Strategies of Adidas

“The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle” (Adidas Group, 2013). Adidas is a world-wide known corporation that is headquartered out of Herzogenaurach, Germany. Adidas specializes in manufacturing a wide range of products such as clothing, shoes and various accessories for consumers. Adidas is the second biggest sportswear apparel company in the world and the largest in Europe (Adidas Group AG, 2016). The company was founded by Adolf Dassler in the mid 1950s when he started designing shoes. The world is a competitive workplace and Adidas has many close competitors such as Nike and Under Armour. In the future, Adidas strives to keep their standards up to par and remain at the top of the industry around the world.

Footwear and apparel have eight categories: running, basketball, soccer, women’s training, men’s training, action sports, sportswear and golf. Equipment refers to bags, socks, sport balls, eyewear, digital devices, etc. The global brands that Nike owns are Jordan Brand, Hurley Brand and Converse Brand, they are very well established. This broad range of products and product types is one of the reasons that Nike has maintained its high position in the market, in that it appeals and has appealed to a larger and more varied selection of customers. Adidas currently has three brands under the Adidas group: Adidas, Reebok and Taylormade; the different brands address the different types of consumers. Both Adidas and Reebok brands have a strong market share. However, Taylormade has a low market share, and therefore is not benefiting Adidas to the full of its potential, especially when compared to Nike’s Converse brand which by itself owns 2% of the brand share of dollars (Figure 1). Under Armour also has a broad range of product differentiation which is broken into four major segments: apparel, footwear, accessories and connected fitness. Despite their broad differentiation, Under Armour does not currently own any brands. Overall, Nike has a broader and more established range and brands that help Nike stay ahead of its

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 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

Building a successful brand is effective if brand value is generated. Through the relationship performance between the relevant stakeholders and the brand, brand value can be created. Jones (2005) suggests, that one should acknowledge two key points while accessing the stakeholders:

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

Adidas is a manufacturing sportswear in B2C, with many points of sale or online sales. Adidas wants to be close to customers, and created innovating concept stores, as explained further in our file.

Intro: Our research team has been tasked with observing the Adidas performance store located at the Water Tower Place. Adidas is a German multinational company that manufactures athletic wear, shoes, and accessories. The company started in 1924 and has since expanded globally and currently employs over 50,000 people (Torry). The company markets and sells their products in retailers, as well as their own stores around the world. Adidas is a publicly traded company that had 14 billion euros in revenue in 2013 and is currently has an approximated market value of 18 billion euros (Annual Report). Adidas mainly specializes in soccer wear, but has broadened its product focus to basketball and conventional western athletic wear as well. In 2005, Adidas bought Reebok in order to expand their influence and enter into different markets (NBC news). They also sponsor athletes such as Lionel Messi, who has large influence on a European culture, as well as Derrick Rose, who has helped raise awareness of their brand in western culture.

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

Some known strengths of Adidas AG is their positive market picture, which the brand endeavors to maintain. As per Data screen Adidas is among the main players in the worldwide donning products industry. The gathering is the main wearing products assemble in Germany, France and Japan, the most critical markets outside the US. Adidas, through Reebok, has likewise a solid position in the US. The procurement

Innovations, trends and fads all create, shape, and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand, from the perspective of the consumers, is the foundation of a good brand-building program. Effective brand management that encompasses brand personality is of major importance in reaching the company goals of satisfaction, loyalty and profitability. Building a powerful brand requires determining the substantial characteristics of the offerings that carry the brand name and the psychological or emotional benefits the customers receives from a company’s products. This can be described, as what “value” means to a typical loyal customer; and what, ultimately, is the

Those brands allow Adidas to address multiple consumer needs, exploit market opportunities from various angles as well as be less affected by one-dimensional market risks.

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

Nowadays, there are so many different products in living world economy. Customers are aware of some of them, not all of them. This is just about Branding Strategies in the Market. An entrenched Branding Strategy ought to help secure a brand 's position, protect the brand from rivalry, and hence upgrade the brand 's business execution. This potential effect underscores the vitality of Managing the Brand Image over the long haul (Park et al., 1986).

A brand is more than a physical good. The brand is a company’s key strategic asset (Kapferer, 1997). Brand is something that resides in the consumers’ minds which helps consumers to differentiate the products of one creator from the others. As such the brand becomes a symbol that connects the company or its products with the customers in a relationship and represents the entire “product personality” (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker, 1991, p.5; Aaker, 1996, p.7,35).