Final answer:
Adidas introduced sub-brands like 'Performance' and 'Neo' to target specific market segments with tailored products, as a response to the evolving advertising landscape described by Naomi Klein in 'No Logo'.
Step-by-step explanation:
Adidas introduced several sub-brands, including "Performance" and "Neo", as part of its branding strategy to cater to different market segments and consumer needs. This diversification allows Adidas to target various demographics and preferences effectively. For example, 'Performance' focuses on functional sports gear for serious athletes while 'Neo' targets a younger, fashion-forward audience.
With changing advertising practices highlighted by Naomi Klein in her 1999 text, No Logo, companies are seeking more synergistic advertising strategies. This includes making sure consumers receive consistent branding messages across different platforms. Adidas' sub-brands enable the company to market its products more precisely, which can be seen as a response to the evolving landscape of corporate branding and advertising.