Here according to the requirements, the selected brand is “Adidas” which is iconic. And in this brand, we mentioned about the “Yeezy Shoes” along with the sneaker culture by using the different Avatar.  

Introduction of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

Brands are now becoming a very important part of our day to day life. How we connect with brands and they connect with us plays a key role in this. Brands marketing strategy nowadays focuses most on connecting people at a personal level, so that people can feel being a part of the brand, that’s why it is becoming imperative for brands to become a part of the culture. And doing so is very tricky. This brand has to be aware of what’s going on in the culture and they have to look at the additions they can do. Plus, they have to do it in such a way that it looks authentic (Yan & et al, 2011). 

Sneaker Culture was established somewhere in the 1970s and 1980s. A lot of factors played a role in its emergence. It includes an increased interest in basketball, hip-hop singers and sneakers, etc. Everyone wanted to dress like their favorite NBA stars and hip-hop singers. Nowadays sneaker culture has evolved a lot (Wallace, 2019).

Sneakers are now an important part of the culture that unites people across the globe. People are now accepting the idea you should wear what you feel comfortable in, especially at offices. Every now and then, you will see the CEO of a company wearing sneakers at the office.  

Interestingly, it is becoming very popular that celebrities are wearing sneakers at their weddings. (Chernatony & et al, 2014).

Over the years sneaker culture has changed a lot. Once it was all about your favorite players and the performance of the shoe but nowadays it’s more about visibility and status.  A lot of this can be attributed to the sneaker's brands. Sneakers are now available are easy. Celebrity collaborations have always been associated with sneakers. The sneaker brands have traditionally relied upon athlete’s basketball players in particular to sell sneakers. But that has changed a lot now. People are now following entertainment celebrities more and more and sneakers industry realized it very early on. These days the most famous shoe releases are from entertainers. It has made sneakers quite common, the general idea that you have to be an athlete to wear sneaker is no more there; you can be anyone who is curious about the fashion trends (Phelps, 2015). 

On 18th August 1949 by the Adi-Dassler the Adidas was founded, where the Company had the early rivalry with the Puma and they also entered into the bitter as well as fierce rivalry business after the spilled. The total sale of the Adidas is approximately 3 billion dollars in 1994, but in late 1995 the Adidas went in public with the stock. There was a tremendous success in the stock as well as it continues to trade with the internationally (Wright, 2019). In the first half of 1997, the net sale of the Adidas is posted approximately 40%. Amongst the world the ranked of the Adidas is very famous which is also having more than 92 companies that are innovative and the leaders in the world markets are very famous. The global production of the Adidas group is increased steadily; form the present to 2008 (jokaiye, 2016). It is significant to know that Adidas culture elements are very popular and to understand the connotation of the elements before the building of the Adidas culture which is very famous in the market.

The Culture metaphor of the Adidas is defined by them (Ambroise & Valette-Florence, 2010);

Symbols

Values

Rites

Rituals

Understand the communication of the organizational and the forms of the organization in culture has viewed into the two ways;

Looking at the culture as something in an organization

Considering the culture as something in an organization

Adidas is critically significant in the terms of the culture because according to Kennedy and the Deal the successful organization contains the different components defined as the “Strong Culture” (Nongo & Ikyanyon, 2012).

There are four component of the Strong Culture;

Beliefs and Values

Hero’s

Rituals and Rites

Cultural Network

Values of Adidas of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

Adidas has the solid set of the core of values which also sets them apart from the rest of their competition nowadays (adidas-group.com);

Dedicated

Global organization

Consumer-focused

Design leaders and innovations

Diversity

Passion

Integrity  

The important part of the people strategy is Diversity which is Adidas groups of values. The workforce is convicted by the Adidas that is made up of the individuals by the various ideas, interest, strength as well as culture where the background prerequisite for the success. Integration as well as diversity where the management is a significant characteristic for the employer choices plus it also holds the key corporate success. The cultural at Adidas is continuously shaped by the present and the past along with the aspiration for a future, where the fostering corporate of the cultural performances is the integrity and the passion along with the diversity through creating the environment which simulates the innovation for the team spirit and it is also achieved the string leadership along with the engagements of employees (Tipu, 2015).

Adidas Yeezy Boost 350 sneakers of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

By the narcissistic rapper Kanye West, the Yeezy line is deigned where the Sneaker boy of Sydney is allocated with the 18 pairs of the Melbourne and the CBD 23 pairs along with the 15 pairs of the Chadstone Melbourne. The last August, the demand for the Yeezy was so high where it is also intending to the buyers and it needed to win the ballot which is offered a chance to buy the pair (Lacey , 2016).

Adidas Boost: Sneaker Technology of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

There is an important boost that Adidas has been done, meaning in what way the Adidas changed the sneaker industry forever (WOOLF, 2018). The first Ultra boost of the Adidas looked into different as compared to anything in the market. In 2013 it is easy to forget as compared to running the shoes where it did not like and the bunch of prices has bright color along with the bulky Barr.

Adidas sneakers that marked the end of a pre-Boost era

In 2013 Adidas running the shoe that was not in the need of performances of overhauls, and in 2012 the year before the boost hits the Shelves and record wearing of the Adidas where the lightweight does not pack the squishy sole unit.

