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Adidas marketer Hermann Seet: engage your consumers emotionally or lose them

Hermann SeetOne of the top regional marketers for sportswear brand Adidas has said that brands need to continually engage with consumers on an emotional level or risk losing them.

Hermann Seet, director of football category marketing, Southeast Asia and Pacific at Adidas, told Mumbrella that consumers are willing to pay $500 for a pair of football boots, but want to be engaged with content, and on a consistent basis by brands.

“If you look at what we’ve done in the past, it was a fairly typical approach [for a sports brand]. Our marketing was more about the tech aspect of the product than trying to bridge a emotional connection with consumers. Whatever we do now is all about being consumer focused,” he said.

Seet’s comments come as Adidas rolls out a series of street football events in Bangkok, Kuala Lumpur and Jakarta to launch the new X15 and ACE15 boots. The events, which pitch the new boots as for either controllers or disruptors of the game, reward the most creative team.

Be the difference“Consumers who don’t mind paying $500 for a pair of football boots will queue up outside a store, but they want to be engaged with relevant content. There’s a need to engage consumers continually – or we will lose them,” he said.

When Adidas launched the predecessor to the X15 and ACE15 boots, the Predator, the company used digital, social and consumer activation in shopping malls. “We took the brand and the product to the consumer, but it was in a mall setting. People could try the boot on, but it was not true to the game,” Seet said.

Adidas’ on-ground activation events in Southeast Asia will take the form of a two-on-two footsal competition in an urban setting. A recruitment van will be used to pick up players in the local area. Participants and spectators will be able to try on the boots during the events.

“Football can be played, anytime, anywhere and for most footballers, that’s how they started playing the game – on the streets, on a basketball court, with friends, having an impromptu game, maybe not even using a proper football,” Seet explained.

Adidas is running a video to promote the upcoming event in Jakarta.

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