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組員:06吳佳芸 18林宜錚 28翁怡梵
1948年,創始人AdiDassler用他
的名字adi和姓氏DassIer的部分字
母,合成“adidas”作為商品品牌並
申請註冊。
AdiDassler先生,是一位擁有運動
員身份和鞋匠技術的德國人。
Dassler先生在1920年開始手工製作
運動鞋,之後,世界各國運動員
每每穿著Dassler先生製造的運動鞋
在奧運會中獲得殊榮;他的名氣
因此漸漸地在國際體壇響亮了起
來。
愛迪達(ADIDAS)創辦人
愛迪達商標簡介
1948年Adidas公司的創辦人Dassler首度在其運動鞋上
使用三條線,三條線在1949年註冊成為Adidas商標。
隨著時代的改變,由三條帶子到三塊葉子到三瓣花的
相繼出現,始終圍繞一個三字,因為它代表了adidas
的精神“平等、經典美與最高”。
三葉草”分別代表奧運精神、也是運動員一直追求的
目標—更高、更快、更強。很多的人都認為“三葉
草”的設計代表一朵盛開的花,其實原本它代表的是世
界地圖,將三個大陸板塊連結在一起,也喻意著阿迪達
斯創辦人阿迪.達斯勒在運動鞋上所縫的三條帶子。
愛迪達重要產品或科技的大事紀
1970 Telstar"成為世界盃足球賽首次指定用球
1979 全球最暢銷的足球鞋"Copa Mundial"上市
1985 Aps"吸震跑鞋問世
1988 adidas革命性的"Torsion"系統出現
1993 adidas發明"TubularTechnology"
1994 推出革命性的新產品"Predator"足球鞋
1996 "FeetYouWear"運動鞋上市
1997 宣佈合併以銷售滑雪、高爾夫裝備而聞名
2000
喊出"Impossible is nothing"口號,成功的
創造流行新話題
愛迪達品牌理念
adidas依然秉持Adi Dassler”完美制鞋”的理
念,不斷的與世界級的頂尖運動家與教練交換心
得與需求,經過一連串反覆的測試與考驗,發展
出符合人體工學的各項產品,不但能幫助各類專
業運動家們提升運動表現、更能滿足一般市場消
費者對高品質運動商品的需求。近年來,adidas
不僅在設計上、功能上有新突破,代表性的三條
線設計概念亦在流行趨勢中掀起另一股風潮,席
捲時下的年輕新世代形成流行新風格,帶領全球
運動商品邁向更多元化的遠景。
品牌定位
誰是主要競爭對手:Nike、Jump、
Puma
類同點:
都是針對運動這個項目來做出商品,
共同有的特徵是舒適、保護身體不
受到運動傷害。
品牌箴言
〝Impossible is nothing-沒有不能〞這
句成功的箴言,吸引了年輕人的目
光,也使得愛迪達商品成為顧客心
目中「沒有不可能」的完美運動商
品。
產品定義
核心利益:安全、舒適
基本產品:休閒運動所具備
期望產品:速度變快、增加抓地力、
耐穿
擴充產品:屬y-3特別系列的釘鞋
品牌廣告
• http://www.youtube.com/watch?v=T2PAlfY8o4A&feature=related
http://www.youtube.com/watch?v=8LRDRjBriYE
http://www.youtube.com/watch?v=6bPtPbt9g7M

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