Audience Perception of Adidas’ Leveraging of Lionel Messi’s 2022 World Cup Success as a Marketing Strategy

Joel Joseph Johannes Hasibuan, Drs. I Gusti Ngurah Putra, M.A.

2025 | Skripsi | Ilmu Komunikasi

Penelitian ini menelaah bagaimana Adidas memanfaatkan kemenangan bersejarah Lionel Messi pada Piala Dunia FIFA 2022 untuk memperkuat citra merek dan memengaruhi persepsi audiens melalui kampanye di Instagram. Dengan pendekatan kuantitatif deskriptif, data dikumpulkan melalui survei online kepada pengguna Instagram yang mengikuti Adidas. Hasil penelitian difokuskan pada tiga dimensi persepsi audiens, yaitu kesadaran merek, respons emosional, dan keselarasan citra merek. Analisis statistik deskriptif digunakan untuk mengidentifikasi pola persepsi, dengan mempertimbangkan faktor demografis seperti usia dan jenis kelamin. Penelitian ini memberikan kontribusi pada kajian pemasaran olahraga dengan menyoroti peran endorsement selebritas dalam membentuk keterhubungan emosional dan citra merek, serta menawarkan wawasan praktis bagi strategi pemasaran melalui pemanfaatan momen pencapaian atlet di media sosial.

This study examines how Adidas leveraged Lionel Messi’s historic victory in the 2022 FIFA World Cup to enhance its brand presence and influence how audiences perceive the brand through Instagram campaigns. By capitalizing on Messi’s achievement, Adidas aimed to establish a deeper emotional connection with audiences and reinforce its brand values of excellence and resilience. The research focuses on audience perception across three dimensions: awareness, emotional response, and perceived brand alignment, providing a comprehensive understanding of how audiences interpret Adidas’s marketing efforts. Using a quantitative, descriptive approach, data was collected via an online survey distributed to Instagram users who follow Adidas. Respondents were asked to share their perceptions of the brand’s marketing campaigns featuring Messi, including how they recognized the association, the emotional impact of the partnership, and whether Messi’s image aligns with Adidas’s brand identity. The data analysis employs descriptive statistics to identify trends and patterns, with demographic factors such as age and gender examined to contextualize variations in audience perception. This study contributes to the field of sports marketing by exploring the role of celebrity endorsements in shaping brand image and audience engagement. It highlights the strategic use of social media platforms like Instagram to amplify the impact of high-profile athletic achievements. The findings are expected to reveal how Adidas utilized Messi’s global influence to enhance brand awareness and audience connection, offering practical insights for brands seeking to optimize athlete endorsements in their marketing strategies.

Kata Kunci : Adidas, Lionel Messi, Brand Awareness, World Cup 2022, Audience Perception, Marketing Strategy