Adidas Brand Audit

T A B L E O F C O N T E N T S
Executive Summary...............................................................................................................2
Brand Identity.........................................................................................................................3
Brand Portfolio.............................................................................................................4
Brand Hierarchy ..........................................................................................................7
Competitive Positioning Matrix .................................................................................8
Visual Identity .............................................................................................................9
Brand Exploratory................................................................................................................11
Brand Descriptive................................................................................................................15
Strategic Recommendations...............................................................................................18
Conclusion...........................................................................................................................21
Appendix...............................................................................................................................22
1

E X E C U T I V E S U M M A R Y
Adidas is the large component of The adidas Group, a German multinational
corporation that designs and manufactures athletic clothes and equipment for a variety
of sports. It was founded in 1920 by Adolf “Adi” Dassler, and its headquarters is found in
Herzogenaurach, Bavaria. Adidas is the second largest sportswear corporation in the
United States and the largest in Europe. Their mission is “to be the leading sports brand
in the world,” and they wish to accomplish this goal through two distinct market
segments: Sport performance and Sport style. Adidas is committed to being authentic,
passionate, innovative, inspirational, committed, and honest.1
To learn more about customer’s associations and perceptions with the Adidas
brand, we conducted focus groups as primary research. During our meeting time with
the group, we were able to gather many helpful insights into customer perception. In
addition to our focus groups, we conducted a Qualtrics survey to gather quantitative
information about Adidas. From our two facets of primary research, we were able to
clearly understand that Adidas is believed to create and carry an array of quality
products, be closely associated with soccer, and have incredibly similar market
positioning to Nike.
In order to better differentiate its brand, we suggest that Adidas focuses on
expanding its current “creative” campaign. In this brand audit, we will expand on how
Adidas can best utilize their current marketing resources as well as their potential
resources to successfully differentiate themselves in the sporting goods market and
achieve their goal of being the leading sports brand of the world.

1
“Our Mission and Values.” (n.d.) Retrieved 8 March 2016, from
http://careers.adidasgroup.com/adidas/missionandvalues.aspx
2

B R A N D I D E N T I T Y
PORTFOLIO
Adidas currently offers a multitude of products in the sportswear industry.
However, this audit focuses primarily on the sports shoes that the brand provides.
Currently, the Adidas website features four categories in regards to sport shoes:
basketball, football, soccer and running.
For each individual sport, the brand caters to both professional basketball
players as well as those who purchase the shoes for more casual purposes, making
unique offerings for men, women, and children. Most of the individual shoe lines can be
customized in regards to color and functionality, with more customized shoes having a
direct impact on price. The brand utilizes mostly competitive pricing strategies with
their products, remaining comparable to other sportswear lines in the industry. This
includes a wide range of prices, from below $100 for run of the mill lines to over several
hundred dollars for elite, customized options. Distribution occurs through retail
locations and website sales primarily. The brand has expanded internationally, with
headquarters in the United States, Central America, Europe and Asia.
3

Basketball Football Soccer Running
Product 55 unique sneaker
offerings
Unique offerings for men,
women, and children
Made with lightweight,
quality materials to
encourage speed,
stability, propulsion, and
efficiency
Customizable options in
regards to color, design,
and functionality
Made in varying sizes
from 6.5-15 (men)
Different shoe lines
endorsed by professional
basketball players
28 uniquely designed
football cleats
Unique offerings for
men and women
Bold printed design
Unique technologies
trademarked by
Adidas for highest
quality and function
that encourage
durability, stability,
and speed
Customizable options
in regards to color,
design, and
functionality
from 9-15
Various lines
including CrazyQuick,
Cleathead, adizero 5
star
Over 90 unique soccer
cleat offerings
men, women, kids
from 6.5-13.5
Designed for maximum
speed and traction
Technologies and
functionalities
trademarked by Adidas
Customizable options in
regards to color, design,
and functionality
Partnered with
professional athletes
for design of certain
cleats
Various lines including
Ace, X, Gloro, Samba,
PrimeKnit
150+ uniquely designed
running and walking
shoes
men, women, kids
from 6.5-13.5
Patented Adidas
technologies for speed,
stability,
weight,durability, etc.
20+ lines/varieties
Partnerships with
professional trainers
and celebrities
Customizable options
in regards to color,
design, and
functionality
Price Competitive pricing strategies for run of the mill and lower-priced shoe lines
Skimming pricing strategy for newly introduced or uniquely designed shoes
Price rises when additional design features or functionality are applied
Prices range from
$50-$160+/pair
Prices range from
$95-$150+/pair
Prices range from
$55-$300+/pair
Prices range from
$65-$180+/pair
Distribution Three primary distribution channels including:
Manufacturing --> Adidas Outlets --> End Customer
Manufacturing --> Distributor --> Multibrand Showrooms
Manufacturing --> Online fashion websites/Adidas website --> End Customer
International Distribution including Headquarters in
United States
Central America
Europe
Asia
Promotion Celebrity endorsements
and partnerships with:
Derrick Rose
Damian Lillard
John Wall
Promoted together
with soccer cleats
Twitter, YouTube,
Facebook accounts
Promoted together with
football cleats
Twitter, YouTube,
Facebook accounts
Twitter, YouTube,
Facebook accounts
dedicated specifically
to Adidas running
4

