Adidas is reporting a spike in Irish sales of its new Boost runner which is being supported through Lifestyle Sports by a major PR and advertising campaign, including TV which is rare for the brand in the Irish market.
It is using the two most popular figures in Irish sport, Brian O’Driscoll and Katie Taylor as ambassadors for the new footwear and is riding the wave of enthusiasm for fitness and participation running which has now become the country’s most popular sport.
Runners on forums across Ireland and around the world are divided on the benefits of the technology being sold as ‘changing running forever’ and some have pointed out that shock absorption and responsiveness change places in the fashion stakes on a regular basis.
With science uncertain though the ultimate judge is through the sales figures and in this Adidas appears to have ‘struck’ on a winner in a very crowded marketplace.
It is encouraging that the use of Irish stars is yielding a dividend as the trend lately appears more towards use of global personalities such as Wayne Rooney at one point for Powerade, Usain Bolt for Puma and others.
Adidas are themselves no stranger to the one size fits all markets approach and have just launched another campaign around the brand relationship with Leo Messi.
Local remains powerful though and much more can be gained in PR terms as was the case with the O’Driscoll and Taylor launch.
Most media comment will be on matters unrelated to the product but the trade off is in use of imagery and a credit for the product that fastens it in the buying public’s mind.
Sport is perhaps the strongest universal language spoken and provides engagement for business that cannot be matched consistently by other sectors. That applies whether you are selling running shoes, energy drinks, financial services or cars.
Discover more of our recent content and analysis on Sports Marketing including Padraig Harrington’s Business to Business Play; Social Media in Irish Soccer and Katie taylor as the central focus of ‘Box-ertainment’