adidas

1. Institute of Management Studies
Kurukshetra University, Kurukshetra
Topic: Adidas
Presented to :
Assistant Professor Mr.
Rajan Sharma
Presented by:
Disha(16)

2. • INTODUCTION
• MARKETING MIX
• MARKETING STRATEGIES
• BEST MARKETING PRACTICES
• BEST PROMOTIONAL CAMPAIGNS
INDEX

3. Adidas is a well-known multinational sportswear and athletic footwear company
headquartered in Herzogenaurach, Germany. The company is one of the world's
leading manufacturers of sports shoes, clothing, and accessories, and it has a
significant presence in the global sports and fashion industries.
Here are some key points about Adidas:
1.Logo: The Adidas logo consists of three parallel bars, which are often referred
INTODUCTIO
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4. 2.Product Range: Adidas produces a wide range of athletic products,
including running shoes, soccer cleats, basketball sneakers, fitness
apparel, and accessories. The company caters to athletes and sports
enthusiasts of all ages and skill levels.
3.Subsidiaries: Adidas Group owns several other well-known brands,
including Reebok, TaylorMade Golf, and CCM Hockey. These brands
operate independently but contribute to Adidas's overall portfolio.

5. Product Overview: Adidas
• History: Adidas is a renowned multinational sportswear and athletic footwear
company founded in 1949 by Adolf "Adi" Dassler in Herzogenaurach, Germany. Adi
Dassler's vision was to provide athletes with the best possible equipment to improve
their performance. Over the decades, Adidas has grown into one of the world's leading
sportswear brands with a rich history of innovation and sponsorship deals with top
athletes and sports teams.
• Mission and Vision: Adidas's mission is to be the best sports brand in the world, and
their vision is to harness the power of sports to change lives. They aim to achieve this
by designing, manufacturing, and selling innovative sportswear, footwear, and
accessories that inspire athletes and individuals to reach their full potential.

6. • Target Market: Adidas caters to a diverse range of consumers, from
professional athletes to everyday fitness enthusiasts and fashion-forward
individuals. Their target market includes men, women, and children of all
ages who are passionate about sports, fitness, and an active lifestyle. Adidas
also has a significant presence in the urban streetwear and fashion markets.
• Unique Selling Propositions (USPs):
1.Innovation: Adidas is known for its cutting-edge technologies that enhance
athletic performance and comfort. Innovations like BOOST cushioning and
Primeknit fabric set them apart in the sportswear industry.
2.Iconic Branding: The iconic Three Stripes logo is instantly recognizable

7. • Sponsorships: Adidas partners with top athletes and sports teams, which
reinforces its credibility and association with elite sports. This includes
collaborations with athletes like Lionel Messi and sports teams like
Manchester United.
• Sustainability: Adidas is committed to sustainability, striving to use
more sustainable materials and reduce its environmental impact.
Initiatives like the Parley for the Oceans collaboration, which turns ocean
plastic into sportswear, demonstrate this commitment.
• Fashion Appeal: Beyond sports, Adidas has a strong foothold in urban
fashion. Collaborations with designers and celebrities, such as the Adidas

8. • Global Presence: Adidas has a vast retail and online presence, ensuring
accessibility for customers worldwide. This global reach allows them to
cater to diverse markets and demographics.
• Customization: Through initiatives like the Adidas miCoach platform,
which offers personalized training and coaching, and the ability to
customize some of their products, Adidas provides a tailored experience
for customers.
• Quality and Durability: Adidas products are known for their durability
and quality, which is especially crucial for athletes and fitness enthusiasts
seeking reliable sportswear and footwear

9. Marketing Mix
1. Product:
•Product Range: Adidas offers a wide range of athletic footwear, apparel, and
accessories for various sports and activities. They have products for running,
soccer, basketball, tennis, golf, and more.
•Innovation: Adidas is known for its innovative products, such as BOOST
cushioning and Prime knit technology, which enhance performance and
comfort.
•Customization: Adidas provides options for customers to customize certain

10. •Sustainability: Adidas has introduced sustainable product lines, like the
Adidas Parley collection, made from recycled ocean plastic, aligning with
eco-conscious consumer trends.
Contribution to Marketing Strategy: Adidas's diverse product range
ensures they can target various customer segments, from professional athletes
to fashion-conscious consumers. Their emphasis on innovation and
sustainability reinforces their brand image of quality and responsibility.
2. Price:
•Pricing Tiers: Adidas offers products at various price points, catering to

11. •Discounts and Promotions: They regularly run promotions, discounts,
and seasonal sales, making their products more accessible to a broader
audience.
•Premium Products: Adidas also has premium product lines, such as
Yeezy by Kanye West, positioned at higher price points due to their
exclusivity and branding.
Contribution to Marketing Strategy: A flexible pricing strategy allows

12. 3.Place (Distribution):
•Retail Stores: Adidas operates its retail stores globally, including flagship stores in major
cities, where customers can experience the brand firsthand.
•Online Presence: Adidas has a robust e-commerce platform, offering a convenient
shopping experience for customers worldwide.
•Retail Partnerships: Their products are also available through authorized retailers,
department stores, and sporting goods shops, expanding their distribution network.
Contribution to Marketing Strategy: Adidas's omnichannel approach ensures that their
products are easily accessible to customers through various channels, enhancing brand

13. 4. Promotion:
•Sponsorships: Adidas sponsors top athletes like Lionel Messi, James Harden, and sports
teams like Real Madrid and Manchester United. This helps associate the brand with high-
performance sports and athleticism.
•Marketing Campaigns: They run marketing campaigns highlighting the latest products and
innovations, often leveraging social media and influencers to reach their target audience.
•Events and Collaborations: Adidas collaborates with designers, artists, and fashion brands,
creating buzz around limited-edition collections and participating in high-profile events like
fashion weeks.

