Introduction to Adidas Boost

Hi.  My name is Andrew Latham.  

Over the next three weeks I will be posting six blogs analysing current integrated marketing communication from one of the world’s largest sporting companies....ADIDAS. 

On the 27th of February 2013 Adidas globally launched its latest innovation in running shoes: Energy 'Boost' 

At the products launch event in New York City Adidas Executives claimed the new technology, three years in the making, will revolutionise running shoes and that it marks a 'new chapter' for the running industry. 

'Boost' will only feature in Adidas running shoes for now but they have plans to roll out the technology across all athletic footwear including Tennis and Basketball.  

Adidas believes the running shoe category is its biggest opportunity for growth, as the brand attempts to claim market share away from runaway category leader Nike. 

The next five blogs will take a closer look into the marketing campaign, communication channels, media used by Adidas and investigate its success or failure.  

Bye for now!  Cheers, Andy 

"Adidas Makes Its Run At Nike - Forbes." Information for the World's Business Leaders - Forbes.com. N.p., n.d. Web. 1 Mar. 2013. <http://www.forbes.com/sites/tomvanriper/2013/02/13/adidas-makes-its-run-at-nike/>.