Chapter adidas01

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Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book.

More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

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Chapter adidas01

  1. 1. READ OUT LOUD THE STORY BEHIND- ADIDAS -CLEATS MAKE ADI FAMOUS
  2. 2. BEFORE YOU START….please look into your camera and tellus slowly your name, city andcountry… Then you can start readingthis paragraph out loud… Have fun!
  3. 3. What do David Beckham, Kaka andAnna Kournikova have in common?They have all reached the top insports wearing adidas shoes. Withworld class athletes such as these,who link their names to the brand,
  4. 4. adidas wants to become the numberone sports brand in the world.Something that seemed all butimpossible towards the end of theSecond World War when its founders,the two Dassler brothers, argued andsplit up.
  5. 5. Together with Jan Runau, chiefCorporate Communication Officerof the adidas Group, I walk throughthe park in the German city ofHerzogenaurach that houses all theAdidas buildings. “This is a former
  6. 6. American army base,” Jan tells me.“Just when we were looking for anew location, the Americans left here.To us, this was a great opportunity; tobe able to stay where it had allbegun.” In the park you will findoffices,
  7. 7. training locations, an athletics stadium,and the Adidas brand center, where allthe important presentations take place.When walking through this park, I feellike I am walking through the Olympicvillage in Lillehammer.
  8. 8. It is about more than just sports here.It is a great place to work, with all itsgreenery and serenity. Yet the historyof Adidas is not one that can bedescribed as serene.
  9. 9. - END OF RECORDING-

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