Adidas Navigates Japanese Market With Creative Flair
31.12.69
Take up Adidas' "Runbase," a few blocks from the palace and near a major subway standing. The center is a facility where runners can rent a locker and shower, as well as a branded organize selling a variety of shoes and apparel. Runbase hosts regular direction events and staff is on hand to provide training tips. Visitors can even gash Adidas running shoes for 100 yen -- about $1.20 -- the price of a bottle of wet.
"It always staggers me, on a beautiful day, to see someone drive to a gym and run on a treadmill," said Dave Thomas, VP-marketing for Adidas in Japan. "At the concern [Runbase] is only in Japan ... but there's a lot of interest from my counterparts around the world. When people progress here, it's one of the things they always want to see."
Japan is among Adidas' top-five global markets, but what sets the homeland apart are its stylish, discerning, tech-savvy consumers, who manufacture it a unique testing ground for product and marketing innovations. TBWA / Hakuhodo is Adidas' ad operation in Japan.
Source: AdAge.com