Adidas fragrances
Known mainly for its sports approach to men’s aftershaves, Adidas has had many successful fragrance launches over the years, as it had already managed to build a name early through the international sports market as a trusted and fashionable sports brand.
When Adidas collaborated with Coty to produce fragrances, the direction that the collaboration took was predictable, yet logical, as there was something of a gap in the market for a ‘sports’ fragrance brand.
With notable scents such as Coty Adidas Dynamic Pulse and Victory League Aftershaves, it was clear that the sporting message was carried across the titles of their fragrances as well as their advertising and marketing - and now their limited edition launches.
For example, in time for the Olympic Games 2008, Adidas, along with Coty, launched two new fragrances for the occasion hitting the shelves in July 2008. These limited editions were Adidas Passion Game for Men and Adidas Energy Game for Women.
The men’s fragrance boxes were also designed especially for the occasion with red packaging, meant to be a cultural reference to China, with the year ‘2008’ drawn in Chinese ideograms on the front of the product.
The women’s fragrance boxes were in the iconic yellow colour of China, historically thought of as the colour that denotes privilege with rulers of the country.
