History of Adidas

Risk is the likelihood of something undesirable happening in a given time (Merna, 2008). Risk management is a two-step process- identifying what risks exist and then handling them in a way best-suited to the business objectives (Investopedia, 2012). The Adidas Group is a well-known public company that began in 1949. From a company that produced the first soccer boot with removable studs, to evolving apparel, shoe and sporting goods company, the group is recognized globally (Adidas Group, 2012). As with any ever changing business, there are many risks that must be considered. Below are eight risks from various areas of operation within the company:

It is a fact that nowadays Adidas appears to be one of the most famous multinational company, which designs and produces sports clothing, shoes, and different kind of accessories. The popularity of the brand is hard to describe, but the is no doubt that today it is one of the most successful clothing corporations in the world and it is the largest sportswear producer in Europe as well. The corporation with the well-known motto "Impossible is nothing" presents the perfect example of the efficiency, comfort, and sustainable development, considering its strategy which is focused on integrity, diversity, and performance.

This paper is dealing with the German apparel “Adidas”, which is one of the world’s largest manufacturers for sportswear and sport utilities. But why are they one of the leading global players in this certain industry? There are some key factors, which influenced their

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).

Ethics is defined as what is right and what is wrong. Every business should behave ethically. The moral principles that guide the way a business behaves are business Ethics. Ethics are moral guidelines to people or to an organisation which govern good behaviour. So behaving ethically is doing what is morally right. Doing an ethical business may always be not profitable but it will be more beneficial to company and the people involved in company as well as the people who are getting influenced by the company. If a company is acting ethically then it is trying to differentiate between right and wrong and then chose the right decision for everyone. It is very easy it identify any unethical

Which shoe is better, Adidas or Nike? Adidas and Nike are similar in a way that they both advertise shoes, but they both use different tactics. The main question though, is which shoe brand is better? The Adidas advertisement aimed at teenagers focuses on finding a shoe that makes them feel happy and one that they feel comfortable in, whereas the Nike advertisement focuses on being able to trust Nike and that they will provide them the best shoe to help them be the best. The Adidas brand and its ads are really interested in using famous people and well known superstars. Also, Adidas value sponsoring teams and global events. However, Nike values sponsoring specific stars in a wide range of sports, and they use main symbols in their ads to describe

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.).

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

providing
a
variety
of
high
quality
products
to
consumers
interested
in
sports.
It
is
 currently
the
number
two
brand
in
the
sporting
goods
industry,
trailing
its
main
 competitor
Nike.
Adidas
has
a
strong
focus
on
both
performance
and
style,
as
opposed
to
 Nike’s
more
pure
performance
emphasis.
Adidas
is
currently
surviving
in
its
market
but
 has
many
barriers
holding
it
back
from
becoming
a
more
dominant
and
thriving
company.
 
 Right
now,
adidas
is
facing
an
array
of
opportunities
that
it
can
choose
to
capitalize

Starting out post World War II, Adidas was an important provider of the national German soccer team. Later, Adidas they changed their marketing approach to expand their products to “fringe sports,” such as high jumping and bobsledding. By the 1990s, Adidas secured their global sales on soccer footwear. In 1998, Adidas began to focus on the U.S market. By sponsoring some famous basketball players such as Kobe Bryant and by doing so Adidas was able to gain doubled market share.

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

In 1993, the company decided to improve its distribution system, by creating a more exclusive and updated solution, aiming to gain a competitive advantage in the market. In order to achieve this, Adidas hired an IT company to create a new software. Unfortunately, the new software was not compatible with the one that the company’s vendors were using. At the same time, the IT Company ceased its operation.

Adidas is a company where Originality meets Actuality. It is fascinating to read about and study as it is very dynamic and has seen major growth since its inception by two bothers, Adi and Rudolf Dassler, in 1948. Soon after it went public, Rudolf Dassler left Adidas to establish Puma, which is still Adidas’ rival. Headquartered in Germany, with a global presence, it has established its mission to be a “Global leader in sporting goods industry” (Datamonitor). Later you will read about its vast market share and goals to further expand in the international market.