Pest & Swot Analysis of Adidas

Although Erik Spanberg and Adam O’Daniel (2014) stated that none of the Panthers’ financial sponsors will likely pull away from their donations, these major corporate sponsors don’t want to further tarnish their reputation with the NFL’s bad publicity. Nonetheless, if a NFL’s future decision regarding domestic violence, a widely debated topic in the NFL, generates more negative publicity, these major corporations are willing to stop sponsoring their teams. For example, due to the Adrian Peterson’s famous domestic violence and child abuse case, major sponsor Nike issued the following statement:

The bad image of black athlete is one of the most important problems today. African American athletes are not that different from white athletes; however, media portrays a bad image of them for some unknown reasons. Our world is full of the great African-Americans who showed incredible results in professional sports. On one side, a lot of African-American athletes in the limelight right now come from nothing to somewhat. On the other side, there is a negative connotation that all African Americans have is sports because they are not educated, all they have is natural talent, and all they want is to make the money and not do anything to get there. Television today is often concentrated in stereotype – filled African Americans sitcoms, television news is often shown in negative or crime based stories about black athletes, music & music videos - profanity, misogyny, hard, thugged out. The image is terrible and the reason for that is that media in general just looks at the negative too much.

The sports media in America has a lot of power. How the media portrays athletes and how it is perceived can be polarizing. Sports media depicts athletes based on race. It is becoming a daily occurrence for sports media to portray Caucasians is a positive light and African American in a more negative light. When an African American commits a crime it reinforces the negative stereotype and makes national sports television. But, when a Caucasian athlete commits the same crime the information is difficult to find on a local newspaper. The media’s portrayal can alter the fan’s experience. Which is the case for two current active NFL players. In 2011, USA Today reported Ben Roethlisberger the quarterback of the Pittsburg Steelers was accused of rape

In the following essay, I will write about Adidas Company and will describe the relationship among its various quality costs which are failure costs, internal failure costs, external failure costs, appraisal costs and prevention costs. In addition, I will analyze the efforts the company should focus on to further improve the quality of its products/services. Therefore, this essay is divided to 3 main points which I think the company should focus to improve its quality. The first point is the prevention cost which’s the most important quality cost that

Professional sports mark the most popular form of entertainment in the entirety of showbiz. No longer just a form of entertainment, professional sports have become an extremely profitable business industry. Athletes’ salaries are increasing at excessive rates, both on and off the field. These lucrative activities include product endorsements and other commercial enterprises. Kobe Bryant, an NBA superstar, is recognizable through the Coca-Cola Company, and comparably, the Denver Broncos Peyton Manning is seen in nearly every Papa-John’s commercial, exemplifying few of the off-the-field, income generating positions held by athletes. Typically the majority of professional athletes partake in endorsements with multiple business entities which

The Tom Donaghy case first surfaced in July 2007 and as the NBA nears its one-year anniversary, the league’s image remains a problem. In fact, a recent survey conducted by Advertising

We all have that one person that we look up to, admire, and strive to be like; especially as teenagers! But how does that strengthen advertising? Some sports companies have realized that featuring professional athletes who are also positive role models has significantly helped the sales of their sports equipment. Why? As teenagers see these advertisements containing some of their favorite (and well known) athletes wearing certain brands and using certain products, they become more likely to purchase those items. In the article, “Under Armor Wants to Dress Athletic Young Women” by Elizabeth Olson additionally shows specific athletes chosen to help advertise merchandise to younger athletes by stating, “…the professional soccer player Lauren Cheney;

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).

This bad public image has led to loss of existing customers and potential customers switching to more ethical brands. Nike’s marketing team has had to make it a big priority to counter any negative publicity and re-focus consumer’s attention on what they are doing about the allegations.

The name is easy to remember for the consumers, you can recall ability and you don’t confuse it with any other brand. Logo The three mark stripes is without doubt the quintessential adidas symbol. It was created by the founder Adolf Dassler and first used on footwear in 1949. In 1972 they launched the trefoil symbol which is representing the adidas Originals line today. The present corporate logo was introduced in 1996 and consists of three bars and the name adidas written in smallcap. The three bars represent a mountain and stand for future challenges of the consumer. The consumer should have the impression that with wearing adidas every goal can be achieved and he/ she can get over every challenge. The adidas logo is recognizable for every consumer, bright, sporty and easy to remember. It differentiates adidas from any other brand in their competing frame.

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’s CEO’s and management made a decision to begin using sweatshop labor in order to save money and begin aggressive marketing. They used this aggressive marketing to have a one up on their competitors, in fact, Nike spent 280 million dollars alone on advertising in 1994 (Schwartz, 2000). Nike would give great athletes million dollar contracts to endorse and wear their clothing. For an example, Andre Agassi received 70 million dollars to endorse Nike's tennis clothing line. The choice to start aggressive marketing is the reason why Nike entered into this crisis and started making unethical decisions. Once the top management of Nike realized the profitability and popularity of hiring professional athletes to wear and endorse their clothes, regular advertising would not suffice. The company became greedy and were willing to use cheap abusive labor so that they could pay professional athletes millions of dollars (Schwartz, 2000).

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.

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.