Every **weekend morning**, as I take my faithful dog, Boris the Blade, on his routine stroll, we’re greeted by a phenomenon: a legion of fitness enthusiasts racing towards us. In my hometown of Stockholm, these **predominantly middle-aged men and women**, cloaked in sweat-wicking textiles and advanced footwear, have transformed our streets into a vibrant running route.
It’s not just an isolated sight. As Boris sniffs his usual spot, I’m struck by the **unprecedented running boom** taking over the city. Could this surge be attributed to **masterful marketing** strategies, perhaps even some of the **best commercials of the 2020s**? Check them out here!
Interestingly, Adidas faced a similar plight, investing **77% of its marketing budget into direct response campaigns**, only seeing 35% of its revenues linked to these efforts. On the flip side, the **23%** spent on brand building accounted for **65%** of its revenue. Between 2019 and 2023, Adidas was the **only major sports brand** to witness a **drop in global market share**.
As established brands stumbled, innovative newcomers like **Hoka** and **On** burst onto the scene, grabbing significant market share. Advanced measurement tools, like **Funnel**, might have guided Nike and Adidas away from their miscalculations, but hindsight is always 20/20.
Fast forward to **2025**, and both giants appear to have recognized their missteps. Nike is revisiting its roots with authentic brand-led communication, emphasizing that **”Winning is not for everyone.”** Meanwhile, Adidas shelved its long-standing slogan, “Impossible Is Nothing,” in favor of the uplifting message, **”You Got This.”**
New Balance is tapping into the rich diversity of running, inspiring the message to **”Run Your Way.”** Other brands, like On Running, have partnered with unexpected icons like **Elmo** to remind us that **”Soft Wins.”** Asics, too, turned to actor **Bryan Cox** to engage a more holistic focus on **mental health** with their “Move Your Mind” campaign.
As brands adapt, several lessons emerge from this dynamic marketing landscape.
01. **Differentiation Matters**
The first lesson is crystal clear: **investing in your brand pays off**. While performance marketing is vital, creating a distinct and memorable brand identity cannot be overlooked. The advertising landscape, dominated by Nike’s mantra of ‘Just Do It,’ reveals a **shift as brands strive to stand apart**.
Amid a heated **debate** in marketing circles about **Distinctiveness vs. Differentiation**, it’s essential to find a balance. A focus on both can accelerate a brand’s growth, as seen with Adidas. The brand’s shares have surged **160% since 2022**, bolstered by an impressive **12% sales increase**. Successful brands like Adidas invest heavily in impactful marketing strategies, outpacing Nike in market share gains.
Research by Kantar indicates that brands with a strong distinct identity are **four times more likely to grow**. They position themselves uniquely in their respective markets, ensuring they resonate with customers. Check out Kantar BrandZ’s findings for more insights.
02. **Brand-driven Pricing Power**
The second takeaway highlights the significance of **pricing power**. Between 2010 and 2023, the average price for running shoes increased by 2.9%, matching general footwear trends. However, the introduction of **carbon-plated shoes** by Nike has shaken up the market. This innovation allows brands to command a **premium of 65%** above standard shoe prices.
With global sales of carbon-plated running shoes reaching **$12.2 billion in 2023**, it’s evident that consumers believe in the value of performance-enhancing innovations. This bold pricing strategy hinges heavily on the **brand’s reputation** for delivering quality. Brands that capitalize on this storytelling can thrive, as illustrated by Hoka’s meteoric rise in the category.
**Yo Running Club**, founded by artist Daniel Adams Ray, exemplifies how blending **style with performance** can form a passionate community. As a partnership with adidas, they create content that resonates deeply with audiences, showcasing how a strong local presence can elevate brand authenticity.
03. **Community Engagement**
Lastly, the importance of **community** cannot be overstated. Modern brands are finding success not just through celebrity endorsements but by fostering genuine connections with their audiences. By supporting grassroots movements and local clubs, brands can cultivate **loyalty and authenticity** that traditional marketing struggles to achieve.
Herein lies the essence of modern branding: successful brands blend **aspiration with authenticity**. Articulating a clear brand position, leveraging pricing power effectively, and embracing community engagement can drive lasting success. Who knows, with the right strategies, you might soon witness substantial business growth in your endeavors!
For further insights on brands navigating the current landscape smartly, check out the **best rebrands of the 2020s** and the **best logos of all time**.