Official on-court apparel
provider for the NBA
Sponsorship of
international sports
teams including
Columbia, Turkey, Great
Britain, etc.
Creative, energetic
television advertisements
Twitter, YouTube,
Facebook accounts
dedicated specifically to
Adidas "Hoops"
Seasonal sales online
and in stores
dedicated specifically
to Adidas Football
Celebrity
endorsements and
partnerships with
various pro-football
players, including:
Tyler Lockett
Aaron Rodgers
Jimmy Graham
and in stores
Sponsorship of
various Olympic
Teams, including
United States
China
Brazil
dedicated specifically to
Adidas Soccer
Celebrity
endorsements/partners
hips with various
pro-soccer players,
including:
Leo Messi
Thomas Muller
David Beckham
Sponsorship of FIFA
Franchise in its entirety
Pro soccer team
apparel provider for
various teams, including
Seattle Sounders
and in stores
Celebrity
endorsements/partners
hips with various
professionals,
including:
Ally Love
Karly Kloss
Robin Arzon
Sponsorship of Boston
Marathon
and in stores
Basketball
Adidas offers over 55 different versions of their basketball shoes, with a focus on
the use of lightweight, quality material to emphasize speed and propulsion on the court.
They are the official on-court apparel for provider for the National Basketball
Association. They also sponsor several professional players, with whom they also work
to design uniquely branded lines.
Football
Because both sports require cleats, Adidas’ promotes their football cleats very
closely with their soccer cleats. The brand currently offers over 25 unique lines, with
trademarked quality elements that encourage speed and durability. This includes
several categories within the football cleat line, including CrazyQuick, Cleathead, and
adizero. Adidas also promotes these shoes with celebrity endorsements with
well-known players such as Jimmy Graham and Aaron Rodgers, as well as with up and
coming athletes like Tyler Lockett.
5

Soccer
Adidas’ soccer cleats are the shoe category that the firm places the most
emphasis on currently. The Adidas brand has infiltrated the FIFA organization
completely through sponsorships of players, events, and the organization itself. The
brand also sponsors individual pro soccer teams, providing all on-field apparel for
teams such as the Seattle Sounders. Celebrity endorsements are also prevalent, with
sponsorship of big name players such as Leo Messi, Thomas Muller and David
Beckham.
Running
In the running shoe category, Adidas focuses more on the everyday consumer,
providing a large variety of shoe lines from casual to professional. Patented
technologies increase durability and speed, and customizable color and fit options
allow for personal expression. The brand also sponsors the Boston Marathon, an
internationally recognized marathon each year. Endorsements for the running category
come from such professionals as Ally Love and Karly Kloss.
6

The primary target market for most of Adidas’ shoe lines are middle-tier athletes
who are playing on school teams, community teams, or recreational teams. The brand
also caters to workout enthusiasts and those who are utilizing the products mainly in
the sense of fashion. To reach these consumers, Adidas promotes heavily through their
secondary target market of professional athletes. While many professional athletes,
teams, and organizations are currently sponsored by Adidas, this is primarily for
aspirational and motivational purposes, to encourage lower-level athletes to purchase
the shoes that their favorite athletes do. These lower-level athletes use the products
during practices, games and for recreational purposes.
HIERARCHY
The corporate brand of Adidas is “Adidas Group” and has 3 other sister brands
that include Rockport, Reebok and TaylorMade. All brands that sell sportswear and
equipment that would appeal to similar demographics as Adidas. Adidas is broken
down into three individual brands by the names of “Originals”, “Adidas Neo”, and Stella
McCartney. The Originals brand consists of shoes, clothing and accessories that are
more classic to the brand. Adidas Neo offers shoes and clothing that are made in bright
colors and bold, modern designs. Lastly Stella McCartney features a more fashion
forward line of clothing, shoes and accessories for just women filled with unique floral
designs and textures.
7

