Target Markets of Adidas, Nike and Puma

These are the 3 dominant companies in sportswear. Nike, Adidas, and Puma. Each of these companies has conquered the markets with its quality and innovative products. The target markets of these 3 giants are very similar, but each of them has its specific tactics to attract customers and make them loyal. Everybody knows that Nike is a dominant company, and they reach their goals due to the right advertising campaigns.

Let’s begin with Adidas, looking through their branding and targeting tactics.
Here is a commercial example created by the Adidas marketing team.

Here are famous athletes and artists who discuss what is sport or art. They speak about creativity in sport and in everywhere. Without that nothing good can happen. Here are famous sportsmen like Harden or Messi, Pharrell Williams. All of them have their armies of fans who would follow them.
The target market of the commercial are the fans of football and basketball.

Their age is from 13-22 who like to be trendy and look for their appearances. They have a very active life full of sports events and different kinds of activities. All the sport brands target the following segment, but the question is how they target them.

Celebrities like Messi and Harden are people who have millions of fans worldwide, and people at this age like following some influencers and do the things they like to do.

Now let’s discuss the branding of the commercial.
What do they discuss during the whole time? They tell us about creators and creating. To succeed we need to be creators. It is ok to be athletic or intelligent, but only creators reach for the best in life. The following type of messaging refers directly to archetypal branding. They give messages of creation, of something more important in life and it is vision, creating your vision.
So the following type of commercial has the Creator Brand archetype, one of the 12 brand archetypes known by branding strategists.
What does the creator archetype represent?
The brand archetype desires to create something with great enduring value.
The goal of the archetype is giving form to a vision.
The strategy of the archetype is developing artistic skills.
The whole commercial is based on the following 3 ideas, the creator archetype completely rules here.

Now let’s look to another Adidas commercial.

Overall, Adidas campaigns are completely based on famous athletes and it covers all the sports, from baseball to rugby, from golf to basketball. All types of sportsmen are present here and they attack markets in a very self-confident way.

One of the leaders of the company tells us that people are curious about sportsmen and especially about who they are out of the field, in reality, and this is their main way of advertising. Who are these guys out of sports pitch, in ordinary life? A lot of their commercials and social media posts are based on that.

Here we see the football players of real Madrid in everyday life just wearing sports clothes for Adidas, and looking for someone who is training. Overall Adidas has contracts with many sportsmen and each of them has its fans.

In reality, there are thousands of sports celebrities, and having a contract with all of them is unreal, but targeting a hundred of really beloved ones is possible, and realizing new shoes or other products with the help of these guys makes the new product popular.

Here is an interesting campaign implemented by Adidas. A New Adidas shoe is presented and asked over 800 people to wear it and play a game. The winner of the whining wheels takes the ultra boost shoes.
I am sure that all of the 800 went home telling about this interesting event that came across to them. The experimental marketing campaign would have given birth a lot of curiosity across the following city and toward their new product.

Overall the type of targeting is called general targeting. There is no specific market that is targeted. The following kind of target reminds me of coca-cola targeting, where there is a great idea of happy moments, and whoever feels the happy moment then it could be a coca-cola customer.

Here whoever is the fan of following sportsmen is your target customer. Also here especially is mentioned people who are from 12 to 30 years old. They are their main targets based on aging dimensions.

16 Personalities (what is for your business?)

As we can see, three dominant companies in sportswear: Nike, Adidas, and Puma have almost a similar brand strategy, but the targeting is a little bit different. The demographic part is the same, all three brands target young and active people from 15 – 25 years old.

– Nike’s target market is Peacocks.

This is the main secret of the success of Nike – Right targeting.  Peacocks are one of the most powerful and solvent segments in 16 personalities among young people.

They can’t accept themselves failing and will likely to find any outside cause before admitting personal failure. Success is important to them and they will try to excel a few activities where they can shine.

You also should choose the right target (ideal buyer persona) for your business and in this context, you should research all 16 Personalities, 16 types of clients that you may meet during your daily business and marketing activities.

Here is the book “16 Personalities (ebook version)”, which includes all these types of clients. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand.

Find out your perfect customer profile with the following tips.

Now let’s turn to another sports giant Nike, and see their tactics of targeting.

Here is one of their commercials.

In the commercial, they are advertising the new football boots of Nike and stars like Neymar and Ronaldo are starring In the little movie. Here ordinary street games take place. A game that characterizes every street in the world, but a surprise to us stars like Neymar and Ronaldo are also here. And it is shown that once they were unknown like the other guys. So EVerubody has an opportunity to be like them.

And what about the targeting tactics of the commercial?
Here the target customers are young people who play or used to play football in the streets. They are millions of them. These guys are mainly active people, who enjoy outside activities, like visiting different kinds of sports clubs and are very communicative. Also, their family has enough income to pay 100 $ for a new shoe.

Let’s look through another commercial example made by Nike.

