ADIDAS X AEGLE
AEGLE (N)GREEK GODDESS OF THE HEALTHY GLOW
“ADIDAS IS A TRULY GLOBAL SPORTS BRAND. THEREFORE, EVERYTHING WE DO IS ROOTED IN SPORTS. EVERYTHING THAT HAPPENS IN SPORTS HAPPENS IN MOMENTS. EVERY MOMENT IS A CHANCE FOR THE ATHLETE TO START OVER AND TAKE TODAY.”
TABLE OF CONTENTS
PURPOSE STATEMENT BRIEF COMPANY HISTORY CURRENT PLUS SIZE ACTIVEWEAR BRANDS MAIN COMPETITOR FOCUS INSPIRATION/MOODBOARD MERCHANDISE PLAN FLAT INSPIRATION MARKETING PLAN
PURPOSE STATEMENT
TO CREATE A PLUS SIZE ACTIVEWEAR COLLECTION AND MARKETING CAMPAIGN FOR ADIDAS SO THEY CAN MAINTAIN AND GROW THEIR MARKET SHARE OF THE SPORTSWEAR MARKET.
BRIEF COMPANY OVERVIEW
ADIDAS IS A GERMAN MULTINATIONAL CORPORATION HEADQUARTERED IN HERZOGENAURACH, GERMANY. IT DESIGNS AND MANUFACTURES SHOES, CLOTHING AND ACCESSORIES. ADIDAS IS THE LARGEST SPORTSWEAR MANUFACTURER IN EUROPE, AND THE SECOND BIGGEST IN THE WORLD. ADIDAS REVENUE FOR 2016 WAS LISTED AT €19.29 BILLION. ADIDAS WAS FOUNDED BY ADI DASSLER ON AUGUST 18, 1949 AND STARTED OFF AS A SHOE COMPANY. TODAY THE COMPANY’S GOALS ARE TO BECOME THE FIRST TRUE FAST SPORTS COMPANY: FAST IN SATISFYING CONSUMER NEEDS, FAST IN INTERNAL DECISION-MAKING. THE COMPANY IS WORKING EVERY DAY TO INSPIRE AND ENABLE PEOPLE TO HARNESS THE POWER OF SPORT IN THEIR LIVES. THEIR STRATEGY TRANSLATES THE COMPETENCE IN SPORTS INTO STREETWEAR AND FASHION BECAUSE SPORT IS AN ATTITUDE AND A LIFESTYLE. THE 6 KEY CITIES FOR ADIDAS ARE NEW YORK, LOS ANGELES, SHANGHAI, TOKYO, LONDON AND PARIS. EVERYTHING THE COMPANY DOES IS ROOTED IN SPORTS.
67% OF AMERICAN WOMEN CONSIDERED PLUS SIZE $20.4 BILLION MARKET
ARE
NIKE SIZE
AVERAGE US DRESS SIZE**
BUST (in.)
WAIST (in.)
HIPS (in.)
XS
0–2
29.5–32.5
23.5–26
33–35.5
S
4–6
32.5–35.5
26–29
35.5–38.5
M
8–10
35.5–38
29–31.5
38.5–41
L
12–14
38–41
31.5–34.5
41–44
XL
16–18
41–44.5
34.5–38.5
44–47
XXL
20–22
44.5–48.5
38.5–42.5
47–50
1X*
16W-18W
44.5–48.5
38.5–42.5
47–50
2X*
20W-22W
48.5–52.5
42.5–46.5
50–54
3X*
24W-26W
52.5–56.5
46.5–50.5
54–58
CURRENT PLUS SIZE ACTIVEWEAR BRANDS
NIKE OLD NAVY
CCX ACTIVE COLLECTION [AUSTRALIAN BRAND] (CITYCHICONLINE.COM)
LANE BRYANT (LIVI ACTIVE COLLECTION)
FOREVER21 PLUS ACTIVE WEAR COLLECTION
ANNA KAISER (TARGET)
FABLETICS
NOLA PLUS SIZE ACTIVEWEAR COLLECTION (ADDITIONELLE.COM)
LOLA GETTS
FTF ACTIVE COLLECTION (FASHIONTOFIGURE.COM)
ZELLA (NORDSTROM JUNO ACTIVE
MAIN COMPETITOR FOCUS
PRIMARY
SECONDARY
INSPIRATION/MOODBOARD
COLORS
PANTONE TCX/TPX 17-5130 COLUMBIA
PANTONE TCX/TPX 18-2527 BATON ROUGE
PANTONE TCX/TPX 17-6030 JELLY BEAN
PANTONE TCX/TPX 19-4005 STRETCH LIMO
PANTONE TCX/TPX 19-4245 IMPERIAL BLUE
PANTONE TCX/TPX 18-0201 CASTLEROCK
PANTONE TCX/TPX 13-0758 DANDELION
PANTONE TCX/TPX 13-1022 CARAMEL CREAM
PANTONE TCX/TPX 11-0602 SNOW WHITE
PANTONE TCX/TPX 16-1451 NASTURTIUM
PANTONE TCX/TPX 12-0520 PALE LIME YELLOW
PANTONE TCX/TPX 18-1945 BRIGHT ROSE
