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.

2. 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.

3. Presentation Overview
 Company Profile
 History
 Logo
 Products
 Marketing Strategy
 Financial Position
 Market Share
 SWOT Analysis
 CSR Initiatives
 Controversies
 Sponsorships
 Recent Developments

4. Company Profile
 Founder: Adolf (Adi) Dassler
 CEO: Herbert Hainer
 Headquarters: Herzogenaurach, Germany
 No. Of employees: 46,306
 NYSE: ADS.DE

5. Adolf Dassler

6. Herbert Hainer

7. 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.

8. 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.

9. Products
Footwear Clothing
Accessories
Sporting Goods

10. Marketing Strategies
 Focus on global markets.
 Slogan : Impossible is Nothing
 Positioning: Premium brand
 Often uses market skimming policies with new
products.
 Frequent ads.

11. Financial Position
Sales: €15,900 million
Net Income: €791 million
EPS: € 3.78 (Rs.321.02)

12. Market Share

13. SWOT Analysis
STRENGTHS:
•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.
WEAKNESSES:
•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.

14. CSR Initiatives
 All programmes are built on three complementary pillars –
community involvement, employee involvement and corporate
giving.

15. Sponsorships
 FIFA World Cup
 UEFA Champions League
 Rocky IV
 Skyfall
 Iron Man 3
 Katy Perry

16. Controversies
 2011 All Blacks replica rugby jersey pricing controversy.
 2012 "shackle" sneakers.
 Sweatshops and labor rights violations.