Adidas’s "Star Selection" Standard

The adidas selection criteria is ICON (symbolic person). The four letters of English represent inspiration and inspiration for I (inspiration), contact with consumers in C (consume contact), original and unique in O (original), and first in N (No. 1), now or There is potential to be the first place in the future.

Inspiring, is to make Adidas brand touch people. For Adidas, looking for a spokesperson is not about selling shoes or jerseys, but is gradually building the brand.

It has a close relationship with consumers and is an affinity for brand spokesmen. For example, Adidas's partner David Beckham, who warms up in Tianjin, remembers greetings and smiles with fans at all times.

Uniqueness: For Adidas, athletes do not have to be independent, but athletes who wish to cooperate will have unique characteristics. “The uniqueness is to find a different feeling on the spokesperson,” Adidas Beijing Sports Marketing Advanced Manager Gan Mingyu said.

In the first place, it is clear that “without the performance of athletes or sports teams on the field, they will not play a role in promoting our brand,” Gan said.

Phase "Ma" surgery

Although it is a complicated and long-term project to understand and grasp sports stars, the selection of sports stars by enterprises still has a track record.

First, positive and positive exposure of athletes is an important point in many measurement standards.

Second, the athlete's individual performance and ability must be excellent, even if not the top players, at least not speaking, the results are not flushed.

Third, the athlete's familiarity and attention. Untold sports can never be attracted to more audiences, so the familiarity of sports and the attention of the project directly determines the commercial value of athletes.

Fourth, the athlete's personality, quality and conservation. These may be qualities that many athletes have, but now, whether or not they can be tied up with the media and whether they can become a factor with the fans.

Fifth, the group significance represented by athletes.

Sixth, the sports age of athletes. Like clubs signing athletes, because time can make up for grades, physical age and age are very important.