April 2016 Collect data from consumers to develop a communications strategy based on qualitative and quantitative research.

1. Kathleen Low, Kookie Ambas, Kanu Mundhra, Elisa Calvello, Yu Wang

2. brand overview
“We started in a wash room and conquered the world. And in-
between, we have scored big, and also, sometimes, struggled to
reach our goals. We have done our best for the best. We have
improved and grown. Looking ahead to the future, always
remembering where we came from. This is our story.”
- adidas Group

3. 1949
2004
1954 198619781972
German national
soccer team wins
World Cup; adidas
and founder
become
household name
Trefoil logo
presented at
Olympic Games in
Munich
Dassler dies at
age 77; son,
Horst, takes over
Run DMC
releases hit song
”my adidas”;
merge of arts and
sports
2011
2001
1987
CEO Robert Louis-
Dreyfus steers adidas
back to growth with
marketing slogan “we
knew then, we know now”
Herbert Heiner
named CEO; adidas
turns focus to
innovation
“impossible is
nothing”
campaign
adidas runs “all in”
campaign, bringing
together sport,
street and style
2013
adidas
introduces
Energy Boost
running shoe
2015
“Creating the New” 5-
year strategic business
plan released; plan to
achieve with speed,
cities and open source
1997
adidas acquires
golf company,
TaylorMade
2005
adidas acquires
Reebok
history
German, Adi
Dassler, founds
adidas
1993
Horst Dassler
dies; end of family
business brings
the company to
near bankruptcy

4. adidas footwear
• third best selling brand in footwear in the U.S.
• adidas U.S. footwear sales have been declining
since 2012
• the American customer satisfaction index scores
for adidas footwear are comparable to those of
competing athletic footwear brands

5. original strategy
“adidas’s strategy for years was to dominate soccer and assume that the halo of soccer would
drive growth in other sports. That worked for a long time in other countries, but it hasn’t worked in
America—and isn’t likely to.”
–Mark King, 2015, President of adidas Group North America
soccer

6. current strategies
part 1: soccer

7. current strategies
part 2: top professional athlete endorsements
Derrick Rose, NBA
The Chicago Bulls
Aaron Rodgers, NFL
The Green Bay Packers

8. current strategies
part 3: hi-tech performance

9. current strategies
part 4: high fashion and hip-hop culture
Kanye West Pharrell Williams

10. competitors

11. competitors

12. competitors: nike

13. competitors: nike

14. competitors: under armour

15. who
am I?
brand challenge

16. brand challenge
lack of brand identity

17. brand challenge

18. brand challenge

19. 74
73 73
78
74
76 76
78
75
72
75
78
79
80 80 80
78 78 78
74 74
75
78
73
76
74
77
75
78
77
78 78
82
80
77
80
77 77
70
72
74
76
78
80
82
84
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
customer satisfaction scores
Nike Adidas
brand challenge

20. proposed communications
strategy

21. target audience
the everyday person

22. target audience
20% of adults in the U.S. meet the recommended federal
physical activity guidelines

23. supporting data
84%
agree
one of my problems is motivating myself to exercise
35%
disagree
65%
agree

24. supporting data
I like the way being physically active makes me feel
16%
disagree
84%
agree

25. supporting data
when I put on my sneakers/athletic shoes, I feel more athletic than before I put
them on
29%
disagree
71%
agree

26. supporting data
I exercise so that I look attractive
34%
disagree
66%
agree

27. supporting data
when it comes to sneakers, fashion and style matter a lot to me
63%
agree
37%
disagree

28. supporting data
I notice the sneakers celebrities are wearing
64%
disagree
36%
agree

29. supporting data
when shopping for sneakers, I look for those that are the most hi-tech
59%
disagree
41%
agree

30. positioning statement
to men and women ages 18 to 49 who desire to be
the best versions of themselves that they can be,
adidas is the only brand of athletic footwear that
celebrates people who continually try to reach their
full potential.

31. I am.
I am faster than I was yesterday.
I am stronger than I was last week.
I am better than I was last month.
I am adidas.
key messaging

32. sample messages
I am tough.

33. I am fast.
sample messages

34. I am adidas.
sample messages