Marketing Currents - Business and Marketing Current Events

‘Impossible is Nothing’ for adidas as it doubles down on commitment to women


Adidas is doubling down on its commitment to women with its latest chapter of the “Impossible is Nothing” campaign, spotlighting a global collective of inspiring women who are breaking down barriers in sport and beyond.

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Discussion Questions:

  1. What is market segmentation?
  2. What are the different ways a brand can segment a market?
  3. What is a demographic?
  4. According to this story, what is adidas’ mission?
  5. What demographic is Adidas targeting through this campaign?
  6. What is positioning?
  7. What is a tagline?
  8. What is the tagline for this campaign from adidas?
  9. How might that tagline explain the brand’s positioning strategy?
  10. What is international marketing?
  11. Why do you think adidas launched the campaign internationally?
  12. Based on information from this story, which athletes and entertainers were featured in this campaign? Why do you think the brand chose to feature those athletes and entertainers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.