14. Marketing strategies
Adidas employs several key marketing strategies to maintain its position as a leading
sportswear and athletic brand. These strategies align with the organization's goals and
effectively target their diverse customer base. Here are the key marketing strategies employed
by Adidas:
1.Product Positioning:
•Performance and Style: Adidas positions itself as a brand that seamlessly combines
performance and style. While their products are designed for athletes, they also appeal
to fashion-conscious consumers looking for trendy sportswear and footwear.
•Innovation: The brand focuses on continuous product innovation to enhance athletic
performance. Innovations like BOOST cushioning and Primeknit fabric reinforce
Adidas's reputation for cutting-edge technology and quality.

15. 2.Market Segmentation:
•Demographic Segmentation: Adidas caters to a wide range of demographics,
including men, women, and children. They offer products for various age groups and
lifestyles, from professional athletes to casual wearers.
•Psychographic Segmentation: The brand targets individuals who value an active
lifestyle, sports enthusiasts, and those who appreciate fashion-forward, urban styles.
Adidas's collaborations with celebrities and designers appeal to consumers who seek
trendy, culturally relevant products.
•Geographic Segmentation: Adidas has a global presence, with products available in

16. 3.Competitive Advantage:
•Sponsorships and Athlete Endorsements: Adidas leverages sponsorships and athlete
endorsements to establish a competitive advantage. Partnerships with high-profile
athletes like Lionel Messi, James Harden, and sports teams like Real Madrid reinforce
the brand's association with elite sports performance.
•Collaborations: Collaborations with celebrities, designers, and influencers set Adidas
apart from competitors. For example, their partnership with Kanye West for the Yeezy
line has created a unique, highly sought-after product segment that competitors struggle
to match.

17. 4. Digital Marketing and E-commerce:
•Strong Online Presence: Adidas has a robust e-commerce platform,
allowing customers to shop conveniently online. Their website showcases
the entire product range and offers a personalized shopping experience.
•Social Media Engagement: Adidas actively engages with consumers on
social media platforms, sharing content related to sports, fashion, and
lifestyle. They leverage social media influencers and user-generated content

18. 5. Event Marketing and Sponsorship:
•Sports Events: Adidas sponsors major sports events like the FIFA World Cup
and the Olympics. These sponsorships provide global visibility and association
with the world's most-watched sporting events.
•Fashion and Cultural Events: Participation in fashion weeks and cultural
events keeps Adidas culturally relevant and taps into the intersection of
sportswear and streetwear trends.
6. Sustainability Initiatives:
•Environmental Responsibility: Adidas's sustainability initiatives align with
consumers' increasing focus on eco-conscious brands. This not only

19. Best Promotional
Campaigns.
Adidas, a renowned multinational sportswear and athletic footwear brand, has executed
numerous successful promotional campaigns. Here are a few notable ones, along with
an analysis of their objectives, target audience, creative elements, and overall impact on
brand visibility and sales:
1.Impossible Is Nothing" Campaign:
•Objective: The primary objective of this campaign was to inspire and motivate people to
pursue their dreams and overcome obstacles, aligning with Adidas' brand ethos of
perseverance and achievement.
•Target Audience: The target audience was broad, encompassing athletes, fitness

20. •Creative Elements: The campaign featured compelling storytelling through videos,
featuring well-known athletes and individuals sharing their stories of resilience and triumph.
The use of emotionally charged narratives and powerful imagery was a creative hallmark of
this campaign.
•Impact: The "Impossible Is Nothing" campaign significantly boosted Adidas' brand
visibility and resonated well with the audience. It conveyed a powerful message of
determination and grit, aligning with Adidas' commitment to empowering individuals and

21. 2.Adidas Originals: Original Is Never Finished" Campaign:
•Objective: This campaign aimed to reposition Adidas Originals as a brand that continually
evolves and reinvents itself while staying true to its original essence. It emphasized creativity
and innovation.
•Target Audience: The campaign primarily targeted urban youth, fashion-forward individuals,
and trendsetters who appreciate unique and original styles.
•Creative Elements: The campaign utilized a combination of music, fashion, art, and culture
to showcase creativity and originality.
•Impact: "Original Is Never Finished" significantly enhanced Adidas Originals' brand image

22. 3.Here to Create" Campaign:
•Objective: The "Here to Create" campaign aimed to showcase Adidas as a brand that
fosters creativity and supports athletes and individuals in achieving their goals through
unique and innovative means.
•Target Audience: This campaign primarily targeted athletes, creators, and those
passionate about sports, fashion, and self-expression.
•Creative Elements: The campaign featured visually engaging advertisements and videos,
highlighting athletes and creators in action. It emphasized personal expression,
empowerment, and breaking stereotypes through creativity.
•Impact: "Here to Create" enhanced Adidas' brand visibility and positioned it as a brand
that understands and supports creative individuals. The campaign resonated well with the
target audience, driving increased sales among athletes and creative communities.

23.  Overall, these campaigns demonstrate Adidas' adeptness at crafting
compelling messages and visuals that resonate with diverse target
audiences. They have been successful in enhancing brand visibility,
reinforcing brand values, and ultimately contributing to increased sales
and market share.