Brand strategy case study analysis from @tatumbrandt
The creator analyzes and compares the marketing strategies of Adidas and Puma as they target niche fitness communities. She explains the 'niche at scale' framework, detailing how Adidas is embedding itself in the CrossFit community through athlete summits and community-building, while Puma is focusing on product engineering for the Hyrox community. She concludes by emphasizing the importance of community buy-in over mass reach for building brand equity in fitness.
Creator: @tatumbrandt on Instagram
Transcript
Adidas and Puma are quietly waging war in the functional fitness worse, and that is because big brands are going niche. Let's talk about it. Okay. You might have noticed alongside their mass campaigns and big budget athlete bad, I've noticed these big brand giants like Puma and Adidas deploying what I've been calling this niche at scale framework, and it's how massive legacy brands are better themselves in niche communities like CrossFit and High Rocks without looking like tourists. Adidas is go
Topics: Brand Strategy, Marketing, Sports Marketing, Fitness
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