marketing Objectives ................................................................................... 10

5.1 Promotion Strategy .............................................................................................. 10

5.2 Advertising .......................................................................................................... 11

5.3 Personal Selling .................................................................................................. 11

5.4 Sale Promotion .................................................................................................... 12

5.5 Public Relations .................................................................................................. 12

6.0 APPENDIX ................................................................................................... 13

6.1 SWOT .................................................................................................................. 13

6.2 PESTILE ............................................................................................................... 14

7.0 References .................................................................................................. 16

1.0 Background

1.1 Brand

Adidas is a Germany-business company that founded in 1949, in Herzogenaurach by

Adolf Dassler (Adidas, 2022). It main business design and selling shoes, clothing, and

accessories within the sports industry (Adidas, 2024). Over the past few years, Adidas

has made sustainability a key part of its strategy and PR by working with “

Parley

for the

Oceans”, partnership that started in 2015 turn collected plastic waste (from ocean/

recycle) into sportswear (Adidas, 2023). These approach show that company showed

concern and helping to protect the ocean and environment while maintaining focus on

sport business model.

1.2 Product

This report analyst Adidas’s range of product, base on 2024 ESG annual report, increasing

polyester and recycled material used in they product as goal of ending plastic waste

(Adidas, ESG, 2024), also outline how the brand can adapt marketing and communication

strategy to stay competitive increasingly sustainability-focused global market. Beside

that, this report will discuss the company’s performance footwear , the issue of polyester

use and plastic waste.

1.3 Global Sustainability Issue

The major global issue, is increase of plastic pollution and continued using of fossil-

based material in manufacturing. So far Global recycling level remain compromise, much

of the world plastic waste continue to enter landﬁll and marine environment, causing

long-term ecological damage (UNEP, 2023).

The Clothing Industry one of major contribution so far many of outﬁt are made from

polyester, petroleum-based ﬁbre that accounted around 54 % of global ﬁbre production

in 2022 (Han, McQueen & Batcheller, 2024).

Polyester also produce large amount of energy and crude oil, releasing greenhouse gas

and growing fossil-fuel dependency (Gonzalez, Lou & Chi, 2023). As global demand for

a_ordable clothing increase, it put further pressure usage on material. Adidas address

this issue through their “

End Plastic” Waste

campaign, which promoted recycled

polyester and eco-friendly product design (Adidas, 2024).

2.0 Marketing Environment

The best approach for analysis market base on STP framework, which stand for

Segmentation, Targeting and Positioning. This process help people to identify and

evaluate potential consumer group, focusing their e_ort on both for accessible and

appealing (Kotler & Armstrong, 2018, p. 213).

When analysing marketing environment, four key component of segmentation are

geographic, demographic, psychographic and behavioural.

Once these segment are understand, company can evaluate their attractiveness and

prioritise to those to o_er the best opportunity for customer value and sustainable

growth, choosing to operate in one or more of them (Kotler & Armstrong, 2018, p. 214).

The ﬁnal stage of the process is positioning, establishing a favourable image of the brand

within target market to strengthen consumer perception and encourage both purchase

and repurchase (Yinghan Sun, 2022).

2.1 Segmentation

According to the Adidas Annual Report (2023), company has operate across ﬁve key

geographic region: EMEA, North America & South America, Asia-Paciﬁc, Greater China.

This regional approach allow company to adapt to its product and marketing strategy to

local need and preference Demographic.

Addias attract wide range of consumer, their key segment include younger generation

such as Gen Z and Millennial, who are stylishness and inﬂuenced by today trend, similar

on older generation who are over 40 who are becoming more health-focused and active

(McKinsey & Company & WFSGI, 2024 )

Psychographically, Adidas is associated with durability, and quality, making it a trusted

brand that represent both performance and authenticity (Kantar, 2022). Addias also

focusing consumer who’s live in active, and health-oriented lifestyle, together with

modern-look design (Yinghan Sun, 2022)

Many of these of consumer taking part in accessible and social sport such as running,

cycling or yoga, reﬂecting a growing move from competitive sport to everyday

participation.

Behaviourallly, Adidas appeal to eco-aware and digitally connected buyer who expected

brand to act responsibly, o_ering product that align with value sustainability and

transparency (McKinsey & Company & WFSGI, 2024).

2.2 Targeting

Targeting involve selecting speciﬁc consumer group that o_er the greatest opportunity

for long-term growth and brand alignment (Kotler & Armstrong, 2018, p. 214). For Adidas,

not all identiﬁed segment hold equal potential, company focuse primarily on consumer

who reﬂect its value, performance, and sustainability.

