Wednesday, August 31, 2011

Combining Sports, Music and Fashion Raises Buzz for Sneaker Companies

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at

Buzz scores—which measure recent consumer perception—have been rising among 18-49 year-olds since early August for sneaker giants Adidas and Nike, corresponding to the companies’ recent advertising endeavors that combine together sports, music and fashion.

On August 4, Adidas unleashed an integrated campaign for its iconic Originals line, led by a national television spot called “All Originals”. As clips of skateboarders, musicians, fashionistas and, notably, Snoop Dogg flash by on screen, the narrator, over a muted hip-hop beat, calls out, in what is nearly a rap, to “every individual, all originals” who proudly wear Adidas. The ad is, as Adweek comments, ironically unoriginal for a campaign touting “originality”, but still is “surprisingly natural, and totally in character…capturing Adidas’ attitude and delivering a razor sharp, if clichĂ©d, message.”

Hitting many of the same notes as Adidas’ “All Originals” spot, albeit in a very different way, the centerpiece of Nike’s latest PR salvo was an event: the Nike US Open of Surfing. Nike was the title sponsor for the yearly event that ran from July 30 to August 7 and which featured not just surfing, but skateboarding, BMX competitions and music concerts. All of it was free, open to the public and streamed online. In addition to the surfing extravaganza, Nike has begun to release a new round of “Make Yourself” print ads for its women’s sportswear line that feature many of the same stars who were seen at the US Open of Surfing.

These two projects have helped to significantly raise the Buzz scores for both companies. On August 3—a day before the Adidas ad was released and 4 days into the US Open of Surfing—Buzz scores for Adidas stood at 6.2 and 7.7 for Nike. They soon began to rise, peaking on August 18 at 39.4 for Nike and 28.7 for Adidas.

Over the same period, Reebok also saw its Buzz score rise, from 9.5 to 19.3. The company has been pursuing its own attempt at integrating music and shoes, the “Reethymn of Lite” campaign. Beginning in July with a “collaboration” between the company and the music producer Swizz Beatz on a line of shoes and a song, the campaign has continued into August with a Swizz Beatz concert in Las Vegas on August 22 which Reebok streamed live and gave away tickets to in a contest.

Adidas, Nike and Reebok were measured using the YouGov BrandIndex’s Buzz score, which asks respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”


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