‘We make a good team my Adidas and me’


You might be forgiven for thinking this line was the result of a carefully crafted marketing campaign, with a team of copywriters and brand managers spending hours slaving over the words.

You’d be wrong. These are actually lyrics from ‘My Adidas’, written by Run-D.M.C in 1986 and featured on the album Raising Hell. Why write a song about sneakers you might think? Because according to interviews from the time Run-D.M.C simply loved Adidas. The relationship did soon after turn into a paid partnership, and not a cheap one to boot but for Adidas it was likely to have been worth every penny, especially at a time when the competition with Nike was hotting up.  As a marketer this love of a brand from anyone with influence is one of the best forms of marketing you can get, especially when the person in the public eye shares the same values as your brand and appeals to your target audience.

In this social media dominated world it is easy to forget that there once was a time where not every single item of clothing, beauty product, car, food or drink etc that was worn, eaten or sat in was captured on camera and examined by millions of potential buyers in a matter of seconds. Hard to imagine but these were the days when traditional marketing methods had to be relied upon, and therefore anyone in the public eye that loved a specific brand was gold dust. Things have of course changed but the principles of advocacy remain the same. So what can we learn now we are in a modern world of mass marketing and the army of influencers (and their audiences) continues to grow?

  1. Who loves your brand?

Do your research thoroughly, there will be people with a solid social media following that love your brand. Many of them won’t demand huge budgets to work with you. The trick is to find them and treat them as a partner in building campaigns and content. The more genuine the partnership the more believable for your consumers.

  1. Know your audience

Who do your audience respect and follow? Who will they want to listen to? Make sure you are working with people that have the same values as your brand and your customers.

  1. Measure success

How do you know if your efforts are working? Ensure you have tracking and measurable & meaningful KPI’s established before you start working with influencers. Once you have results use these as benchmarks to enable you to continue measuring success.

Photo by waqar khalid on Unsplash

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