IMC, otherwise known as Integrated Marketing Communications, attempts to combine, integrate, and synergise different elements of the promotional mix, so to consumers, messages through a variety of mechanisms look, sound and feel alike’ (Kitchen and Pelsmacker, 2004). As any brand, Adidas has a mission to expand its market position. The online website aims to do this through direct marketing, with the option to sign up and become part of the future alluring all customers to feel more exclusive and privileged to the brand as highlighted in image four. Through signing up, customers are able to hear about all exclusive content, offers and newsletters direct to them similarly to their Instagram page. Another approach, which is the most prominent out of the promotional mix that integrates the Adidas business is the use of events and sponsorship. The brand is well established since sponsoring many football teams and the Olympics occurring in 2012, to more recently signing a £750 million deal with Manchester United to start from 2015 (Sport, 2014). Nike neglected this offer due to the company requesting too much money, but Adidas immediately took their place; a prime example of holding competitor advantage. The Instagram and website are the first to showcase these dealings with the ability to share this information across all the brands social promotional platforms. Instagram has a feature where customers can comment, like, repost and share, developing the brands online presence proving to be reliable. ‘60% of the general population say the integration of social media makes them more likely to share products or services’ (Community.edu, 2014)