Question

Even in the face of such tough and growing competition, Adidas still enjoys high brand loyalty among older Europeans. The company recruits young people and pays them to wear Adidas shoes in public. This is an example of:

1) Product placement
2) Celebrity endorsement
3) Influencer marketing
4) Brand ambassador program

Answer 1

Adidas employs a Brand ambassador program by paying young people to wear their shoes in public, leveraging the trust and influence these individuals have among their peers to promote their products.

Step-by-step explanation:

Adidas's strategy of recruiting young people and paying them to wear Adidas shoes in public is an example of a Brand ambassador program. Unlike influencer marketing or product placement, brand ambassador programs involve a more formal and often long-term relationship between the brand and the individuals who promote it. These individuals, often popular students engaged in high-profile activities on college campuses, wear or use the company's products and promote them among their peers. This marketing approach relies on the philosophy that consumers are more likely to trust recommendations from people they know, which is why companies often invest in brand ambassadors as they can bring a higher value to the company.

Some ethical considerations that emerge from such practices include whether or not brand ambassadors should disclose their relationship with the company, especially in face-to-face interactions which might be perceived as more genuine than online promotions.