The main audience are Gen Z and Millennials, who are active, fashion-conscious, and

sustainable brand (Kantar, 2022). These generation is shaping the global sportswear

market through their preference for lifestyle and athleisure clothing, frequent online

engagement, and social media inﬂuence (McKinsey & Company & WFSGI, 2024).

Additionally, Company also appeal to active adult and wellness-focused consumer who

value comfort, quality and more sustainable product choice, segment that to continue

to grow in the sportswear market (McKinsey & Company & WFSGI, 2024).

Connecting with both younger buyer and health-focused adult help the brand stay

competitive as like sustainability become important, especially sportswear market’s

changing fast, like consumer look for comfort and more sustainable product.

2.3 Positioning

Positioning as arranging a product to occupy clear and distinctive place in the mind of

target consumer or audience relative to competitor (Kotler & Armstrong, 2018). Within

the TAM of sportswear industry over US $400 billion, it must di_erentiate themselves

through innovation, design, and purpose (McKinsey & Company & WFSGI, 2024).

Company known as premium brand that blend performance, style, and sustainability,

guided by its purpose statement

“Through sport, we have the power to change lives”

(Adidas, 2023).

Sustainability key part of product development, company continue expanding

programme such as “

Parley Ocean Plastic”

and “

Made to Be Remade”

, which focus

reducing waste and increasing recycled material use. This reﬂects Adidas’ wider

commitment to responsible production and circular design (McKinsey & Company &

WFSGI, 2024).

2.4 Proﬁling

Demographic:

• Gen Z and Millennials and Younger Buyer

• Adult And Wellness-Focused Consumer

• Both Gender From Middle-To Upper-Income

Geographic:

• EMEA

• North & South America

• Asia-Paciﬁc

• Greater China ( Main Land)

Psychographic:

• Consumer Who View Sport As Self-Expression And Value Creativity

• Preference For Brand Promoting

Behavioural:

• Eco-Aware

• Loyal Customer

3.0 Marketing Strategy

3.1 Product

A product can anything that can be o_er to a market to satisfy want or need (Kotler &

Armstrong, 2018, p. 248). Adidas’s product reﬂect throughout broad range of

performance and lifestyle under its two main category:

Performance and Originals

Performance

line focus on high-performance footwear and apparel for professional

athlete and ﬁtness people, while the

Originals

line target lifestyle consumer like us, who

seek style, comfort, and heritage in their everyday wear (Adidas, 2023).

Adidas highlight “

Boost, Lightstrike and Strung”

as key technology product that support

the brand’s wider innovation strategy (Adidas, 2023).

Strung

speciﬁcally described as

data-driven textile innovation that map ﬁbre property thread to create a ﬂexible,

lightweight structure that adapt to athlete movement.

Consumer also view Adidas as a forward-thinking and long-term brand. Initiatives like

eco-friendly strengthen sustainable image and help the company stand out in a market

where demand for eco-friendly product continues to rise (Kantar, 2022; McKinsey &

Company & WFSGI, 2024).

3.2 Price

known the amount of consumer willing to pay in exchange for a product perceived value

and beneﬁt (Kotler & Armstrong, 2018, p. 312). Pricing also inﬂuence how buyer judge a

brand’s quality and statues a relationship widely recognised in marketing research

(Journal of the Academy of Marketing Science, 2023).

In sportswear market, competition on price to tight, because consumer prefer balance

value. Base on report, people generally ready to pay more on brand base on quality,

performance (McKinsey & Company & WFSGI, 2024).

Performance and Originals

are generally priced competitively in the market compared to

other major

brand

Nike and Puma. Some Performance item using BOOST, Lightstrike

or Strung

sit at slightly higher price point because of the extra technology and innovation

involved.

3.3 Place

Company reach consumer directly through their website and mobile app, which available

region and country (Adidas, 2023). These channel o_er more direct connection to

consumer and provide personalised interaction through the “Creators Club” loyalty

programme (Kotler & Armstrong, 2018).

Moreover, with online presence, company run more than 2,500 store, 15,000 franchise

outlet, and work with around 150,000 wholesale partner worldwide. This broad network

widen availability and strengthen convenience for customer (Adidas, 2019).

Meanwhile, e-commerce add extra cost for packaging and delivery. Even so, the wider

reach and stronger loyalty gained from online channel make worth, adding more click-

and-collect option could also cut delivery impact and give consumers a faster, easy

shopping experience.

3.4 Promotion

Promotion pivotal role shaping brand communicate its value and build long-term loyalty.

