Marketing Strategy – Adidas

First according to "Adidas" shaping the sporting goods industry sustainably is more than a job . Sport industry is not just an industry , Sport industry is so important and help in the economy of any country so we neither can say that sport industry is not important nor ignore it . Adidas overview "At the Adidas Group, our love for sport drives who we are and

As such it is important to organize the marketing functions by customer groups. This would permit Adidas focus marketing efforts particularly on the needs of each group. Though Adidas’ main customers are Athletes, teens and Young adults’, it still caters for the needs of older adults, Children and coaches, therefore catering to a broad customer base. These differentiation would be in two main categories; Male and Female and further differentiated into shoe (footwear), clothing and accessories.

Nike has attained a leading role in almost every one of the upcoming world wide sporting events, such as the 2012 Olympics, the 2012 Soccer Euro Cup, the NFL Superbowl, the 2014 Soccer World Cup and the 2016 Summer Olympics in Rio de Janeiro. Therefore the time is now for Nike to embed their customers and the fans of these major sporting events in the experience through their new technology.

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 German multinational corporation. It was founded in 1948 in Herzogenaurach in Germany by Adolf Dassler. This company belongs also with Reebok, TaylorMade-Adidas golf and Rock port to the holding company named Adidas Group. Its core business is to design and manufacturer clothing (especially sports cloth.) and accessories. Besides sports footwear the production is thus also focused on bags, watches, eyewear, shirts and others. Adidas is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. Adidas strives to be the global leader in the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle. To anticipate and respond to

for the company is nowadays towards teams, global sports events and sport associations (Dogiamis & Vijayashanker, 2009). Adidas can this way connect itself with emotional events in sport; they sponsor the European football championship, the soccer World Cup and the Olympics. They also sponsor national and local teams around the globe (Dogiamis & Vijayashanker, 2009). Adidas has changed their image from just targeting elite athletes and is now more about participation. (Aaker & Joachimsthaler, 2000)

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).

Nike’s first and most popular products are their footwear range. Specialised shoes for a range of sporting activities including running, tennis, basketball, golf, football and cross training for men, women, and children are available in most sizes. Figure 2 shows the Nike Hyperdunk 2017 (Team) Shoe, a basketball specialised shoe. The company also sells sporting attire (known as apparel) such as jerseys, tops, shorts, and associated products and accessories and equipment such as gold clubs and balls. Figure 3 shows one of the women’s accessories Nike offers, the Nike Auralux Print Club Training Bag. In Figure 4, the Nike Hyper Elite 8P basketball is shown with the Nike logo prominent and enlarged on the ball’s surface. Based on Nike’s product strategies, the company has successfully expanded its range of products to address needs of more market segments and to meet the wants of customers and the wider market.

Adidas, founded by Adolf Dassler, is a German international company, that is located in Herzogenaurach, Germany, that designs and produces sportswear and footwear. Adidas is currently the second largest sportswear company in the World, Nike being the largest. However, Adidas has grown dramatically in the 21st Century, making Adidas the largest sportswear company in Europe. Over the years Adidas has created a group called the Adidas Group it consists of Reebok, TaylorMade-Adidas company, Ashworth, and Rockport.

With over 1000 stores around the world, the company has risen to extreme heights of success. It has been successful in creating an influential marketing with advertising and other marketing tools. Its current slogan is “Adidas is all in”. The fact is that Adidas not only has become the image of sports fashion and attitude, but the has presented a unified image of sports, street, music, pop- culture, and other fashion statements, creating its own significant existence through its good communication strategies.

At Adidas “impossible is nothing”. Their mission to be the best sports company in the world along with their ability to embrace breakthrough technologies and deliver superior innovative products is a testament to that fact. This paper will focus on how Adidas is leading the disruption in the field of sports apparel and will continue doing so in the years to come. “Creating the new” is the motto of their new strategic business plan until 2020. Adidas believes that through sports they have the power to change and impact lives. To achieve this Adidas has successfully orchestrated the process of automating shoe manufacturing by establishing Speedfactories. Innovation is the essence of the company which has been demonstrated by the creation of concept sneakers like the Futurecraft 4D. Their phenomenal study and understanding of the current market and strategic technology trends can be substantiated from their collaboration with Silicon Valley based 3D printing startup, Carbon. Adidas is so deeply committed to innovation to provide their customers a fulfilling experience that they are light years ahead of their competitors. They have been successful in leveraging AI, data analytics, big data and machine learning to add value to their products. This establishes the fact as to why Adidas features in the smartest 50 companies list of 2017. Their proclivity towards innovation and consumer centric products directly aligns with Vijay Govindarajan’s 3 box principle thus

Adidas, Inc. is a company that designs and manufactures shoes, clothing and accessories for sports and provides players with possible equipment that leads them to success. Adidas used to produce all their products on its own, but today Adidas does not produce all their apparel on its own base of development in the last years. This company first was begun inside the family house then, after in 1924 and 1936, Adidas delivered to players greatest achievable equipment that sports player’s need, Adidas then got the trust of world athletes. Also, Lina Radke and Jesse Owens are the best sports stars in the history of Adidas and winning the world’s trust.

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

It seems Adidas works to be transparent with the global community, they are striving towards meeting all customers’ needs, in all walks of life, while giving back to communities. They follow a corporate mission that reflects human resources, social and environmental affairs, and community affairs; thus, good corporate social responsibility

Nike is one of the most recognizable brands in the world. It is not only renown for its high quality athletic apparel but it is also known as one of the best manufacturers and designers for sporty fashion for both the gym and the streets. Nike is among the sole companies that took note that, “Americans are wearing yoga pants, running gear and basketball shoes not just to-and-from the gym, but also around town.” (Fortune). Active wear is suddenly chic. They noticed that Americans find that athletic gear is comfortable after all. Analysts say that the attention manufacturers are making to fabrics and new colors and styles have helped to broaden the category’s appeal. “Active wear is booming, with sales growth exceeding that of the apparel market as a whole, consumers are drawn to its comfort and versatility, and the fact that it still makes a fashion statement.” (NPD analyst Marshal Cohen). Part of Nike’s success in 2015 is because the company altered its marketing strategy, it moved away from a single-slogan approach in favor of a targeted advertising campaign. The company’s social media and Internet based marketing practices and the Nike ID personalization website that allows customers to design their own footwear is one of the few features that makes Nike stand out from the rest. All of this information is provided on ‘Nike Digital Sport’, a part of the company that makes personal performance tracking devices and software that allows the company to obtain user data.