Wendy Yang’s Post

To win, you need to score. To score, you need to know where the goal is. I absolutely love this spot from Adidas! What superb storytelling. It has CUT-THROUGH and gets your attention and then just keeps you hooked until the end. It is COMPELLING in that it is relevant to millions of people who will be watching with anticipation the next couple of weeks – the hardcore football fans but even the ones not so much into football. It is CONSISTENT with what Adidas stands for even if the branding is very subtle (hats off to Adidas for resisting the urge to stick a massive logo at the end in the TVC). Oh, and most importantly, it is CLEAR – it is easy to understand what the goal for Euro 24 is... it’s very simple… make sure IT’S COMING HOME Jude! (And yes, it benefits from a song that is very well known and that will get people all over the world singing along... a song that feels like it could have been written for this ad!) But I digress… what is relevant in sports is, of course, totally transferable to business and life in general. If you want to advance, you need to deliver on your goals. And to deliver on your goals, you need to deliver on your projects and know what the expectations are. So, before you start a new business year or project, it's crucial to set clear goals and expectations. Clear goals provide direction and focus, ensuring that everyone on the team understands what success looks like and what they need to do to achieve it. This clarity helps in prioritizing tasks, allocating resources effectively, and keeping everyone aligned and motivated. Without well-defined goals, projects can drift off course, leading to wasted time and effort. By establishing clear objectives and expectations from the outset, you lay the foundation for efficient execution and successful outcomes. Remember, clarity in your goals is the first step towards achieving them and winning. So, take the time to define what success looks like for your next project, and make sure everyone knows where the goalposts are. #adidas #it’scominghome #Goals #Clarity #ProjectManagement #Success #Leadership #BusinessStrategy #Adidas #Euro24 #Storytelling #Marketing #fridayadvice

Celebrating two years (and two months) with adidas in true adidas fashion - at a sports event  🤯 If you had told me two years ago that I would run a trail race with 43 km and 3000 meters of up and down in the mountains together with many colleagues, I would not have believed it.   ⛰️ Last week, the adidas Terrex Infinite Trails turned a quiet Austrian village into a hotspot for trail runners to celebrate their sport.   🏃🏻 At adidas, everything is rooted in sport. Sport is a central part of our society and core to all our health and happiness. It’s also a source of inspiration that transcends the world of sport and reaches into the world of business.   💭 Reflecting on last week, here are some inspirations from trail running that I took home from the mountains for work:   👣 Breaking it down 43 km is daunting when you wake up at 4:30 am on race day. I learned to break down races into segments. Before arriving at the next segment, I avoid thinking about it - one step at a time. The same applies to a to-do list or project at work, especially in project mgmt. Breaking big tasks down into manageable parts is vital for success. Something that seems impossible becomes possible. One step at a time. 🔋 Aid Stations Trail races have so-called aid stations with food and drinks. Run by volunteers who never tire of cheering on passing runners, you always leave aid stations more energised for the next section of trails.  We have the same at work. Little blocks in the calendar that leave you more energised for the rest of the day. Be intentional about these meetings or little breaks. Plan in possibilities to recharge throughout the day.   🙌 It’s a Team Sport At km 30 in the race, just after the highest summit, my legs were tired, and there were still 13km and 1600m of vertical downhill left. Fortunately, I met two colleagues, and we stuck together until the finish line - taking turns leading and pushing each other. Without our little team, I would have never reached the finish line in the time I did.  If a project or task gets complicated at work, bring your team. Teams can achieve things that individuals would not have thought possible. Teams win.    🎢 Balancing Pace Trail races go up and down a mountain. Keeping a constant pace (like at a marathon) is impossible. You continuously decide whether you run or speed-hike to preserve energy. One wrong decision, and you are out of power. The rule is: „Walk before you have to walk”. Work can get busy. That’s normal. But we need to ensure balance. Sprinting for a deadline works once or twice, but not all the time. Managing your work pace is crucial for working sustainably.   🌍 Why Sustainability In the mountains, effects of climate change are very tangible (e.g. earth slides caused by rain). Signs of reaching & crossing planetary boundaries. Every time I see the mountains like that, it shows me why the daily work for a more sustainable world is crucial. #CelebrateTheSport #UnitedBySummits #inside3stripes