It cover tool and message used to inform, persuade, and connect with customer (Kotler

& Armstrong, 2018). Adidas uses a mix of advertising, social media activity, sponsorship,

and sustainability-focused campaign to reach customers and strengthen brand

awareness.

Company promotion is built of emotional storytelling and brand purpose. Campaign such

“Impossible is Nothing”

highlight theme of resilience and inclusivity while reinforcing the

brand’s sustainable identity (Zhu, 2021).

Digital media is central to Adidas’s communication. The brand using platform like

“In

stagram, TikTok, and YouTube

”

to foster two-way engagement and encourage user-

generated content, making part of story (Rahman, 2025). On TikTok, inﬂuencer lead

challenge and interactive video try attract younger audience, reﬂecting their authenticity

and cultural relevance (Ouyang, 2024).

4.0 Marketing communications

4.1 Key marketing message

“You Got This.”

Most consumer understand how advertising, short motivational phrase help gain

attention because it link emotional and functional value of the brand in simple and

engaging way. Adidas use this style in its global campaign to reduce pressure in sport and

strengthen positive association with the brand (adidas, 2024 & 2025).

This approach reﬂect the view clear and meaningful cues help consumer connect more

easily with brand message (Czinkota et al., 2021,). The suggested message align with this

idea by keeping the audience engaged and reinforcing company supportive and purpose-

driven identity.

5.0 Marketing Objectives

•

Increase awareness of Adidas sustainable product.

•

Encourage more eco-friendly buying across key line.

•

Build stronger digital & PR engagement on all platform.

•

Grow “adiClub” membership.

5.1 Promotion Strategy

The promotion mix is important part of the marketing strategy, as it bring together the tool

of company use to communicate with target audience. It include advertising, sale

promotion, personal selling and public relation, each contributing to how the brand

deliver their message (Czinkota et al., 2021).

A clear promotion strategy usually aim to inform customer new product, persuading

brand value and remind position in the market. Promotion also support key theme such

as performance, innovation and sustainability, which are central to Adidas’ identity

(Shams et al., 2021). The strategy should focus simple sustainability story and stronger

digital engagement. Short videos, inﬂuencer and small community activitiy help reach all

age group.

5.2 Advertising

Advertising refer to a paid and organised way for a company to communicate idea,

product, or service to its consumer. It play important role in informing and persuading

people to connect with a brand across di_erent market (Czinkota et al., 2021). This blend

help the brand deliver a clear and consistent message while allowing creative partner to

support large campaign demand (Man, 2006).

Working in this way also help company to maintain strong control over their global

identity and align every campaign with its long-term strategic goal, including its focus on

sustainability and responsible production (Li, 2023).

Social media has become central source, how consumer search for information and

evaluate brand. With more than 59.5% of the global population active internet user,

digital channel essential for reaching key audience (Yinghan Sun, 2022).

Social media enable two-way communication between company and consumer,

allowing brand share consistent update and create stronger engagement within their

online community (Huhtala, 2010).

Old scool advertising method remain relevant, TV continue o_ered strong visual impact

and can reach large audience during major sport event, which alignswell with Adidas’

brand position (Czinkota . 2021).

Although TV advertising involve higher cost, strategic programme with high sporting

viewer can maximise exposure. Suitable placement include football tournament or

Olympic broadcast, where audience engaged with athletic performance. These

placement can direct viewer to company website tra_ic, increasing interest sustainable

product range and supporting deeper engagement with the brand (Li, 2023).

5.3 Personal Selling

Adidas use personal selling, when sta_ talk with customer face-to-face or through

supported platform to help them choose the right product. It’s important communication

tool as it provide instant feedback and help shape consumer decision during buying

process (Czinkota et al., 2021).

In store, sta_ give product advice, discuss sizing, and explain sustainability feature, most

active consumer still prefer physical store for sport product and value advice and chance

to try item before purchasing, which reinforce the importance of in-store selling (Deloitte,

2022). Online selling also plays a pivitol role, with customer receiving guidance through

live chat and digital tool as online shopping grow across Europe (Deloitte, 2022).

For retail partners such as ”

Sports”

, the company use account manager to introduce

new collection, train sta_, and maintain consistent brand messaging across store (Man,

2006; McKinsey & Company & WFSGI, 2024). Personal selling also extend to sport team,

where representative manage team order and equipment need, helping company remain

competitive in sport market (Yinghan Sun, 2022).

