Adidas : Adidas ' Current Official Logo

Environmental, sustainability and social responsibility reports are always created for vast amounts of companies around the world. Adidas and Nike are huge competitors in the sports manufacturing industry. Adidas is the second largest manufacturer of sporting equipment and clothing in the world behind the American company known as Nike. Adidas’ global headquarters is located in Herzogenaurach, Germany while Nike’s headquarters is located in Beaverton, Oregon. Adidas was first founded in the year 1948 and Nike was first founded in 1964. These two

Globalisation refers to the process of interaction and integration among the people, companies as well as governments of countries around the world, particularly in terms of trade, investment and technology. The process of globalisation, has profound impacts on the environment, culture, political systems, economic developments, prosperity and human physical well-being in the societies around the world.

Adidas was founded in Germany in 1920.it became an important supplier of footwear after Second World War. Later, it expanded its footwear line to include fringe sports. While Nike is the global leader in athletic shoe market, Adidas is nothing more than the second place in that market because it started its business in the field of soccer shoe market. So, Adidas could not handle the whole athletic shoe market. Later on, Adidas wanted to expand its capability on the shoe market. In order to satisfy the market’s need in depth, Adidas also went for the basketball market.

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

Adidas: a German multinational corporation that designs and manufactures sports shoes, clothing and accessories headquartered in Herzogenaurach,

Adidas was founded in the early years of 1924, at that time it bared the name Gebruder Dassler Schuhfabrik. Its founder was named Adolf Dassler he was a German by origin. The company mainly dealt with the design and manufacture of sporting shoes, clothing and accessories. Adidas is the largest company in Europe. It has companies under it, these companies are: Reebok, Taylor made-Adidas Golf Company, a piece of Bayern Munich and Runstatic.

Adidas three stripes has a meaning which represents the goals and aim of a mountain, that signifies the future of Adidas lying ahead. The three stripes was then engraved to the shoes in 1967 which became gradually a worldwide popularity in the year 1971. Since then they have changed the logo to the current Trefoil logo. Years later Adidas merged up with Solomon to come up with a new design that features two different colors which was the blue and red. The blue color represents Adidas while the red color represents Salomon. Both colors are identified significantly as Adidas products (Famouslogos.us, 2012).

Adidas is a large and renowned company around the world. It ranked second after the Nike Company. The company focuses on the manufacture of sporting goods such as shoes and clothing, and others.

Adidas is the leader of sporting footwear in Europe. On the global front, it ranks second, being that their products have markets in at least 200 countries around the world. Apart from footwear, today Adidas designs, manufactures and markets accessories and clothing related to various sporting activities. The parameters that are used in the analysis are namely; executive summary, short-term financial plans, existing capital expenditure, dividend policies, and recommendations.

Adidas was founded by Adi Dassler on August 18, 1949 in Herzogenaurach, Germany. Adidas has been in business longer than Nike, they have had their logo since the inception; thus, the three stripes on the side of their shoes. In Spring of 2015, they came out with their new strategic business plan called, “Creating the New”. The focus was on Cities, Speed, and Open Source. According to Herbert Hainer, the CEO at that time stated, “The company is working every day to inspire and enable people to harness the power of sport in their lives (Adidas Group, n.d.). Adidas current competitive strategy is not the same as Nike’s competitive strategy. In October 2016, Kasper Rorsted became Adidas’ current CEO. He believes health and fitness will continue to become a lifestyle not a fad. Furthermore, he wants to expound the three clear strategic choices: Speed, Cities, and Open Source.” They are more focused on the broad target market, a low-cost provider strategy. In March 2017, he updated the focus for Adidas to include “Corporate Culture, Digital, One Adidas, North America and Portfolio.” (Adidas Group, n.d.).

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.

Adidas is the second largest sportswear and apparels manufacturer (Dogiamis & Vijayashanker, 2009). By far, Adidas holds a market share of 22% (Dogiamis & Vijayashanker, 2009). Adidas had also registered the infamous ‘3 stripes’ as its trademark (Berntson, Jarnemo & Philipson, 2006). The founders of Adidas, Adolf and Rudolf Dassler had the vision of providing athletes with the best suited pair of shoes for their respective sports (Dogiamis & Vijayashanker, 2009). In efforts of achieving that, Adidas is had used the strategy of collaborating with important athletes to gain their insights on the products offered (Berntson, Jarnemo & Philipson, 2006). This contributes to the fact that Adidas had earned

Today, the adidas® product range extends from shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf . adidas®, like many companies during the 1960s, believed in large volume sales. Lot of effort was put into advertising the brand in the early days through sporting celebrities. One of the main reasons that the colour of the 3 stripes on the running shoes was changed from black or dark brown to white was to facilitate easy brand recognition and identification, which in turn would promote the overall sales. The ideology was that the ability of a brand to stand out in the market place will enhance its chance of standing out in the customers mind. adidas® produced shoes that could be used for different types of sports.

Another definition would be that: “Globalisation describes a process by which national and regional economies, societies, and cultures have become integrated through the global network of trade, communication, immigration and transportation.”4