Reinventing the Brand

Take an already existing but somewhat faltering-and-barely-coping-with-its-competitor-in-terms-of-form-and-stature brand, reinvent the logo, relaunch, offer a more diverse product line, assure a stable follow-through on revolutionary designs to re-establish your market niche, take form-factor seriously, re-launch the old brand as a classic, and you'll get the success much like that of Adidas.

Addidas Originals is now selling as a high-end and retro-fashionable sporting line. Who ever thought of its marketing strategy is a genius! Not only do they get to keep up with competition with the brand's rebirth through Adidas Performance, they got to reap revenue from their old product models as well.

Go to your badminton courts int he metro and you will observe Adidas-weilding smashers running amock more prominently than those in Nike's (prominence attributable to its ever-present 3-Stripes device trademark). At a time in the wall climbing gym inside CSA at Dasmariñas Village, I could remember climbers wearing Adidas shirts outnumbering those in other brands 6 to 1. The brand had it right with comfort and affordability when you go comparing the quality and price of their products with Nike, IMHO.

Ever heard of Y-3? It's an even higher-ended Adidas line tied up with world-renowned fashion designer Yohji Yamamoto.

Now, what will they think of next? Just recently, they have launched their women's climbing sport range (quite pricey), endorsed by Stella McCartney.

I'll be on the lookout should they come up with a men's climbing sport range. Or I may just wish they do.

All trademarks, service marks and trade names of adidas used herein (including but not limited to: the word mark "adidas", "the adidas logo", "the trefoil device", "the Globe", "the 3-Stripes device") are trademarks or registered trademarks of adidas or its affiliates, unless stated otherwise. Yohji Yamamoto is a registered trademark of Yohji Yamamoto.

posted by Fritz @ 10:43 PM