5.4 Sale Promotion

Sales promotion is part of the “promotional mix” and work alongside advertising and

personal selling to support buyer response through short-term promotional activity

(Czinkota et al., 2021 p. 582). Many company use promotional tool such as voucher,

loyalty reward, limited-time o_er, and point-of-purchase display. This strategy o_er

short-term value and attract new buyer or motivate repeat purchases (Alexandrescu &

Milandru, 2018).

For Adidas, the main sale promotion tool is “

adiClub

”, its membership and reward

programme. Member can earn point through purchase and can redeem as digital

voucher, making it encourage faster buying decision as customer. The system deliver

reward

directly through the adidas app, allowing customer to access personalised o_er,

exclusive deal, and early product access without relying on printed material (Adidas,

n.d.). Lastly, Adidas outlet store often have “

seasonal

sales” with extra discount to draw

in more customer

5.5 Public Relations

Public relations or PR can explain as help organisation to communicate clearly, build

relationship, and maintain a positive image. This more important today because

information spreading fast, quick and shape how people view a brand (Botan & Taylor,

2004 p 645–646).

For Adidas, PR play a crucial supporting its global image. The recent renewed long-term

contract partnership with “

Liverpool FC

” is the best clear example, announcement was

shared through a global press release, player feature, and media, giving the brand strong

visibility and emotional connection with fan. This partnership strengthen company’s in

football society and reinforce trust in the brand through positive publicity (Liverpool FC,

2024).

Ultimately, online approach help brand connect with younger buyer, while PR and

sponsorship build trust across all age group. company should keep message simple,

using short video, inﬂuencer and small community to strengthen engagement.

6.0 APPENDIX

6.1 SWOT

Strengths

•

Adidas is a very well-known and

trusted brand, operating for more

than seven decades.

•

Its product appeal to many age

group and work across different

geographic

market.

•

Its products are comfortable and

seen as worth the money by many

consumers.

Weaknesses

•

Adidas releases many trend-focused

products to attract new customers, but

this can make some people change their

buying behaviour or feel the brand

moves too fast and not same as old day.

•

Some

Adida

products

feel

quite

expensive, and with inﬂation rising, many

consumers think twice before buying

compared to brands like Nike or Puma.

Opportunities

•

Bringing back the Yeezy line could

increase sales because the shoes

are

popular

with

younger

consumers and known for comfort.

•

Adidas can widen its reach by

partnering with more athletes,

esports teams, and streamers,

which helps the brand connect

with all ages audience.

Threats

•

Government policy and global issues,

like sanction Russia–Ukraine conflict or

new environmental rule, can affect

Adidas’s sales and might hurt its

business

model.

•

If Adidas spend too much on innovation

and R&D, investors may worry because

many of them short term focus only rely

sales and revenue due capitalism.

6.2 PESTILE

PESTLE ANALYSIS

Political

Adidas operated in many country with different labour standard, so change

in wage, safety rule and regulation, or worker right can raise production costs

and interrupt supply. Because the company relies heavily on outsourcing, it

must ensure that supplier follow legal and ethical requirements to avoid

penalty and protect their reputation.

Economic

Adidas known in a consumer cyclical sector, so it sale rise and fall within

economic cycle. When the economy weakens and disposable income falls,

demand for sportswear drop quickly, as seen during the COVID-19

downturn. When economic improve, sale recover eventually. Inflation also

put pressure on company because higher production and shipping cost,

usually passed to customer, making product more expensive in many

market.

Social

Growing interest in health and fitness expanded the demand for sportswear

across all age group. People are more aware of benefit of active lifestyle, and

this shift supports steady demand for Adidas product segment. At the same

time, consumer increasingly prefer online shopping because it’s convenient

and offers more choice than physical store. This behaviour has strengthened

company online sale and broder its reach to new customer group.

Technology

Company invests heavily in R&D, which help brand release new design that

improve comfort and performance, such as BOOST, Lightstrike, and Strung

show how the company uses material innovation to make its products

lighter, faster, and more durable (addias). Moreover, a large pool of

consumer data, company can slice and dice this information to understand

preferences and tailor marketing to specific group.

Legal

Adidas relay on patent to protect their design, which help prevent other

company from copying their product. Strong patent control also reduce

spread of counterfeit item, especially in global market where fake

sportswear, common example in Asia, where counterfeit sportswear is

widespread, so strong patent control is important (Yi, 2023).

Environmental More consumer look product that are sustainable and environmentally

friendly, creating stronger demand for brands that use recycled materials

and reduce their environmental impact.

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Adidas Sustainability Report

Prompt to Clone This Adidas Sustainability Report

Apply this example's core structure, strategic pacing, and structural hierarchy directly to your own topic.

What are you generating today?

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