3. 2015
Adi Dassler
registers Adidas after
making shoes for
Olympic gold medal
winners Lina Radke and
Jesse Owens.
1949
1972
Adidas introduces the
Trefoil symbol to
represent performance.
Adidas becomes
a multi-sport line.
1979
1986
Adidas partners
with Run DMC,
creating a merge
of sports with arts
& street style.
1993
New CEO Robert
Louis-Dreyfus,takes
Adidas public”
New CEO,
Herbert
Hainer
2001
2006
Reebok is
acquire to focus
on fitness.
2011
Adidas launched
the ‘All in One’
campaign to
combine fashion,
sports & street
art.
“Creating the
New” Campaign,
aligns with Adidas
objective to lead
in fast fashion.
Kasper
Rorsted to
succeed
Hainer in Q3
2016
history
1924
8. revenue in north america
Billions
2012 2013 2014 2015
13.74
12.299
10.387
8.839
92% basketball shoe marketon-field apparel rights
MLB on-field apparel
sources: nike annual reports 2012-2015, Statista, Sports Daily, Forbes
9. Revenue in North America
Billions
2012 2013 2014 2015
3.456
2.796
2.194
1.727
Stephen Curry
focus on gymnastics
Jordan Spieth's golf shoes
sources: Under Armour Annual Report 2012-2015, CNN, Reuters
10. be the best sports brand in America and the world.
objective
adidas group: strategy 2020 report
13. unclear mission statement
Our mission, vision, and values
The adidas Group strives to be the global leader in
the sporting goods industry with brands built on a
passion for sports and a sporting lifestyle. We are
committed to continuously strengthening our
brands and products to improve our competitive
position.
We are innovative design leaders who seek to
help athletes of all skill levels achieve peak
performance with every product we bring to market.
We are consumer focused and therefore we
continuously improve the quality, look, feel, and
image of our products and our organizational
structures to match and exceed consumer
expectations and to provide them with the highest
value.
We are a global organization that is socially and
environmentally responsible, that embraces
creativity and diversity, and is financially rewarding
for our employees and shareholders.
We are dedicated to consistently delivering
outstanding financial results.
Make all Athletes better
through passion, design,
and relentless pursuit of
innovation.
To bring inspiration and
innovation to every athlete in
the world.
16. describe adidas
Athletic/ Sporty Stylish/ Trendy
adidas survey: Q31: If you had to describe adidas to someone who had never heard of it, what would you tell them about adidas?
17. “Adidas is making
a comeback
because lots of
models are
wearing them”
“Athletic shoes
for actual
athletes”
“soccer”
“They’re a cool brand
that was popular with old
school rap”
“Great fit with
variety of options”
“It has made the
transition to the new
age with fashionable
shoes”
describe adidas
adidas survey: Q31: If you had to describe adidas to someone who had never heard of it, what would you tell them about adidas?
18. challenge two
strong association with soccer
0%
25%
50%
75%
100%
soccer gym basketball
48%
30%
37%
adidas survey: Q19: sports association
21. sneaker freakers
+3 sneakers
own more
sneakers than
average
adidas survey: Q16: How many pairs of sneakers and running shoes do you currently own?
22. 0%
25%
50%
75%
100%
Purhased sneakers in the past 6 months Will Purchased sneakers in the next 6 months
purchase more frequently
sneaker freakers
75% ↑
50%↓
66%↑
57%↓
bought in past 6 months will buy in next 6 months
5+ sneakers
1-2 sneakers
adidas survey: Q4. And which of the following, if any, have you purchased in the past 6 months? Q5. And which of the following, if any, do you think
you’re likely to buy in the next 6 months?
23. UNDER ARMOUR
PUMA
REEBOK
CONVERSE
ADIDAS
NIKE
0% 25% 50% 75% 100%
adidas
15%
16%
26%
34%
42%
73%
more likely to own adidas than other brands
sneaker freakers
adidas survey: Q15. And which of the following brands of sneakers and running shoes do you currently own?
24. 0%
25%
50%
75%
100%
> 2 pairs 3-4 pairs 5+ pairs
13% ↓
23%
42% ↑
most likely to own adidas
sneaker freakers
adidas survey: Q3. Which of the following, if any, do you currently own?
25. who are sneaker freakers?
active life style 78%↑ vs 55%↓
men 20% and women 22%
self-motivated 45%↑ vs 27%↓
feel good when exercise 53%↑ vs 37%
Q16. How many pairs of sneakers and running shoes do you currently own?
athleisure style 40%↑ vs 19%↓
Q8R. NET strongly agree: A I like to wear exercise clothes when I just want to feel comfortable.
Q8R. NET agree: I’ve always been an athletic person.
Q8R. strongly agree: I like the way being physically active makes me feel.
Q8R. NET agree: One of my problems is motivating myself to exercise.
26. about sneaker freakers
care about their appearance
exercise to look attractive 40%↑ vs 16%↓
like to look stylish to exercise 33%↑ vs 7%↓
notice what workout clothes people wear 33%↑ vs 75↓
look at the workout clothes celebrity wear 33%↑ vs 7%↓
feel more athletic with sneakers on 36%↑ vs 16%↓
Q8R NET Agree: I notice what workout clothes other people I see are wearing.
Q8R NET strongly agree: I exercise so that I look attractive.
Q8R NET agree: I watch what workout clothes celebrities wear.
Q8R NET strongly agree: when I put on my sneakers/athletic shoes, I feel more athletic than before I put them on
Q8R NET strongly agree: I like to look stylish when I workout.
31. exciting
a night with a
little bit of
danger
lives for
the moment
nike
8
nike
11
converse
0
adidas
3
converse
3
can improve
your game
adidas
6
converse
-13adidas
3
nike
2
adidas survey: Q24 brand party
adidas survey: Q22/23 is someone who has just the right
amount of aggression
adidas survey: Q22/23 is someone
who has just the right amount of aggression
34. evidence for insight
- Schlegel, Rebecca J, Hicks, Joshua A, King, Laura A, Arndt, Jamie,
Personality and Social Psychology Bulletin
"The essence of who a person really is has been labeled the
“true self,” and an emerging area of research suggests that this
self-concept plays an important role in the creation of a fulfilling
experience."
- Mark Twain
“Challenges make life interesting, however, overcoming them is
what makes life meaningful.”
35. people want to be challenged without changing
who they are
insight