PANTONE PLUS METALLIC COATED PANTONE-10343-C BROWN
PANTONE PLUS METALLIC COATED PANTON-10384-C GREY
PRINTS/PATTERNS
MARBLE
TROPICAL
FLORAL
PHOTOSHOOT
MERCHANDISE PLAN
STYLE & SIZE DISTRIBUTIONS
Style Distribution Ratios Class Number
Class
Percentage
1
Tops
40
2
Bottoms
35
3
Jackets
15
4
Bras
10 100
Size Distribution Ratios
Bra Distribution Ratios Size
%
38A
16
38B
16
Size
Percentage
1X (16W-18W)
40
2X (20W-22W)
35
38C
16
3X (24W-26W)
25
38D
16
Total Ratio %
100
38DD
18
38E
18
Total %
100
**Using a fit size 14 model
COLOR ASSORTMENT RATIOS
Color/Pattern/Print Ratios Color/Pattern/Print
Percentage
Black
16
Grey
10
White
8
Lime Yellow
3
Coral
7
Green
7
Yellow
3
Blue
5
Teal
5
Purple
3
Fuschia
3
Pink
3
Metallic Brown
3
Metallic Grey
3
Prints/Patterns
9
Color Blocking
9
Total %
100
RETAIL PRICE POINT
Retail Prices Product
$
Racerback Tank Tops
40
Box Crop Tops
35
T-Shirts
40
Crew Neck T-Shirts
35
Sleeveless
50
Pullover
80
Tops
Bottoms Tights
95
Mesh-Panel Tights
110
Laser-Cut Tights
120
3/4 Tights
85
Shorts
40
Layered Shorts
45
Tailored Joggers
65
Jackets Hoodie
110
Zip-Up
120
Anorak
120
Volumous Anorak
125
Bomber
120
Sculpted Supported Bra
70
Bras
FLAT & COLOR INSPIRATIONS
TOPS
COLOR/LOOK INSPIRATION
BOTTOMS
COLOR/LOOK INSPIRATION
JACKETS
COLOR/LOOK INSPIRATION
BRAS
COLOR/LOOK INSPIRATION
MARKETING PLAN
BRAND AMBASSADORS
ASHLEY GRAHAM
TARA LYNN
CANDICE HUFFINE
PARTNERSHIP FUNDRAISE
ER EVENTS
SAFE PLACES TO PLAY MINI-PITCHES “MINI-PITCHES ARE SMALL, CUSTOMIZED AREAS THAT ARE PERFECTLY SUITED FOR ORGANIZED SOCCER PROGRAMS AND PICK-UP GAMES. THEY PROVIDE A QUALITY PLAYING SURFACE FOR KIDS, AND TRANSFORM THE LOOK AND FEEL OF NEIGHBORHOODS.”
NYC LOCATION
LA LOCATION
ADIDAS WILL SPONSOR A 10K MARATHON IN CENTRAL PARK AND LA FOR SAFE PLACES TO PLAY 75% OF THE FUNDS WILL BE DONATED TO THEIR PARTNER US SOCCER FOUNDATION BRAND AMBASSADORS WILL SPORT THE NEW COLLECTION AT THE STANDS PARTICIPANTS CAN POST THEIR PHOTOS ON SOCIAL MEDIA USING #EVERYBODYSANATHLETE A CONTEST WILL HELD THE DAY OF THE EVENTS AND LAST FOR 3 DAYS 5 CONTEST WINNERS WILL RECEIVE 2 FREE PRODUCTS THIS CONTEST AND AD CAMPAIGN WILL BE PROMOTED THROUGH ADIDAS SOCIAL MEDIA PLATFORMS AS WELL AS PLUS SIZE BLOG INFLUENCERS BLOG INFLUENCERS WILL RECEIVE PRODUCT SAMPLE, PRODUCT INFO, AND A PRESS KIT
AD CAMPAIGN
3 TEASER CAMPAIGN VIDEOS; 20 SECOND VIDEO, 40 SECOND VIDEO, 60 SECOND VIDEO THIS COLLECTION WILL BE SEEN ON ADIDAS’ INSTAGRAM, YOUTUBE CHANNEL, FACEBOOK, AND TWITTER #EVERYBODYISANATHLETE PLUS SIZE BLOG INFLUENCERS WILL PROMOTE THE COLLECTION ON ALL OF THEIR SOCIAL MEDIA FULL LENGTH VIDEO 1-3 MINUTES WILL BE POSTED THE DAY OF LAUNCH THE VIDEO WILL BE A STORYLINE OF THE BRAND AMBASSADORS GIVING THEIR VIEWPOINT ON THEIR LIFESTYLE, WHY THEY DO THIS, AND WHAT IT MEANS TO THEM
BLOG INFLUENCERS
NICOLETTE MASON @NICOLETTEMASON
GABI GREGG @GABIFRESH
SHARNDA @FEEDNCLOTHEME
ELIZABETH FUCCI FASM 430-02 SPRING 17