Adidas has been one of the most well-known brands in the entire world. They launched this advertisement for the new colorways of their different soccer cleat silhouettes and it remains one of their most interesting commercials.

The signifier in this advertisement is the creative imagery as well as the words from some of the most popular soccer players in the world. The commercial does a great job of constantly grabbing the attention because of all the colors and moving images they use to represent the play styles of the Adidas athletes. The signified is the athletes they show representing Adidas, they are meant to represent the creative visuals as well as the words they are saying about what it means to wear Adidas cleats. The sign is the cleats themselves, or boots as they call them in the commercial. All the Adidas athletes are speaking about playing a different way if you want the cleats they wear, essentially playing like the professionals if you want to wear the cleats they do. The goal of Adidas here is to make younger players want to get their cleats in order to play like the professionals. A lot of those players are some of the best in the world so if a kid that follows soccer sees what type of cleats their favorite players wear they will want to wear them as well. It seems as if Adidas is trying to create an identity for the players who wear their cleats. They want players firstly to buy the cleats, and ultimately try to emulate the professional athletes on the field. However, Adidas isn’t necessarily trying to say for the customer to become the same as for professionals, they are just getting the athletes to creatively talk about what players who want these cleats must do on the field. They use more abstract phrases that are open to interpretation which is the premise so the players who buy the cleats can interpret what the professionals mean, on the field. Thus, the consumer creates their own identity while still following guidelines from the professionals.

I think Adidas does a good job trying to sell their product while remaining creative. They show athletes that are popular in the sport of soccer speaking about how they play in Adidas cleats so we, the consumer must do the same. This tactic is common in advertising athletic footwear, but I feel as if Adidas did something different by creating so many visuals that represent how you should play with the cleats on. The product looks visually appealing as well because the colors used in the advertisement are the same as the colors of the cleats. A lot of them are bright and stand out and I think standing out on the field is what Adidas hopes to accomplish for the customer.