The Brand in Hand; Mobile Marketing at Adidas

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

The biggest competitors for Adidas is Nike. Nike is the worlds-leading brand in athletic footwear and holds 16% of the market share in the industry (Hitesh, 2016). Nike’s scope of operations spans through America, Europe, the Middle East, Africa, and Asia Pacific. They have wide product lines with strong marketing and strong innovation. Nike has in the past come under scrutiny about how their products are made in other countries. They have had acquisitions of using sweatshops to produce their products, which has slightly affected their brand image (Bells et al, and UK

The competence of the Under Armour, Nike, and The Adidas Group are energetic and can be maintained continuously. All of three companies focus on the development, marketing and distribution of branded performance apparel, footwear, and accessories for men, women and youth. In one hand, they both have a large powerful brand image and benign reputation, in the other hand,

Those who enjoy the sport of basketball or fashion prefer various types of footwear and therefore are the major consumers. For instance, brand loyalty such as Nike, Jordan, Adidas, and athlete endorsements influence a buyer’s decision. The marketers do not target individuals who dislike basketball, and people who are above or below the age of the target market. As a result, it is a source of opportunity because it introduces a product line such as socks, insoles, and cleaning spray for consumers outside of the target market.

Using professional athletes in its advertising campaigns was both efficient and effective. Throughout the Campaign Nike enlisted numerous athletes in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. (Wikipedia The Free Encyclopedia) This brought influence, encouragement, attention, sense of high quality and standard in the perception of people to buy the product. Moreover it convinced customers by innovation of a slogan “Just Do It” which means that they are capable, able of doing anything. In present context there is change in customer prefences people believe in brand and, they are more demanding , they have their own perception afford quality so, they feel proud when consume high priced quality goods which can be taken as the key success

In today’s competitive marketplace several major sportswear companies exist; Adidas, Puma, and Nike are among the top contenders. These companies are competitively striving to build their brands in such a way as to attain the maximum market share. The chosen company for this academic paper is Adidas, headquartered in Herzogenaurach, Germany. Adidas is a manufacturing corporation that designs accessories, clothing, and shoes and is traditionally the world’s second largest sportswear maker after Nike; however they have recently taken first place due to a change in focus in their marketing strategies (get original source from wickipedia). Generally speaking, in the formation of a brand persona/personality for these sportswear companies, marketing activities such as advertising, celebrity endorsements, events sponsorship, user imagery, and so on play an important role. Adidas marketing is segmented and based on demographic, psychographic, and behavioral factors. All marketing activities and brand management decisions are designed to trigger attitudinal, cognitive, and behavioral responses on the part of the consumer and on their buying decisions, including those of our youth who purchase products for not only their physiological needs, but also for their emotional and self-expressive desires. Since most sportswear manufacturers offer their products at best prices, services, and quality, it makes it very difficult for consumers’ to choose between the products available in

At the beginning Nike’s advertising strategy was to use professional athletes to stimulate the demand to provide good promotion to increase their awareness through marketing tool like word-of-mouth in the latest 1970s and early 1980s.

During the first months of 2016, Adidas has stated that it will increase its projected currency adjusted sales growth from 10% to 12% to 15%. Additionally, Adidas is confident that the net profit will surpass their previous percentages by at least 10 percent. During the first quarter of 2016, Adidas’ revenue increased 17%. The president of Adidas, Mark King, stated that the reason why the Adidas brand is resonating again is because of footwear sales that skyrocketed 54% (Kell, 2016). There are many different categories that helped to achieve this great percentage, but the category that provided the most help is the running category, with the help of the Ultra Boost, NMD and the Boost technology, which is responsible for more than 30% of the 54%

In the beginning, Adidas was an important supplier of German soccer teams after World War II. Later, they changed their strategy to expand their products to “fringe sports,” such as high jumping and bobsledding. By 1990s, Adidas have 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. By doing so Adidas was able to gain doubled market share.

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


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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

However in the late 1960's, the concept of "jogging" started to spread in the U.S., which was by now a huge market for the adidas® group. The adidas technicians initially dismissed the jogging trend by contending that ‘jogging is not a sport'. But their distributors in America started to demand for products for jogging. Finally when the technicians gave into the pleas of the American distributors, they still couldn't figure what the American customers required. While Germans tended to run on forest trails, the Americans jogged on roads and clamoured for soft shoes. When adidas® finally came up with the shoes, it was too little, too late. In the first