Adidas targets new breed of consumer

 

What comes after Generation Z? Generation AB if the Kiwi arm of sports giant Adidas is to be believed. The sports retailer has identified a new breed of consumer not yet targeted by other apparel brands with its latest ploy to target those barely out of the womb.

In celebration of its long-standing partnership with the country's national rugby union side, the brand has come up with a unique initiative that sees every child born in the rugby-mad country on a test match day issued with a special edition All Blacks jersey.

The concept is part of the brand's larger 'Birthright' 2008 marketing campaign aimed at putting the focus back on New Zealand children and the significance of the All Black jersey.

Adidas New Zealand marketing manager John said the campaign also aimed to recognise all children as "superstars of the future".

"What better way to start your lie than being given your first All Blacks jersey. We believe the team has such a strong affinity to New Zealanders because it is our national game and as a small nation the All Blacks always perform well above our representation in the world and New Zealanders and fans are proud of that."

While he would not disclose the cost of the campaign, Beckett said on average there were about 150 babies born in New Zealand on any given day. With seven test matches in New Zealand in 2008, the brand expected to deliver around 1050 jerseys.

Adidas' All Blacks baby apparel range includes an 'All Blacks kit' featuring shirt and shorts sized from zero while the All Black jersey started in a size two and went all the way up to adult sizes. The baby kit retails for $A48 while the infants jerseys sell for $A72.

Beckett said the brand was currently working across a host of other campaigns for its running, women's. training, football and originals categories with the next event-focused campaign based around the Auckland Marathon.
Adidas' contract with the New Zealand All Blacks runs out in 2011.

By Tracey Porter