How Adidas’ newsrooms create five great pieces of content a week

Adidas has moved from advertising to content marketing. To do this, it built newsrooms in 12 cities globally. Here’s a glimpse at what happened when its marketers started writing news.

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Adidas understands the need to produce weekly content rather than just a few ad campaigns a year. ‘Tactical content innovation’ is Adidas’ marketing super power: It measures the effect of its newsrooms around the globe.

Processes and metrics aren’t as sexy as real-time content, but Adidas has put all three in place and will import its innovation tactics into all its marketing.

Real-time marketing is about more than ‘now’ at the world’s second-biggest sportswear business. It zeroes in on telling the bigger brand story rather than tying content to the latest headlines in order to boost the relevance of social communications. There’s no one-size-fits-all brand-building. Adidas created its own places where its marketers can be closest to the consumer-its newsrooms.

Adidas marketers as reporters

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