Product details

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Abstract

Breaking free from social taboos and institutionalised culture of discrimination, women in sports were hogging the limelight because of their sheer skill and competitiveness. Drama in and off the field attracted and engaged audiences across linear and non-linear media platforms. To take advantage of the halo effect, the brands were showing their interest in investing in them. They saw this as a useful strategy for brand development and brand management. For any consumer brand, it also offered lucrative opportunities for moral, ethical, and social positioning. Keeping that in mind, adidas, one of the most prominent sports footwear and apparel brands, had relaunched its 'Impossible Is Nothing' marketing campaign to support women in sports. How had the brand designed its product, people, and programs to promote women's sports, and what were its challenges?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

About

Abstract

Breaking free from social taboos and institutionalised culture of discrimination, women in sports were hogging the limelight because of their sheer skill and competitiveness. Drama in and off the field attracted and engaged audiences across linear and non-linear media platforms. To take advantage of the halo effect, the brands were showing their interest in investing in them. They saw this as a useful strategy for brand development and brand management. For any consumer brand, it also offered lucrative opportunities for moral, ethical, and social positioning. Keeping that in mind, adidas, one of the most prominent sports footwear and apparel brands, had relaunched its 'Impossible Is Nothing' marketing campaign to support women in sports. How had the brand designed its product, people, and programs to promote women's sports, and what were its challenges?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

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