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Marketing and Sponsorship

Adidas Recruits Female Influencers To Boost Share Of Women's Market By '20

Adidas "assembled a team of women social media influencers as part of its strategy to boost its share of the female sports apparel market" by '20, according to Tony Connelly of THE DRUM. The German brand "brought onboard 25 influencers" who will work with it "on a regular basis," including retired former tennis world No. 1 Ana Ivanovic. Adidas' Global Brands Dir Eric Liedtke said that the kind of consumer it is trying to target "doesn't follow the Real Madrids, she doesn't follow the James Hardens, she follows her own cycle of influencers, and they are typically on Instagram or YouTube or the social media areas we tap into." The team of influencers also includes figures who are non-athletes but hold a "high social-media presence," including model and DJ Hannah Bronfman, author and coach Robin Arzon and personal trainer Zanna van Dijk (THE DRUM, 3/16).

DIGITAL ENGAGEMENT: THE DRUM's John McCarthy wrote TV ads are reportedly "behind" adidas, according to CEO Kasper Rørsted. Instead, "it looks to embrace platforms where younger consumers are more likely to be present." Rørsted "championed mobile devices to reach the correct audience." He said, "It's clear that the younger consumer engages with us predominately over the mobile device, digital engagement is key for us; you don't see any TV advertising anymore." Rørsted added that "all" the company's engagement is through digital media, and "underlined the importance of ecommerce in the next few years." Rørsted: "We believe in the next three years we can take our online business from approximately €1 billion ($1.08B) to €4 billion ($4.3B) to create a much more direct engagement with consumers" (THE DRUM, 3/17).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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