Adidas AG is a sports clothing manufacturer. Adidas was founded in 1948 by Adolf Dassler. Adolf "Adi" Dassler started to produce his own sports shoesin his mothers wash kitchen in Herzogenaurach, Bavaria afterhis return from World War I. In July 1924, his brother Rudolfreturned to Herzogenaurach to join his younger brothersbusiness, which became Dassler Brothers Shoe Factory andprospered. Adidas Group :1. Reebok sportswear company,2. Taylor Made-Adidas golf company (including Ashworth),3. Rockport.
Adidas has global corporate headquarters in Germany. Has business locations around the world such as PortlandOR, Hong Kong, Toronto, Taiwan, England, Japan, Australia, andSpain. Mainly sold in the U.S., Adidas makes lots of assets fromthese countries and is expanding to more oversea countries.
Three stripes is a registered trademark of Adidas since 1949. Adidass current official logo. The "Three Stripes" were boughtfrom the Finnish sport company ’Karhu Sports’ in 1951. Karhu Sports sold the three stripe trademark to Adidas for (theequivalent of) €1,600 euros and two bottles of Whiskey.
By the 1936 Summer Olympics, Adi Dassler drove from Bavaria onone of the worlds first motorways to the Olympic village with asuitcase full of spikes and persuaded U.S. sprinter Jesse Owens to usethem, the first sponsorship for an African American. Following Owenss haul of four gold medals, his success cementedthe good reputation of Dassler shoes among the worlds mostfamous sportsmen. Letters from around the world landed on the brothers desks, andthe trainers of other national teams were all interested in theirshoes. Business boomed and the Dasslers were selling 200,000 pairs ofshoes each year before World War II.
"Impossible is Nothing" was the previous mainstreammarketing slogan for Adidas. This campaign was developed by 180/TBWA based inAmsterdam.
"Adidas is all in" is the current global marketing strategy forAdidas. The slogan aims to tie all brands and labels together,presenting a unified image to consumers interested in sports,fashion, street, music and pop culture.
In 2005, Adidas introduced the Adidas 1, the first ever productionshoe to utilize a microprocessor. Dubbed by the company "TheWorld’s First Intelligent Shoe"…
The 3-stripes mark is an epic symbol created by thecompany founder, Adi Dassler, and first used on footwear in1949. This symbol has become an easy recognition when hisfootwear was used in athletic competition with the slogan "TheBrand with the 3 Stripes.“
Inspired by the 3-stripes, the Trefoil was born in August1971. For the first time this logo was used on product in 1972, andbecome the company corporate symbol later on.
After the merge of Adidas and Salomon in August 1988, theyintroduced a new corporate logo. The two colors of the previousgroup, blue for adidas, red for Salomon was combined to form thelogo. The space between the shapes form a shape of a person raisingthe hand for victories. This logo only apply on all Adidas-Salomoncorporate document only.
In July 2002, adidas-Salomon introduced a new business strategyfor adidas brand, introducing the new three approach, "SportPerformance," "Sport Heritage" and "Sport Style.“ The responsibility for adidas Sport Performance division isconcentrating on sports performance market, and also design forapparel, encouraging consumers to wear the product on or off field. Adidas Sport Heritage is responsible to merge the unique andauthentic heritage to today market lifestyle. Adidas Sport Heritagelogo would be only use on heritage products including, Stan smith,Rod Laver,A-15 Warm up, Classic T-Shirt and so on. Adidas Sport Style is more specific on the design of the productcombining with the vision and mission of the brand.
In 2009, Adidas runs “mobile campaign” to promote sportswear : Adidas tapped mobile ad network AdMob and ad agency Isobar fora mobile advertising campaign to promote its Originals collection ofvintage clothing, retro shoes and urban wear that blend 70s and 80sdesigns with sports styles AdMob ran graphical banner ads and text link ads targeted towardcollege students and consumers in its Downloads and CommunitiesChannels across select sites in its network, includingMovieTickets.com and CBS Sports Mobile. AdMobs graphical banner ads and text link ads drove traffic to theAdidas Originals mobile Web site. "Adidas overall goal for the campaign was to build brand awarenessand develop the brand associations of originality and self expressionwith the Adidas Superstar brand,"said Nicole Leverich, director ofcorporate communications for AdMob, San Mateo, CA.