The name of the following commercial is “Unlimited You”. Here are life stories. Ordinary people want to compete with professional ones and there are always people near them who say that they can not compete with professional ones. But it does not matter to the future champions, they compete with famous athletes.

The following commercial targets the notion of Challenge and Competing. And whoever likes sport, whoever likes challenge is a target market for Nike. No matter who you are, if you think you can challenge someone, then you can do it. Maybe you will lose, but if you do it many times, you will win eventually.

The sporty, active young people are the main target of the commercial. Let’s discuss one of the following target market characters.
One of the main targets of Nike are a segment of people who are called Peackoks called by the Garrison group.
Who are the people generalized in one group called Peacocks?
Their age is from 16 to 28 years. They have a strong tendency to stand out in a crowd. They would like to perceived as very confident personalities They want to reach the highest level of their career, the level that is deserved.

Where their position and strength will be obvious.
Peacocks are mainly highly educated people, who think that money is the main symbol of success. They go to clubs and pubs where they can be seen by successful people. Also going to gyms is an activity that is very popular among Peacocks, looking after their shapes and being sporty.

While speaking about their shopping attitude, we must mention that primarily they want to buy trendy products and also serf on web to buy new things. They think that brands are the reflection of what they are inside, and the flashy look is one of their main direction in fashion. If they find a brand they like, they stick to it and Nike gives them flashy and elite look.

Now let’s discuss the archetypal branding of the following commercial.
Nike always speaks about not to surrender, take all the challenges and win eventually, being a hero. The following messages refer to the Hero Brand archetype of the 12 brand archetypes known to brand specialists.

What does the Hero brand archetypes represent?
The hero wants to prove its worth through difficult and courageous actions.
The strategy of Hero brand archetype is to become strong, competent as capable of being.
The values of the brand archetype are value, discipline, focus, and ambitiousness.

The hero archetype tells stories like being a soldier and being a part of a larger community. Also, it gives messages like someone needs your help, or you are some kind of abused and need to prove your worth.

Overall, Nike is a genius of advertising and right targeting, during years they have only succeeded in their strategies.

Now let’s take a look at the targeting strategies of the brand Puma.

I immediately go to Youtube and look at one of their main commercials starring Rihanna.

The following commercial is very glamorous. She speaks about flying higher and going further like the animal Puma. The black and white video has the symbolism of greatness and strength. Rihanna is an artist who is very famous for her unexpected and surprising behavior like animal Puma. Also, we see a sea on the body of the artist.

The mysterious behavior is also present here.
So, the advertising style of the brand Puma is different from Nike and Adidas. It is based on style and fashion, inner motivations. Instead of motivation to win and being sporty like Adidas does. The similarity of these brands is that they engage celebrities to advertise their goods.

2 brilliant examples of marekting campaigns.

Just 2 ways to grow your business.

So let’s discuss the target customers of the following advertisement. The customer character’s name is Carpe Diem. Who are these people called by the Garrison Group?

Their age is from 16-28 years old. They are very outgoing and enjoyment is the priority on their doing list. Typically attending upscale clubs where more money is spent. Money is very important and it gives them freedom.

Carpe Diem’s like risks and adventures and they live for the moment. They like keeping up with fashion and the latest trends. Puma targets this tension point of Carpe Diems. They are fashionable and trendy like Puma.

They like quality products and are loyal to their preferred brand. The following point is also a great advantage for targeting the following segment of people. Carpe Diem’s are mainly interested in sports, cars, technologies, and movies. They use the internet a lot, mainly for entertainment and communication.

Now lets’ take a look at the branding of the following advertisement.

What is the brand archetype of the following commercial? The animal Puma is a dominant power in jungles and anywhere it lives. Rihanna is an artist that rules the show business for years and she is also showing her dominance with her songs. So what is the archetype of the following commercial?
The answer is The Ruler brand archetype. What does the ruler brand archetype represent?
The ruler brand archetype desires to control resources or people.
The goal of the archetype is to create a prosperous community and company.
The values of the archetype are takin control power, responsibility, and taste.

The ruler brand archetype communicates with customers in different ways. They show that you have a lack of resources and harmony and should take responsibility for your state. Then you should take the leadership of a larger community, family, organization, workplace.

Here is a post on Instagram of The brand Puma.

They speak about aliens and 3 imaginative young people are gathered here to see the new boots of Puma. And so, they reveal the truth and found the great snickers in the van.

Here we see another style of segment targeting of Puma. Young guys from the age of 13-17, who have a very active life and they are also very educated and read lots of books and watch lots of movies. The unordinary, magical style boots are produced for adolescents who think out of the box, are progressive and look at the world from a different angle.

Overall, the 3 brands have conquered the world with their great products and each of us is the lovers of Nike puma or Adidas. Which one do you like the most? This is an interesting question. You can check out target markets of other famous brands in the blog thesocialgrabber.com

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