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Adidas

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Adidas AG is a German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany.

Adidas AG is a German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany.

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  • 1. Fun Facts  What does the name ADIDAS stands for?  Did you know that creators of Adidas and Puma were brothers?  In the beginning the three stripes were used to stabilize the shoe.  First company to offer a sponsorship for an African-American.
  • 2. Presentation Overview  Company Profile  History  Logo  Products  Marketing Strategy  Financial Position  Market Share  SWOT Analysis  CSR Initiatives  Controversies  Sponsorships  Recent Developments
  • 3. Company Profile  Founder: Adolf (Adi) Dassler  CEO: Herbert Hainer  Headquarters: Herzogenaurach, Germany  No. Of employees: 46,306  NYSE: ADS.DE
  • 4. Adolf Dassler
  • 5. Herbert Hainer
  • 6. Company History  Adidas was founded in 1948 by Adolf “Adi” Dassler, following the split of Gebrüder Dassler Schuhfabrik (Dassler Brother Shoe Factory) between him and his older brother, Rudolf.  During the 1936 Summer Olympics held in Germany, Adolf persuaded U.S. Sprinter Jesse Owens to run using his company’s spikes. Owens went on to win 4 gold medals.  Differences in political ideologies between the two brothers during the World War II tensions between the two brothers.  They finally split in 1947 and went on to form adidas and Puma.  Now owns brands like Rockport, Reebok, Taylormade, etc.
  • 7. Logo 3 Stripes mark : •Created in 1949 by Adolf Dassler. •‘The brand with 3 stripes’. Trefoil: •Introduced in 1971. •Represents the diversity of adidas brand. •Now used for adidas Originals collection. 3 Bars: •1997- integrated corporate design by Peter Moore. •Shape formed by the bars represents a mountain, indicating challenges to be faced and goals to be achieved.
  • 8. Products Footwear Sporting Goods Clothing Accessories
  • 9. Marketing Strategies  Focus on global markets.  Slogan : Impossible is Nothing  Positioning: Premium brand  Often uses market skimming policies with new products.  Frequent ads.
  • 10. Financial Position Sales: €15,900 million Net Income: €791 million EPS: € 3.78 (Rs.321.02)
  • 11. Market Share
  • 12. SWOT Analysis STRENGTHS: WEAKNESSES: •Long heritage and high brand value. •The company sponsors major sporting events including Olympics and major sportsmen and teams. •Worldwide presence. •Diversified product portfolio. •Strong and innovative marketing have created a strong brand retention. •The products can sometimes be costly due to innovative technology or production method. •Stiff competition and similar big brands means customers have high brand switching. OPPORTUNITIES: •New foot-friendly designs are developed each year. •Tie-up with emerging sports teams/clubs/players internationally. •Brand building by setting up sports academies. THREATS: •Other brands offer more styles and varieties, thus more competition. •Threat from other competitive brand who produce sports equipment and accessories at a lesser cost. •Pirated/fake imitations affect brand image.
  • 13. CSR Initiatives  All programmes are built on three complementary pillars – community involvement, employee involvement and corporate giving.
  • 14. Sponsorships       FIFA World Cup UEFA Champions League Rocky IV Skyfall Iron Man 3 Katy Perry
  • 15. Controversies  2011 All Blacks replica rugby jersey pricing controversy.  2012 "shackle" sneakers.  Sweatshops and labor rights violations.

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