China has always been labeled a collectivist culture. Every marketing textbook I’ve read has described it as a country that does not value individualism. This adverse stereotype has made companies cautious in how they market to China.
Adidas decided to challenge this stereotype in their latest campaign: One in a Billion. Their new global lead creative agency, 72andSunny, took over production of this video and did an excellent job on their first Chinese campaign. The message is: “Among a billion in China, there is only one you. Your creativity is what sets you apart in sport and in life.”
Not only does the campaign show us that any form of athleticism can act as an expression of someone’s individuality but it also takes a knock at rival, Under Armour. The first scene in the refers to UA’s “Rule Yourself” campaign. While UA keeps the synchronized, robotic army theme throughout their campaign Adidas breaks off and positions itself as a brand for creative athletes.
Adidas while showing individuality still conveys the Chinese loyalty to their country by using famous hometown athletes including Olympic volleyball player Hui Ruo Qui and swimmer Ning Ze Tao. This campaign is the first of many for Adidas as they strive to break out of the mold in China and a good start it is.