🏀 RETAIL + CULTURE + NOSTALGIA?! Today, Shaquille O'Neal & Allen Iverson have recently been named President & VP of Basketball for Reebok; shifting ambassadors of the brand to true management positions. Here are some quick takes: 1/ Lean Into Nostalgia - Shaq was Reebok's first Signature Athlete and the Shaq Attaq was the first signature shoe (Reebok recently brought them back in 2022). Both Shaq's & AI's history with the brand brought credibility in the 90s and will reinvorage the brand today. 2/ Focus on Impact & Influence - Both Shaq and AI were instrumental partners for Reebok in the 90's with iconic shoes & apparel as well as influence in their sector (basketball) 3/ Don't Be Afraid to Pivot - Reebok previously pivoted away from sports and into fitness & training, this new pivot back targets growing partnerships with players. and develop players relationships with Reebok 4/ Work with Who Works with Your Community - Seemingly, one of Allen Iverson's key roles will be working through grassroots community partners. He already has a 'Iverson Classic' HS showcase. This is an exciting move for this Heritage retailer and I'm excited to see how it plays out, grows the brand, and impacts the community in an authentic way. #retail #retailstrategy #retailpartnerships https://lnkd.in/gAEPr4dq

Today would have been my 6th anniversary at adidas. Instead this day marks the longest break I’ve taken since I ever started working. As I’m looking forward to what comes next in my career (more on that very soon), I can’t deny how adidas shaped me to be the professional I am today. Here are my main learnings from that time: 👉 Being creative is a way of being your best self. You can be afraid of the feedback, but you will never know how many people will get impacted and inspired by you if you never try. 👉 Asking for help is not a weakness. It’s a gesture of valuing other people’s strengths, a signal of trust and vulnerability, and ultimately a good base for collaboration. Just don’t take advantage. 👉 Increasing your visibility means there are more opinions about you, good or bad. Just make sure you stay true to your values and that the right people continue to see you for who you actually are. This year opened my eyes in many ways, and I can’t wait to continue my career stronger, more optimistic and more resilient than ever before. Thanks for everything, adidas. #reflection #anniversary #tiankaistuff

“You’ve got this!” 💪 The new Adidas campaign is a powerful reminder that we all possess the inner strength to overcome challenges and achieve our goals. It’s more than just a catchy slogan; it’s a call to action for professionals across all fields to recognize their abilities, believe in themselves, and seek out the tools needed to tackle everyday challenges. 🏆 This message resonates deeply in both business and life. Whether you’re closing a deal, starting a new project, or navigating personal milestones, remember that you have what it takes to succeed. 🌟 If you haven’t seen this inspiring ad yet, you’re in for a treat! Watch it here: https://lnkd.in/dTxM33ri #Adidas #Motivation #InnerStrength #ProfessionalGrowth

𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗡𝗶𝗸𝗲 𝘃𝘀 𝗔𝗱𝗶𝗱𝗮𝘀 I'm constantly fascinated by Brand Management, observing how brands seamlessly integrate into our lives and evolve. They often foster emotional connections, social status, and personal identity. For instance, Nike, an American brand, boasts a brand value exceeding $53 billion in 2023, while Adidas, a German brand, stood at around $16.6 billion. According to Interbrand, Nike ranks 9th globally, whereas Adidas holds the 42nd position. Previously, Adidas held sway as a household name until Nike's ascent. Examining their core market strategies, Nike prioritizes innovation and performance, while Adidas focuses on design. Given the sports industry's emphasis on performance, Nike tends to excel. Notably, Nike's campaigns like "Just Do It," "Find Your Greatness," or "Unlimited You" emphasize pushing boundaries and celebrating achievements. #nike #adidas

