Buyer Persona
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Part 1
The industry in which the Adidas Corporation belongs to is sports. The company targets
marathon runners who required lighter spiked shoes which would consequently improve their
performance and speed (Ivanovic, 2020). The direct competitor for the Adidas Yeezy shoe products
is Nike Metcon 7 AMP. This can be considered as the greatest competitor globally because it
dominates the world market when it comes to the manufacture of sportswear, and specifically
footwear.
Strengths
An Iconic Brand with a Legendary History: Adidas Corporation has built a strong and famous
heritage and historical past by influencing and changing various aspects of society throughout the
world over the course of its long and storied existence.
Brand Value: Adidas Corporation is one of the most affordable sportswear brands. According to
Forbes, it ranks within the 0.33 role with a logo value of $6.8 trillion.
Weaknesses
Expensive shoe Products: Adidas Corporation offers their products at a premium or exorbitant
price, which has pushed low-profit clients out.
Small shoe Product Line: Adidas' Corporation portfolio only includes the Adidas and Reebok
logos, limiting the company's offerings in terms of sportswear, apparel, and accessories.
Part 2
User Persona for Adidas Yeezy shoe: Tyson Beckford
Demographics
Tyson Beckford is a fifty-year-old actor and model from the United States. He was born in
the United States, in the city of Rochester. Beckford, like the successful female models of the
1990s, rose to fame and landed lucrative contracts. As a result, as a male African American, he is
one of the most successful supermodels of all time. He is an ambassador for Kicks 4 Lives, a non-
profit organization in Lesotho that provides holistic treatment and assistance to underprivileged
youth. Soccer is used to keep the youths interested.
Day in the Life
The primary daily activities of Tyson Beckford, according to a YouTube interview, are like
those of an average guy (Tyson, 2021).He goes to the gym for work out then takes a shower after
exercising. He also prepares his meals, reads books daily, and plans for his work. His daily
schedules include red-carpet appearances. Lastly, he maintains his wardrobe by making it sensible
and simple when he is off the runway.
What do they value most?
Beckford values many things, such as his health and image. He goes to the gym daily to
keep his body fit. Despite being divorced, he cares for his son as a normal father would. He also
values success since he works carefully to accomplish that everything he touches succeeds.
Lastly, Beckford also values his appearance, and he is sensible when choosing what to wear.
Problems to be solved with Adidas Yeezy
Since Beckford values most how he appears, Adidas Yeezy would be a great fit for his
appearance. The Adidas Yeezy would boost the problem of his appearance since the sneakers
have become extremely influential and coveted due to several factors, including celebrity
endorsement.
Where does your buyer get information?
The buyer might learn about Adidas Yeezy from a variety of sources. The Adidas Yeezy Company
has used social media channels such as Facebook to promote its products. There are also
newspaper and web articles on Adidas Yeezy that buyers can read to learn more about the
sneakers. Furthermore, because Adidas Yeezy is a well-known product, the buyer can obtain
information from friends and close celebrities who have purchased the item. Finally, Adidas Yeezy
has a website where buyers can view all of the manufacturer's details.
The buying experience that the product’s target is looking for is through websites, social
media, and friends or fellow celebrities. The customer can easily be persuaded to buy the product
this way. These technologies will assist buyers in identifying their needs, providing solutions that
address those needs and making the product buying process simple.
Common objections (questions) to purchasing the product/service
The common objections in purchasing the product include a lack of urgency by the client
since the product is not a priority for most clients. The last objection is the lack of need by the
client.
Part 3
The category's indirect competitors include other shoes which do not belong to the
sportswear category. The footwear manufactured by Adidas does not necessarily end up being
used in sporting activities. Customers can purchase them as a fashion statement due to brand
loyalty or just for brand affiliation. However, such customers can still decide to purchase other
stylish shoes from reputable brands which are not within the sports industry and the shoe
category, such as Clarks, oxfords Gucci, and so on (Chu, 2020). This offers the category an
indirect competition. The second indirect competition comes from customer behavior or
attitudes towards Adidas' shoes. They may decide to go for cheaper shoes which can serve the
same purpose or even forego the purchase.
References
Chu, J. (2020, July). Factors Affecting the Purchase Decision of Sneakers in Post-90s Consumer
Groups. In International Conference on Applied Human Factors and Ergonomics (pp.
480-487). Springer, Cham.
Ivanovic, D. (2020). Is China the future market of Adidas (Doctoral dissertation).
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