Sports marketing is a key focus for adidas’ marketing mix. The growing popularity of sports as entertainment has led to a huge increase in sports marketing. For adidas, London is a key focus for the sportswear market, for both performance sportswear and sports fashion. Becoming the Official Sportswear Partner of the London Games gave adidas a platform to target this audience but with a global reach. Rather than simply trying to gain positive associations with particular sports, companies use sports marketing to drive the brand and increase sales. For adidas, its campaign included TV adverts that showcased the best UK talent across sport, street and style. Amongst those featured were David Beckham, Wretch 32, Jessica Ennis and Tom Daley.
Another marketing strategy that is becoming increasing popular in the retail industry is celebrity product ranges. For example, Kate Moss, one of the world's most successful and recognised models, is returning to Topshop for a new collaboration. The new range will be sold in 40 countries. (BBC, 7th October 2013)