HOLISTIC MARKETING
A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.
In 2007, Adidas say that all Group athletic footwear factories became part of the reporting program. Factories new to the indicators recorded data with less accuracy than those that have already been working with the indicators for a few years. In 2007 Adidas saw an increase in the average consumption of key resources per pair of shoes since Reebok footwear factories joined the system and they have yet to improve environmental efficiencies, according to the company.
Adidas has been making waves, recently. Last week, the German sportswear manufacturer announced the biggest ad campaign in its history, featuring David Beckham, Katy Perry and Lionel Messi. Today came a big move in a different area: sustainability. According to CEO Herbert Hainer, the multi-year sustainability strategy will focus on “implementing environmental performance across our value chain is an important step to deliver sustainable operations over the long term.”
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