Sportswear giant Adidas has spent three years developing the concept behind its Olympics television commercials. But most viewers won’t see the spots on the tube.
Adidas’s Olympics campaign focuses on Chinese athletes and fans and is promoting Chinese nationalism and pride over hosting the Games.
That is because the company is focusing nearly all of its Olympics TV ad budget on China and likely won’t be airing the spots in top Adidas markets like the U.S. and Europe.
The German company is using the Games to try to overtake rival Nike in market share in China. Its Olympics campaign will not only air primarily in China but will feature Chinese athletes such as diver Hu Jia and basketball player Sui Feifei and has as its driving theme Chinese pride in hosting and winning the Games.