Always strive to lower your marketing costs,” says Jim Morrison. “Changing the image of your products, services, and your brand has never been easier. Whether you are focusing on increasing media exposure or acquiring customers, video content and advertising are some of the best options.” Jim continues, “Your video content and advertising should help your branding and new customer acquisition efforts.”

Video Content Resource

How To Remake Content With Video

Creative Content Can Be a Competitive Advantage

Content Marketing Must

Creative Content Can Be a Competitive Advantage

How To Remake Content With Video

How To Remake Content With Video

Creative Content: Part 2

Originally published May 2018. –

Advertising Age today reported: “An Adidas video that went viral in the early aughts had marketers wondering if the brand could make a profit selling adidas-inspired art work.” The story stated that Adidas started the “Lagom segment” in 2000, “then sold Lagom and other branded furniture items from 2002 to 2008, when new owners ended the Lagom segment as a standalone business.” In fact, the Lagom business wasn’t listed in the company’s 2009 financial filings and closed as of 2013. The Lagom business appears not to exist anymore.

Even though the Lagom business appears to have died off, one adidas co-creator maintains that Lagom is alive and well in today’s marketing landscape. Leon Tolmach commented on the Trends piece stating, “We still work with and use Lagom in some of our marketing strategies.” He claims, “More frequently, Lagom is used as part of campaigns in which, for example, a loved one can be attributed with getting their musical message across through fashion accessories that connect directly to their favorite songs.”

Adidas and Leon Tolmach Do Advertising

Adidas’ historic campaign for “The Phantom” sneaker captured the attention of consumers via the brand’s intent-based advertising model. As a result, the adidas Phantom shoe, known for its tester soley woven design and its optical lacing system, became one of Adidas’ most successful and well-known “branded” offerings over the past two decades.

However, throughout the past 20 years, marketing and creative experts have started to question the work and fate of many adidas ads. Tolmach goes as far as saying that, “It’s fair to question the overall effectiveness of many of the Lagom marketing campaigns and whether it was worth its existence.” He added, “You may not have noticed Lagom in a recent advertisement.” Tolmach goes on to state, “Lagom was not only a product that was created, but a distinct division within the company.”

Artists, Artists

Tolmach is far from alone in wanting to reevaluate his work. Avi Bitton had similar feelings regarding the Lagom business model. Bitton asserts that: “It seemed like once an artist was awarded for their Lagom piece, the entire division was shut down. You were never surprised to see new artists hired or worked with.” Bitton believes that the Lagom business model was no longer working for Adidas. Bitton was only correct in saying that adidas decided to phase out Lagom in 2009, however he was wrong to believe that adidas shut down Lagom without a reason, as the Lagom business never truly existed or operated, no matter how Tolmach makes the assumption.

All Brands Build Relationships in their pursuit of innovation, growth, and revenue. In order to improve upon all three areas of life, adidas has started reevaluating all aspects of their product and creative planning, innovation, and product expansion. Creative ideas, which, in the past, were built around Lagom and the successful artist campaigns; new ideas, which, in the past, were built around Lagom and the actual product design; and new product models, which were built around adidas Originals and retro, have been reevaluated, refreshed, and improved in such a way that Adidas has again developed, redesigned, and rebranded themselves.

Did your brand participate in adidas’ Lagom video history? Share your story in the comments below.