Adidas toasts win with national blitz

The company beat Nike and Li-Ning with an Rmb 60 million (about US$80 million) bid for sponsorship rights. "From the standpoint of the Olympics, it's a very important platform for us going forward," said Paul Pi, head of marketing at Adidas Greater China. "We believe it's going to be the biggest Olympics ever, most commercial ever in terms of size and scale compared to anything in the past." The company has set up a Beijing Olympics project team -- led by former Nike executive Erica Kerner -- to work alongside its in-house marketing department in planning and leveraging marketing and sponsorship opportunities ahead of the Games. Adidas' public relations agency, Ogilvy PR, led the 'No Impossible Gold' initiative. "The brand attitude 'Impossible is Nothing' was launched last year and the Olympics takes this and combines it with the drive of the Chinese and the China team to do the best they can for 2008. It was very much a PR-and events-driven campaign," noted Aldo Spaanjaars, head of marketing communications at Adidas Greater China. The campaign used outdoor, print and in-store promotions, as well as PR and events, in seven cities in China. Hundreds of medal podiums were placed around cities. Roadshows have also kicked off to raise awareness of Adidas and its Olympic history. The sports brand, which has 1,300 own-branded stores has earmarked to expand to a total of 4,000 shops by 2008 as part of its aggressive growth strategy for the market. TBWA handled outdoor, print and retail work for the campaign, while Carat managed media. Local interactive shop From Zero created the website, www.adidas.com.cn/ noimpossiblegold. The Olympics agreement will see Adidas supply footwear for staff, volunteers and technical officials at the Olympic and Paralympic Games. It will also outfit the Chinese Olympic teams.