Adidas International Global Media Manager Essay

Adidas is one of the most famous manufacturers of top-quality sporting goods. It is the market leader in sporting good alongside with its competitive rival Nike. It also consists of Reebok Sportswear Company.They produce different types and variety of products to all age categories such as bags, shoes, shirts and more. The Adidas group, headquartered in Herzogenaurach (Germany) started in 18th August 1920 by Adolf Dassler. Adidas witnessed its first international success in 1954 and that is when the German have won the soccer world championship. Adidas has 169 branches worldwide and total revenue of 11.9 M Euros. Adidas is well known of sponsoring many sports events such as world cup or Olympics in addition to the use of its products

Since being founded in 1962, Nike has grown from a small fledgling shoe retailer into a world-wide corporate giant. During its first year, sales for Nike were $8000, but as of November 30th, annual sales for Nike were over 12 billion dollars. (hoover) Although Nike already dominates the sporting world, there are many opportunities for growth. According to our research, key strategic challenges facing Nike are increased competition from Adidas with their technological shoe, the Adidas One, and a potentially fatal inability to enter a new growth market such as the extreme sports market. Our recommendations to help Nike confront these challenges consist of developing a product to remain competitive with Adidas, and also an aggressive move

In 2015 Nike announced that they plan to grow its online and e-commerce business to $7 billion by the year 2020. Mark Parker, current Nike CEO, says the potential for $7 billion in sales is there but the company needs to the target audience to adapt to the new advertising strategy that Nike has begun to implement. Nike is focusing their attention on their new Nike+ app. Since the summer of 2015 Nike has received positive feedback about the app and the company plans to advertise and sale products through Nike+. Parker is relying heavily ads on the Nike+ app and mobile sales to take Nike to a new level, he’s quoted as saying, “Mobile innovation and personal services are dominating the landscape, that’s why we need to invest in integrating digital and physical retail seamlessly, giving our customers better access to the products that they want”.

Nike is a multimedia company across the world, known for providing footwear products, sports equipment and lines of apparel that creates the existing brand. Over the years, with the rapid expansion of technology that has led to an advanced world we are living in now, creation of computers and social websites is what have allowed many firms to benefit in variety of ways. Firms can achieve attracting wide range of consumers, this is because of the wide spread of the internet that lead business into operating much effectively and efficiently. Hence leading to advertising through social media becoming less costly. Many firms including Nike has enabled to reach a wide range of customers through most effective social channels like

Having created many types of sports products and sportswear. Adidas today is very well-known throughout the global market (Stark, 2012). Despite their production of other products, Adidas is still best-known for their production of

Adidas have an objective of being the world’s best sports brand which shows great ambitions. They have maintained a great image therefore they have a lot of popularity and brand recognition. Adidas have a strong market

Being the 61th ranked brand amongst the World’s Most Valuable Brands and having more than 92 innovative companies, Adidas has positioned itself as the leader in the world market. Adidas is world renowned for its sports related products like sports clothing, shoes, bags, shirts, watches, eyewear and other accessories.

Adidas is focusing primarily on growth, by growing in size Adidas will have the chance to be the market leader, being larger than the top rival Nike. Adidas also wants to “be the first sports company that invites athletes, consumers and partners to be part of its brands. We will open up so that they can co-create the future together with us” as stated by Eric Liedtke Executive Board Member.

Due to the new small brands, Adidas promotes its own brands, making additional advertisements for its products. In addition, Adidas is not solely concentrated on the sportsmen’s demands. The promotion strategy also concentrates on an average consumer who has or may have no connection with sport life. Hence, the promotion strategy of Adidas embraces wider range of opportunities, which give some advantages for products promotion, comparing to Nike.

1. What is adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market? Position: the position of adidas has transferred from “leading supplier of soccer footwear worldwide” to “leading sport brand”. Adidas was founded in Germany in 1920. In 1995, it became a public company as well as the leading supplier of soccer footwear due to its great performance of footwear sales. In 1998, adidas began to move into the U.S. market. Adidas doubled its U.S. market share within only one year, so it hoped to continue to make big move in following years. In its way to U.S. market, adidas confront with the

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.

In this report I will analyse how Adidas is influenced by its contemporary business environment. Furthermore, I will portray how Adidas if influenced further by several other factors including social, economic, technological,political and legal factors throughout the company. Adidas is a

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.

Even though Adidas is sponsoring top athletes like tennis player Anna Kournikova, the soccer player Zidedine Zidane and L.A Lakers’ basketball player Kobe Bryant, the focus

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.