The Adidas Group aims to be the global leader in sportswear. Founded in 1924 and headquartered in Germany, Adidas has 39,000 employees worldwide and sells athletic apparel and footwear. To compete with Nike and increase brand awareness, Adidas' goals are to improve consumer relationships and make customers feel part of the Adidas family. The company plans to launch a "How Do You Shine?" social media campaign with online contests, videos, and discussions to connect with users aged 12-29 and showcase how Adidas athletes shine. Progress will be tracked using web and social media analytics.

1. The Adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.

2. Who is Adidas? Founded 1924 HQ – Herzogenaurach, Germany Opened in the United States in 1968 39,000 employees worldwide Athletic apparel

3. Challenges and Goals Challenges Compete with Nike Increase Social Media Awareness Generate interaction between Adidas and consumer Goals Increase Brand Awareness Better relationships with consumers Allow consumers to feel like part of the Adidas Family

4. How Do You Shine? Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine as children do. It's not just in some of us; it is in everyone. And as we let our own lights shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.

5. Social Media Attack On-line contest Videos showing how people use Adidas to Shine Prizes to winners National Contest

6. How Do You Shine Fan Page Connect with users Link to other Adidas pages Weekly contest Discussions Pictures and movies of Adidas Athletes showing how they Shine How Do You Shine Follow All Adidas Pages and athletes Post links to other Social Media pages Post updates for contest

7. How Do You Shine? Weekly Posts How Adidas Athletes are Shining Adidas events “Shining Star” of the week Guest Bloggers Top Video of the week SEO Focus on Target 12 – 29 year olds male and female

8. Channel – How Do You Shine? Videos of Adidas Athletes Videos of Finalists/ Weeks top What it means to Shine Athlete Interviews Official Upload For contest Contest rules Links to all Social Media

9. Tracking Productivity Traffic to website and blog # of followers for Facebook, Twitter, YouTube Google Analytics for Google Adworks Track comments for Social Media websites

10. Budget and Timeline