PUTTING A CREATIVE SPIN ON STREET STYLE

At a time when companies are investing heavily in Digital, Adidas is leveraging the power of offline concepts to generate a powerful consumer connect. Sharad Singla, Director – Brand Marketing, Adidas India, explains the brand’s recent collaboration with actor Ranveer Singh, pointing out that his experimental sense of fashion makes him a perfect fit for Adidas Originals

22 Apr, 2019 by CHRISTINA MONIZ

Q] You’ve recently collaborated with actor Ranveer Singh for Adidas Originals. What was the insight behind that?
Over the last few years, street culture has been gaining prominence in India as more and more people, especially the youth, have started relating and identifying with street wear culture. Ranveer Singh is a true ‘original’, known for expressing his creativity and celebrating his individuality like no other. Apart from being an actor and an entertainer, he is a creator known for his individualistic and experimental sense of fashion. He embodies the street-style spirit and is a perfect fit as the Indian brand ambassador for Adidas Originals.

Q] Tell us a bit about the Adidas Originals brand. What are you doing to promote the brand in the country?
Adidas Originals is a pioneer streetwear brand inspired by sport. It has been at the forefront of defining the sports culture in India. As far as promoting the brand goes, we strive to remain innovative and authentic in our communication, thereby constantly changing the status quo. We build avenues for creators to unite, explore new territories, have a point of view and be able to share and live the ethos of what the creators want and in the process help grow the culture. This allows our brand to connect and be relatable to the target consumers.

Q] Who would you say is the target audience for the Originals brand?
As a brand, we have always represented voices of the street and cater to the youth who relentlessly pursue their creative vision. The Adidas Originals brand is created for and with the creators, thereby inspiring them to explore their inherent creativity.

Q] Are you then adopting a different approach for marketing Adidas and the Adidas Originals product lines?
Creativity is what fuels both Adidas and Adidas Originals. Whether it’s on the field, or on the street, creativity is the inspiration. The innovation stems in product lines for both brands. While one enhances the performance of an athlete, the other invites people to express themselves.

Q] Which brands do you see as your biggest competition in the Indian market?
While there are many brands operating in the lifestyle and street wear segment, ours has a unique space in being sports-inspired lifestyle wear, accentuating the sports culture in India.

Q] Adidas has largely adopted an experiential and digital approach when it comes to advertising and communication…
When a consumer is in love with the brand, they want to play an active role in growing the culture together with the brand. Experiential marketing allows the consumer to interact with the brand at a personal level. The millennial generation is more exposed to consuming content via new age media vehicles, especially digital conversations and social media platforms. They are also more aware of the changing cultures. They exchange, spread and discuss ideas in a fast-moving social environment. They need opportunities to express their creativity and it is here that brands like us enable experiential activations that lead to a seamless link between online conversations and offline experiences.

Q] Will we see campaigns from Adidas on other platforms like OOH and TV as well?
As a brand we have explored all mediums. We have been present on TV, as well as explored OOH as forms of communication in the past. We will continue to create stories and build consumer connect through whatever means and forms necessary. Our latest campaign for our new product launch Nite Jogger will see an innovative use of OOH that will appeal to the audiences at large.

Q] Your campaign with Real Kashmir FC won big at the recently concluded Goafest. What kind of consumer response have you seen towards the campaign?
We at Adidas strongly hold on to our core belief that ‘through sport we have the power to change lives’, and that was the insight of this campaign as well. The Real Kashmir FC journey is an epitome of how sport has the power to change lives. Our aim was to bring out their story and in the process redefine the ‘real’ Kashmir in the eyes of the nation. The consumer response has been overwhelming and we have seen a notable change in social media conversations with positive sentiments on the subject of Kashmir. The big change came from the valley as it inspired the youth to take to football.

Q] What is your approach towards the smaller Tier II and rural markets?
As a brand, we do not compartmentalize, nor do we differentiate between our consumers. Digital communication has brought the world closer. It has led to a paradigm shift in the market and has helped bring together consumers and creators to explore their creativity and engage with the brand directly. Digital provides an unbiased opportunity to expose the brand’s communication to every consumer equally.

Q] Going forward, what are some of the key, emerging trends that will drive growth for both, the brand and the category?
There is a growing awareness towards product stories and innovation in footwear. Consumers want to expand their wardrobes and wear sneakers that are iconic. Love for Yeezy is growing exponentially. Consumers want to have a pair of Yeezy sneakers in their collection today. One of our biggest launches for the year, the Nite Jogger, harnesses reflective technology to illuminate the wearer after dark. This is poised to become a beacon of street style. And then the 4D innovation introduced by Adidas is a game-changer in sportswear and in the sneaker market.

Q] What is the kind of approach the brand adopts towards the India market as compared with other markets? Do you adopt a different, more customised approach?
As a global brand, it is our aim to provide a seamless brand experience whenever our consumer travels to any part of the world. This comes with adopting the right approach and driving a consistent brand message. The only customization lies in bringing the city vibe in our Adidas Originals stores which captures the vibe of the neighbourhood.

Feedback: christina.moniz@exchange4media.com Category: CMO File Volume No: 15 Issue No: 46

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