The Brand in the Hand: Mobile Marketing at Adidas

4. Further Research—Gather information on Nike’s recent moves and accomplishments, and those of its rival Adidas. Are both firms following the same strategies and using the same structures to support them? Or, is one doing something quite different from the other? Based on what you learn, what do you predict for the future? Will Nike stay on top, or is Adidas the next industry leader?

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

There are many sport apparel companies that exist throughout the world such as but not limited to Nike, Reebok, Under Armour and Puma. Adidas is a prime example of a famous global company that is continuously growing. Athletes endorse in these sporting apparel companies because these companies resemble fitness and a lifestyle of sport. Adidas products can be most department stores such as Dick’s Sporting Goods, Academy Sports, and Champs. The target audience is for athletes in high performance. The adidas company is very successful in their financial status and this report will analyze the company’s overall financial and performance status.

Past Corporate Performance Indexes (2009-2010)    Strategic Posture    Mission – “To make all athletes better through passion, science, and the relentless pursuit of innovation” Objectives – Become “The athletic brand of this generation. And Next.” Current Strategies     Decline in footwear sales by 4.5% Increase in apparel sales by 32.3% & Accessories by 28% Offensive tactics Outsourcing to lower manufacturing costs Competitive pricing. Current Polices   Never too small to take on industry leaders Full retail pricing,

Advertising is one the most common and successful way of getting customers to see your product or brand. It is a way to manipulate and is intentionally deceptive in the sense that tries to prey on people’s weaknesses. In our daily lives, we are constantly bombarded by advertising in many forms and these companies are always looking for different kinds of schemes to draw our attention and Nike is one of them. We all

Adidas has made many product developments like in the category producing football shoes such as predator that has developed for the past 3 years in order to meet customer demands. That was the main reason for potential new buyers for Adidas.

The athletic shoe industry stands one of the greatest and most profitable in the world. Currently, global annual athletic footwear revenues stand around $75B per year, with annual US consumers spending close to$20 billion. Unsurprisingly, the largest growth in the industry took place during the 1980’s and 1990’s, during Jordan’s career in which the popularity of athletic and sport oriented casual shoes skyrocketed. Also not alarming is who the dominant player in the athletic footwear market is – Nike. The market share of Nike and Jordan brands combined is routinely measured at close to 50% in this market, proving their sponsorship deal with Jordan in 1984 provided the springboard to which they never have looked back on.

Adidas Group, the world’s second largest producer of sporting apparel has had a long and rich legacy of producing some of the highest quality and most technologically innovative sporting equipment particularly footwear. Champion athletes and sports teams trust the three stripes of adidas for helping them to achieve outstanding performance when they need it most. A world leader, adidas commands nearly a quarter (22 %) of the worldwide athletic footwear and apparel market. In the American sporting footwear and apparel market, the largest market for sporting footwear and apparel in the world, adidas holds 22% market share. In the race to be the world leader in sports apparel, adidas trails behind only Nike, which holds a worldwide market share of 33%. Adidas may currently trail behind Nike, but its rich legacy and focus on

The market for athletic shoes has grown into a multi-billion dollar global enterprise in the last several decades. Athletic shoes comprise about 33% of a $48 billion market, growing annually (National Shoe Retailers Association, 2012)

Nike is a marketing trailblazer. Its commercials are so unique and iconic that every new advertising campaign is analysed by industry watchers and experts, and

The use of iconic figures in any commercial has proven to be beneficial. Over 20 professional athletes from various sports are utilized to model Nike’s new apparel. These diverse athletes are able to capture the attention of a large population. A good call by Nike as viewers are more apt to purchase the product if they see their favourite sport icons in

3. What is the Brand in the Hand concept? What does this mean to adidas and its branding efforts? It is one way to do the marketing communications. It means that company and product information can be easily delivered to people in their hands whenever and wherever possible. The media can be mobile devices, video games and the Internet. In such a way, brand awareness can be raised faster than traditional marketing communications. In the past, advertising and branding models were based primarily on 30-second commercials and magazine ads. Adidas traditionally advertised on TV and magazines as well as at sporting events and sponsor sports teams and players. But these events attract few new customers. On the other hand, increased advertisements intruding in the people’s lives made them hostile to ads and therefore more difficult for adidas to make effective advertising through the traditional way. Without moving

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.

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)