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Despite its challenger position, adidas is still the number one sports brand for millions around the world. The brand’s “adidas is all in” campaign, featuring football/soccer stars Lionel Messi and David Beckham, NBA star Derrick Rose, and pop icon Katy Perry, has effectively united its Sport Performance, Sport Style, and Originals subbrands. This broadened the presence of the iconic three stripes, particularly online. The main clip has had more than 2.5 million views, indicating a worthwhile increase in marketing spend. adidas continues to focus on digital strategies to promote its style in sports position, with some success. The virtual miCoach is a great way to engage with customers, and adidas Originals alone has more than 14 million Facebook fans. The real test of these strategies is how the brand is performing. In the first half of 2012, it performed incredibly well — sales were up 18.5%. adidas is also expected to see record sales in the football/soccer category, surpassing even those from the year of the 2010 World Cup. The brand’s biggest challenge is to keep expanding its relevance, which should see a boost from heavy media coverage of high-profile adidas-sponsored events such as the London Olympic Games (adidas supplied sportswear and produced many souvenirs) and the FIFA World Cup in 2014 in Brazil.
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