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The topic I chose is the athletic clothing brand Adidas.
Adidas, the second largest activewear brand in the world, is a multinational corporation brand that designs and manufactures shoes, accessories, and apparel. This brand has been striving to build on a passion for a “sporting look lifestyle and sports.”
This brand’s apparel and shoes have always caught my attention with not only their style but also the support and cushion of the shoes and the material of their apparel.
Why is this pop culture phenomenon important?
Nowadays, it’s all about the trend, what’s new, and who’s wearing it. Today’s consumers are mostly young and only care about fitting in with the popular styles and brands everyone on Instagram is wearing and it soon becomes the most desirable fashion statement.
The products are extremely comfortable and not only do you see the brand Adidas everywhere due to its popularity, but you see many people wearing the brand along with promoting it because of its style fitting. The impact Adidas has on society is the pop culture of today’s generation which stands out on what people wear and it also brings out the style in today’s fashion.
The history of this pop culture phenomenon, including important dates and events. The brand Adidas had been created in the 1920s by Adi Dassler and his brother Rudolf Dassler, in their mother’s basement. The brothers had made all of the shoes by hand. (James Wrinkler, 2019)
Adidas had originally come out on the market on August 18, 1949. Rudolf had stepped aside to start his own company. Aside from Adi’s brother leaving Adi along with the brand, Adi had decided to create the brand under his name because he wanted to make a difference in athletic performance.
In the 1960s, Aldi had introduced the future street-style staples like the iconic Adidas tracksuit of the three-stripes which has been and continues to be on the brand’s apparel and shoes. (James Wrinkler, 2019)
A sociological perspective and/or theory you will be used to explain the pop culture phenomenon you chose, and how you will use that perspective/theory to analyze the pop culture phenomenon you chose.
From a symbolic interactionist perspective, the brand Adidas chooses the best athletes from around the world to advertise their products to attract customers with trends along with collaborating with famous artists to help promote the brand.
The plan to use athletes and famous artists from all around the world had been successful in promoting the brand.
The brand itself has led me to believe in the manifest function- creating an intended function of a brand that turned out to be extremely beneficial to both the brand and society.
With the manifest function, I believe Adidas takes on a huge representation of most generations, especially in today’s generation. Revealing the trends they have with the apparel and shoes they wear, leads to many wanting to fit in so they purchase the products.
Anytime Adidas comes out with a new tracksuit or sneakers, it isn’t long before it’s advertised on social media and quickly a top-selling item because of the effect of today’s society.
At least one major point which is specific to your pop culture phenomenon and which includes your original thought.
Today’s consumers are mostly young and only care about fitting in with the popular styles and brands everyone is wearing nowadays.
However, I think this causes a certain level of fashion standards, meaning if you don’t have a $2,000 pair of Yeezy’s you’re just not fitting in.
This conflict may lead many young generations to feel left out or feeling unfashionable due to not wearing what everybody else is wearing.
At least three sources, at least one of which must be an academic peer-reviewed journal article, which you will use to support your presentation. Each source must be followed by at least three bullet points summarizing that source.
“The Adidas Brand: Climbing up or Decelerating?”
In this article, it explains the growth of popularity and accomplishments Adidas has encountered over the years.
The popular brand has made an enormous amount of profit and sales in the stock market along with making major contributions to Adidas’ massive revival within the past few years.
Their main focus is focusing on the popularity of today, the interests of customers, and the types of promotions to include to promote the product.
“ADIDAS”
In this article, it emphasizes the sense of movement Adidas has established since the brand became very popular.
Various employers who worked for Adidas have been trying their absolute best to target consumers to be able to transform them into Adidas’ identity by attracting them to buy the products.
Lastly, the article explains the reflection and movement that occurred to attract consumers to this brand.
“Adidas: The Come Up of a Lifestyle Brand”
This article explains the timeline of how the start of Adidas went from being such a small business to a multi-million dollar company.
It also mentions Adi, the creator of Adidas, and how he had been an athlete himself which is another reason why he was encouraged to make a high-quality sport-looking brand.
Lastly, it was the first time pop culture had viewed a huge jump over the merger of sports which influenced the Adidas brand to a large audience.
A conclusion that states what you think you will learn from the research conducted for this assignment as well as the impact the pop culture phenomenon you chose has had on the world.
Towards the end of this research, I got to learn more of how much an impact Adidas has on society, and how this brand has been able to succeed in promoting the product, along with the diverse ways they try to grab consumers’ attention into purchasing the brand.
The impact this brand has on society is towards today’s generation which stands out on what people wear and it also brings out the style in today’s fashion.
Anytime Adidas comes out with a new tracksuit or sneakers, it isn’t long before it’s advertised on social media and quickly a top-selling item because of the effect of today’s society.
Works Cited
- “History.” Adidas, https://www.adidas-group.com/en/group/history/.
- Jediar Changel. ‘Adidas & Their Impact on Consumer Culture.’ Archangel Scriptures. 06 Dec. 2010. 10 Oct. 2019
- Shah, Alap. “The Adidas Brand: Climbing Up Or Decelerating?” Forbes, Forbes Magazine, 5 Sept. 2018, https://www.forbes.com/sites/alapshah/2018/09/05/the-adidas-brand-climbing-up-or-decelerating/#2a0e284277f4.
- RushOrderTees.com. “Adidas: The Come Up of a Lifestyle Brand.” RushOrderTees, RushOrderTees.com, 8 Oct. 2019, https://www.rushordertees.com/blog/brand-marketing-spotlight-adidas/.
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