Adidas & Their Impact on Consumer Culture of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

For the millions of people, the basic vision of the Adidas is to create quality products, comfortable, as well as affordable. The impact of the consumer culture of the Adidas is changing when the different runners began their winning for the gold medals in an Olympics. There are more consumers who wear to Adidas because the more athletes won their races, and Adidas has a powerful impact on the advertising form the 1930s (Mahdi, Abbas, Mazar, & George, 2015). It is very impressive, in what way the Adidas managed the interleague who score the teams in the country of the world. To advertise the products Adidas always chose the best athletes like Dwight Howard and Derrick Rose.  For the Dwight Howard and Derrick Rose the advertisements shoe is depicted as the actor to persuading the consumer to buy their Yeezy Shoes.

 In the basketball wearing the shoes give the person better attributes; where the sports brand also endorse the athletes who are involved in the Scandal like the tiger woods that make the consumer change the brands. Creates the higher quality as well as perfection the Adidas is the best, and it is also begun to running the shoes which are also created the transition as the fashionable products that do not break the budget. In Sportswear fashion, then Adidas has the upper hand due to their endorsed for the athletes that could not up in the controversy, and the standards of the athletes must the model role.  On the planet, the longest and the most successful brand is the Adidas, where Adidas always know in what to appeal to the consumers (Jediarchangel, 2010).  

Elements of the brand culture of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

It is important to understand what constitutes brand culture before making about the culture of the brand which is very famous as well as reverent in a market. Whereas the Adidas culture consists of the Adidas philosophy, value of culture and the management (Carr, 2019). It is significant to know that Adidas culture elements are very popular and to understand the connotation of the elements before the building of the Adidas culture which is very famous in the market. Therefore the design, carrier quality trademark is also involved in the culture of the brand (Chegini & et al, 2016)

At the Adidas winning the culture is the biggest physical power. The core of the unique company culture is 3Cs.

Collaboration

Confidence

Creativity  

In the Company culture, confidence allows the athletes to make the quick decision in their field which is also reached on higher, and in the Adidas, the Confidence means that to acknowledge which we do not have the answer. But there are also has a risk to try new things, otherwise, we failed in the part of the learning. In the part of the collaboration, every athlete relies that their partner, mates, teams, coaches, as well as the nutritionist,  know that they are very stronger and they also winning as the one team to takes and open the dialogue for the inclusiveness as well as trust for each ability along with the talent’s.

 The importance of building a brand culture

For the Adidas culture, a consumer getting is more conscious by different establishments of the economy Market in Australia. Whereas the Adidas culture is the markets are the very necessary factor to win the success of the Yeezy shoes in the market and it is also facing strong competition. Then the ads often brand culture for the product value is very important and it also endows for the personality of the product that also meets the demand of the consumers (Turner, 2015).

Basically, culture is the DNA of any company where the company obtained its personality, and it is also defined as the value of the company. Therefore in the Company, the Culture is the social norms, rules, unwritten as well as unspoken behaviors which are the mindset which you reject and accept.   In Adidas, the workplace of the employees is the arena of the athlete which also creates the perfect condition for their best performances. If the Adidas attract and develop the performers which are also required and have their employees a good kind of environment which is also amplify on their talents. Adidas Creates the higher quality as well as perfection the Adidas is the best, and it is also begun to running the shoes which are also created the transition as the fashionable products that do not break the budget (Yeoman & McMahon-Beattie, 2018).

Case Study of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

Adidas’ superstar

During the 1960’s Adidas was a world’s leading footwear manufacturer. It achieved all of this taking into account athletes’ needs (Schmid, Dauth, Kotulla, & Leding, 2018). A “superstar” is Adidas’ one of the highest successful models which started selling in 1960. Adidas has always emphasized constant experimentation and collaboration with athletes as part of the strategy of making the best possible sports shoes. “Superstar” became immensely popular among the teens of the USA.  It was the shoe that was being associated it hip hop, which was a subculture that emerged in the late 1970s in the USA. Hip hop became immensely popular with the arrival of Run-D.M.C. who was the catalyst in taking New York culture into the global limelight. They always used to wear superstars which increased their popularity.  You can see Run-D.M.C wearing “superstar” in the picture below. 

The Run DMC also sang the song “My Adidas” which topped the charts in the USA.  This shows how hip hop and “superstar” helped each other in becoming a cultural phenomenon (Thompson & et al, 2006).

Conclusion of Choose a brand that you think is iconic. Explain why you think it is culturally significant and describe how you think it represents a brand as culture and a brand in culture.

The present work deals with the identification of culturally significant brand and how it can be improved. The significant role of sneaker culture is identified in the research that increased the interest in basketball, sneakers, and hip-hop singers. The culture of sneakers changes with the performance of all members and it depend on celebrity collaboration. One of the most famous company for athletic shoes is Adidas in the market. The report considers culture metaphors such as rituals, rites, values, and symbols. The process to understand the culture of an organization is further divided into two types including “Looking at the culture as something in an organization” and “Considering the culture as something in an organization”. The four components of strong culture include cultural network, rituals and rites, hero’s vision, and beliefs and values. The research concluded the impact of consumer culture on Adidas, brand culture elements, importance of building the brand, and case studies related to the services provided by Adidas and how customers are satisfied with their services