Abstract
This document presents the advertisement campaigns of Reebok and Adidas. Perhaps the most important reason for choosing these brands is that both companies target the same segment of the sportswear market; they aim to sell their products to young, urban and modern followers of fashion and not necessarily avid sportspeople, although Adidas is far more sports-oriented than Reebok. Another reason for my choice is that both campaigns are the biggest campaigns launched by the groups in the last decade. I found both advertisements to be particularly inspiring and persuasive in their own ways. The recent acquisition of Reebok by Adidas irrelevant to this study as the companies is kept separate and continues to pursue entirely different marketing strategies. I would like to introduce the two advertisements that I have chosen. The first is the "Impossible is Nothing" advertising campaign by Adidas and the second is that of Reebok, the "I am what I am" campaign. I would like to point out that, despite the fact that the Reebok advertisement was extracted from a magazine for men and features only male athletes, both campaigns have their respective male and female sections and neither attempts to target males or females in particular; they are indiscriminate of sex as they simply seek to portray the brand image in a new, proud and aggressive light. Along with Nike and Puma, Adidas and Reebok form the Big 4 of urban sports and street wear.