We kicked off our partnership with Go Sport, introducing the "Go Further" ethos, igniting a passion for self-improvement and breaking boundaries. It was a story of individuals pushing through barriers to become the best versions of themselves, with GO Sport as the catalyst. Now, we're back with adidas as a brand focus - tapping into the real culture of running, one that is authentically rooted in the Middle East's burgeoning running and training scene. Recent stats tell a compelling story: 74% of individuals emphasise the importance of fitness in providing a sense of belonging and connection to a community. And 67% of fitness enthusiasts now train with friends. Our vision was to craft a story that retains the gritty, hard-working messaging associated with "Go Further" while seamlessly integrating the modern culture surrounding running and training. By tapping into adidas's playful, creator DNA, we captured the essence of this evolving fitness culture and conveyed to the GO Sport consumer that while hard work is essential, having fun along the way is equally vital. #marketing #brand #brandstorytelling #adidas

I'm a sports fan. I'm an (aging) former athlete. I'm a marketer. As the latter, I try to avoid falling for shortcuts or being susceptible to spin. But, I can't help it...I'm all in on what Reebok is trying to do here. Yes, it's nostalgia. Yes, it's playing the celebrity card. Yes, it's making up new titles in part for publicity sake. And, yes, I'm 46-year old and not exactly the target for future growth in performance basketball for Reebok. But, Shaq is a legendary brand marketer and savvy businessman who has amazing recognition and resonance across audiences. AI as VP, specifically to focus on "player recruitment, grassroots and community-based initiatives and athlete activations," also makes a ton of sense. His reputation, realness and OG status and respect means this not another old-head trying to connect with a younger generation. Their collective connection to the brand, its legacy and roots is also undeniable, lending to the authenticity of it all. This is a bolder play than meets the eye, and I can't wait to see how it plays out. Seeing Reebok more prominently back on the court a few years from now - from the youth ranks to the NBA - would not shock me with this duo. #brandmarketing #marketingcommunications #sportsmarketing https://lnkd.in/eds6aqUm

Own the Game, Own the Headlines: A Win-Win for adidas This Summer As a seasoned marketing expert, I've rarely witnessed a #summer sports season play out quite like this for a single brand. Here's why Adidas is having a monumental win across all fronts: Pre-Tournament Powerhouse: adidas wasn't waiting for the games to begin. Their pre-tournament campaign, featuring rising star Jude Bellingham alongside the legendary Lionel Messi, sent a clear message: #Adidas is the home of champions. This strategic move built anticipation and brand association with future stars and established icons. Dominating the Finals: Fast forward to the heart of the competition. Teams like #Spain, #Argentina, and potentially even #Colombia (a dark horse many didn't predict) are all vying for glory. Guess what? They're all outfitted by Adidas! This means massive exposure for the brand, not just during the final match, but throughout the entire knockout stage. Home Field Advantage (x6): Let's not forget about the host nation, #Germany. Kitted out in Adidas from head to toe, every goal, every save, every آلمان (Germany) chant is another win for the three stripes. But it doesn't stop there. Adidas is the official kit supplier for a whopping five other teams in the #Euros! That's nearly a third of the competition sporting their logo. Looking at the bigger picture: Remember the "Own the Game" growth strategy Adidas unveiled earlier this year [https://lnkd.in/d6gNKDaQ]? This summer's performance is a masterclass in executing that strategy. The Grand Finale: Here's the kicker: regardless of who lifts the trophy, Adidas wins. They've dominated the narrative, secured incredible brand exposure, and positioned themselves as the undisputed leader in performance wear for the world's best athletes. This summer is a masterclass in strategic marketing. Adidas not only predicted the trends, they shaped them. They've ensured their brand is synonymous with victory, leaving competitors scrambling to catch up. Now that's what I call owning the game. What are your thoughts? How do you think Adidas will leverage this summer's success moving forward? Share your insights in the comments!

The Game – Sporting Goods industry participants are well-placed for market share growth over the long term through innovation, adaptability and a focus on consumer well-being! Reebok, enhance accelerating digital investments toward e-commerce and direct-to-consumer channels bode well. Health-consciousness, sustainability and innovation are key trends driving the industry. The industry participants (Nike & Puma) are expected to gain from the expansion into newer categories and adjacent categories. Expansion into newer markets will be critical focus for Reebok (Champion acquisition) team to boost market share. The company is expected to reap the benefits of digital and technology-driven investments based on the shifting consumer preference for online shopping. #reebok #branding #growth #consumers #culture #sports #reebokkids #toddkrinsky #shaquilleoneal #communitymanager #brandconsultant #communities