Ahead of London 2012, the 'Take the Stage' campaign is Adidas' promotion to find 32 young British and unknown talents in sport and music through the social media sharing network, and in particular “ stimulate audiences aged 14-19 to drive brand preference. Adidas is targeting its audience with #takethestage, giving Adidas the foundation to make its brand campaign a trending topic on social media media such as Twitter and YouTube. Social media helps find talent for "Project 32"#takethestage and use its vast network of users to help create buzz, making the 32 selected feel what it's like to be globally recognized British talent. Social media is undoubtedly the most effective way to market the #takethestage campaign and the Adidas brand as they have produced more than "8 million views of their content on YouTube with 2.5 million views from young people aged between 12 and 24 year olds”7, “128 million views on Twitter” impressions”7, and an increase in “Adidas Twitter followers by 25%”. Adidas' success as a brand at the London 2012 Olympic Games did not come easily. Any product is useless without the right marketing mix, but Adidas had the right mix to give value to their brand and product. Adidas had a clever marketing strategy: build global promotion for its sports products around the world and among young people, while creating sentiment