‘Adidas details ‘digital newsroom’ strategy for brands’

Written by Sebastian Joseph, originally published for Marketing Week.

The adidas Group is setting up a series of digital newsrooms across the world in a bid to bring more strategic oversight to how brands such as Reebok are marketed online.

Commenting on its financial results for 2013 yesterday evening (5 March), the sportswear maker said its brands needed to be more relevant online in order to propel demand. It is setting up internal digital newsrooms, in partnership with video platform the TheNewsMarket, over the next 12 months to tap into trending topics, a move that builds on the “moments of celebration and acknowledgment” real-time marketing strategy it currently employs with its agencies.

adidas will also set-up a global digital center at Reebok’s headquarters in Massachusetts where it says its teams will target the younger consumers online. In addition, the fitness brand will launch “Reebok Production Studios” to speed up branded content creation.  The digital overhaul comes more than a year after it completed an audit of its social media footprint.

Herbert Hainer, chief executive of the adidas Group, told analysts the investments would allow its marketers allow to better coordinate the brand’s online presence as well as leverage and magnify key trend initiatives all year around.

The move comes as Nike and Puma develop similar strategies to exploit the buzz around sporting moments.

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