The Creative Creation of adidas

adidas ad #heretocreate featuring Karlie Kloss

Following the introduction of its new series PureBOOST X, which is exclusively for women, adidas launched a bunch of ads featuring famous female sports icons. Named "I'm Here to Create", the ads were aired in more than 50 nations in the media's productive season during which Grammys and Oscars were catching the eyeballs.

In the past, we might just call the female sports icons "spokespeople" when we saw the ads on TV. Now in this digitoral era, we also consider them "influencers". I came to know this ad series because I saw the video that the super model Karlie Kloss posted on Instagram. Apparently, we can call this paid media marketing.

Adidas didn't reveal how much money they payed for the campaign. But there's no doubt that it cost a lot money. Besides the payment for TV, think about the social media platforms. Karlie Kloss has 4.3m followers in Instagram. Although the number of followers of Candace Parker's Instagram account is much smaller than that of Karlie Kloss, adidas had more that ten stars taking part in this campaign. Even if it payed as low as $5 per thousand followers (which is impossible), adidas would pay Karlie Kloss $21,500 just for her Instagram. By the way, some brands offer as high as $100 per 100 followers.

Approaching to so many stars, it is obvious that adidas had 100% confidence in the ads. With a hashtag following "heretocreate", the ads showed how the female models and the athletes make sports creative. Enjoying the sports is the essence of this series, encouraging women to achieve their self actualization, which is at the top of Maslow's theory on human needs. So I consider the ads a method to conduct empowerment marketing and worthy the money.