COP Practical: Adidas Calling All Creators Campaign

The Calling All Creators campaign aims to boost overall brand awareness and sales by creating a community within the brand ' A family, related by mindset. Pull up a chair. Join us'. The Campaign features a minute long video (see figure 1) of Adidas's most famous celebrity endorses discussing their opinions on creativity in which they encourage viewers to embrace their creativity the same way Adidas have in creating a new and innovative range of sports wear.  The page on Adidas's website (see figure 2) that features information about the campaign, calls 'those with the need to make something new. Those who question everything to invent what is to come. Changing sport every day' to join them. This quote is something I plan to explore whilst developing a digital campaign for Adidas in order to boost participation of women in football and showcase women within the sport in order to change the everyday perception that football is a sport for men.

COP Practical: Re-writing the Brief

Brief:
To create digital responses for Adidas to change their gender association in relation to football, to create a more inclusive brand, in support of there 'Calling all Creators Campaign' which aims to break boundaries within sport as their current materials portrays a very masculine image despite selling products for both men and women.

Research focus/Background considerations:

• Explore the aims of 'Calling All Creators' campaign to identify how to covey the breaking of boundaries within the digital campaign. 
• Research existing representation of women in Adidas's sports branding surrounding football. 
• Explore how far women's football has progressed to identify the changes.
• Counter stereotypes considered and change the perception of football.

Deliverables:

• Series of digital responses to be used by Adidas for their website to create a more gender inclusive brand.
• document development on blog 
• x6 design boards documenting design process

Mandatory Requirements:

• Highlight identified issues/difference found during research 
• Final product should be finished to a professional standard so that it could be easily visualise/put into place within desired settings 
• Context should show an understanding of the target audience and the brand values and aims of Adidas as a whole and within the 'Calling All Creators Campaign'.  

Research References :

• Initial Practical Research:
• Bajkowski, S. (2017). How much do women footballers earn? WSL salaries explained. [online] Manchester Evening News. Available at: http://www.manchestereveningnews.co.uk/sport/football/football-news/how-much-women-footballers-earn-1114748 [Accessed 3 Dec. 2017].
• Wigmore, T. (2017). Sport’s gender pay gap: why are women still paid less than men?. [online] Newstatesman.com. Available at: https://www.newstatesman.com/politics/sport/2016/08/sport-s-gender-pay-gap-why-are-women-still-paid-less-men [Accessed 3 Dec. 2017].
• Kessel, A. (2017). English football: when women ruled the pitch. [online] the Guardian. Available at: https://www.theguardian.com/football/2009/sep/10/england-womens-football-team [Accessed 3 Dec. 2017].

• Essay:

•  Kotler, P. and Keller, K. (2003). Marketing management. 14th ed. pp.242-243.
• Clifton, R. and Ahmad, S. (2009). Brands and branding. New York: Bloomberg Press, pp.16-19.
• Aaker, J. (1997). Dimensions of Brand Personality. SSRN Electronic Journal, pp.347-348.
• Frieden, L. (2013). The role of consumer gender identity and brand concept consistency in evaluating cross gender brand extension. Post Graduate. University of South Florida.
• Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), pp.105-119.
• Bem, S. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), pp.155-162.
• Ye, L. (2008). The impact of gender effects on consumers' perceptions of brand equity: a cross-cultural investigation. University if North Texas.
• Berntson, A. (2006). Branding and Gender: how adidas communicate gender values. Post Graduate. Karlstad University.
• Costa, E. (2003). How the world changed social media. UCL Press, pp.114-115.
• Cohan, J. (2001). Towards a New Paradigm in the Ethics of Women's Advertising. Journal of Business Ethics, 33, pp.323-337. 
• Grow, J. (2017). The Gender of Branding: Antenarrative Resistance in Early Nike Women's Advertising. [ebook] Available at: http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1059&context=comm_fac [Accessed 22 Nov. 2017]