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Adidas
Adidas was founded in 1920 in Germany by Adi Dassler. In the 1940s after World War 2, Adi started making shoes with canvas and rubber. In 1948, Adi and his brother Rudi split their company due to a dispute, with Adi founding Adidas and Rudi founding Puma. Adidas gained popularity after supplying boots for the German national soccer team that won the 1954 World Cup. Today, Adidas has 46,254 employees worldwide and annual revenue of €14.488 billion, making it one of the largest sports apparel companies along with main competitor Nike.
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Adidas
- 1. Presented By: Ruchira Mishra SohrabKakar Dhananjay Dutta Amit Namadas Neeraj Sharma Bidish Goswami Deepak Srivastav
- 2. Background Information • Headquarters-Herzogenaurch, Germany • Employees- 46,254 as of December 2012 • Website- www.adidas.com
- 3. Timeline…. • 1920 AdiDassler made his first shoes in Herzogenaurach near Nuremberg in Germany at the age of 20. • 1925 Developed the first special shoes for soccer and track and field. – Studs and spikes where introduced for the first time. • 1947 After World War – Adi Dassler started with 47 workers – Made post war shoes using canvas and rubber from American fuel tank.
- 4. Timeline Cont. • 1948The two brothers Adi and Rudi Dassler split up due to dispute. • 1948 Adidas registered as a company named after its founder “Adi” and “Das” Dassler. – Rudi, on the advice of an advertising agency changed his company to Puma. • 1954 Breakthrough came when Germany won the Soccer World Cup wearing boots with screw in studs by Adidas in Hungary. • 1960 Adidas apparel for competition and training was produced.
- 5. Timeline Cont. • 1991Adidas equipment was launched. • 1992 A younger target was addressed with street ball. • 1995 In Germany stock market, Adidas was one of the most interesting new listings.
- 6. Timeline Cont. • 1996Adidas equipped 6,000 Olympic athletes from 33 countries. – Adidas athletes won 220 medals, including 70 gold. – Apparel sales increase by 50%. • 1997 Adidas AG obtained the Salomon Group with the brands Salomon, TaylorMade, Mavic and Bonfire. • The new company is named Adidas-Salomon AG.
- 7. Timeline Cont. • 2001first Adidas original store opened in Berlin followed by Tokyo in December. • 2002 Adidas opened its new North American headquarters downtown Portland, Oregon. • Sales reached 6.3 billion and net increase of 14% to 260 million.
- 8. Timeline Cont. • 2004Adidas partnership with Stella McCartney. • 2008 Adidas-Salomon AG bought Reebok. • 2010 Adidas was the Official Sportswear Partner for the Olympics in Beijing.
- 9. Current executive board • • • • • CEO:Herbert Hainer Chief Financial Officer: Robin J. Stalker Global Brands: Erich Stamminger Global Operations: Glenn S. Bennett Global Sales: Roland Auschel
- 10. Products and Revenue •Products :Footwear, sportswear, sports equipment, toiletries • Revenue €14.488 billion (2012) • Profit €1185 million (2012)
- 11. Brand Ambassadors • Global: David Beckham, Kaka and Messi • India: Rohit Sharma
- 12. International Challenges and Competitors •Nike challenges Adidas in home market • Adidas Acquires Reebok to challenge Nike • Competitors – Nike – Puma – Others • Amar Sport • Rossignol
- 13. Market Share • Nike –24% in Indian Market • Adidas and Reebok – 32% in Indian Market – Reebok gave Adidas a 18% share in footwear market • Puma – 5.6% in United States
- 14. Global Market • Numberof Employees 46,254 • Merged with Reebok • Global market share of 35% • Product line is widely ranged
- 15. Global Issues • Europeand India – Slow Growth • Due to rising costs of resources • China – Big Boom • Due to increasing popularity of sports
- 16. Technologies used onAdidas footwear • Viscous material in the heel that absorbs shock, reducing stress on the body. • Elastic cushioning in the forefoot that provides an ultra-dynamic push-off. • Series of lightweight running shoes. • A freely moving heel system that provides a smoother, more natural foot strike, resulting in reduced stress.
- 17. Technologies used onAdidas footwear • Padding located in the rear of the shoe that secures the heel in place and improves stability. • A lightweight midsole that provides stability and support • Outsole cleats that have been injected onto a thin base, providing flexibility, weight reduction and durability. • An outsole specifically designed for optimal grip on soft and uneven surfaces.
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