COMPETITIVE POSITIONING MATRIX

Adidas has four main competitors within the athletic clothing and equipment
industry. The first and most prominent of these is Nike. Adidas and Nike have a lot in
common regarding high quality products, worldwide presence, sponsorships, and
diversity in product lines. The two are often considered to be direct competitors. Under
Armour is another high quality sports brand, but is known for other specialty athletic
product categories such as hunting. It also does not have as much of a worldwide
presence. New Balance and Skechers are built for performance, but are more focused
on function over fashion than both Adidas and Nike. All brands target Men, Women, and
Children who are active in sports and overall athletic lifestyles.
8

exploring the mark
adVenture
As we know it, the adidas logo is a strong and simple icon found throughout the sports sphere around
the world. The initial 1949 logo was a rather literal symbol of the company’s product, replaced in 1971
by a trefoil illustration just in time for the 1972 Munich Olympic Games. The 1971 logo is still used
today for the adidas Originals collection. The 1990 mark was said to represent the obstacles and
achievments reached by athletes while alluding to the three stripes found on the classic shoe design.
Over the past 25 years, adidas has gained strong
resonance with the 1990 logo. Seen on the
sportswear of thousands of professional athletes in
virtually every major sport.
More abstractly, adidas has become synonymous
with the “three stripes” graphic element and even the
phrase, utilizing this motif initially on shoes, but
expanding to jerseys, other apparel, and visual
advertising.
In 2005, adidas gained a new mark, taking advantage
of the well known visual identity. Despite this, the
1990 logo is still widely used primarily in athletics.
custom font “adineue” was created in
2011 by design firm Sid Lee for the
“adidas - all in” campaign
although
subtle, the
official use of
the lowercase
“a” has been
extended
throughout
many brand
materials
geometric symmetry and low stroke
contrast make anineue easily useable
in a variety of languages
History. (n.d.). Retrieved January 29, 2016, from http://www.adidas-group.com/en/group/history/
How the Adidas logo earned its stripes. (n.d.). Retrieved January 29, 2016, from http://www.cre-
ativebloq.com/logo-design/how-adidas-logo-earned-its-stripes-11135390

slogans
visual identity
adVenture
Impossible is Nothing
In 2004, adidas launched the “Impossible is Nothing” campaign
inspired by a quote from Muhammed Ali, who also appeared
throughout the campaign. Mostly targeting their athletic audience,
adidas encouraged it’s buyers to “desire to push yourself further,
to surpass limits, to break new ground.”
Adidas primarily uses black and white (as their iconic shoes
have been in past years) for a lot of their brand identifiers.
However, among their recent product design and correlat-
ing promotion visuals, adidas uses a large variety of (often
loud) colors.
Common visual styles include high contrast in graphics,
colors, and imagery, well defined type heirarchy, and stark,
integrated graphic elements in photography. Images from
sporting events of sponsored athletes are often used, but
with minimalistic design.
Although adidas has been around for about 65 years, two
slogans stand as most prevelent, at least in the digital age.
adidas is all in
Proclaimed as “the biggest marketing campaign in the brand’s
history”, in 2011 adidas launched “all in”. Their hope was to
diversify and encompass all of the aspects of the sub-brands
(adidas Sport Performance, adidas Originals, and adidas Sport
Style) on a global scale.
Sid Lee - Adidas - All In. (n.d.). Retrieved January 29, 2016, from http://sidlee.com/en/work/Adidas/All In
Adidas is all in - Launching the biggest marketing campaign in the brand's history. (n.d.). Retrieved January 29, 2016, from http://ww-
w.adidas-group.com/en/media/news-archive/press-releases/2011/adidas-all-launching-biggest-marketing-campaign-brands-history/

B R A N D E X P L O R A T O R Y
Focus Group
To gain a deeper understanding of how the Adidas brand is viewed in the minds of
consumers, a focus group was conducted to foster conversation and gain insights. (Appendix
1)
Participant Profiles
Observation Techniques
Recorded observations by taking notes and filming the focus group
Facilitated discussion about the athletic clothing industry, aided by a list of predetermined
questions
Asked follow-up questions when appropriate to better understand attendees’ answers
Kept discussion on track if conversation started to stray away from Adidas and/or the athletic
clothing industry
Conducted a brand association exercise with projection questions & inquired about attendees’
knowledge regarding Adidas logos
11

Insights Gathered
While participants were familiar with the Adidas brand, they associated Adidas
products very closely with Nike in all aspects.
Regardless of the question asked, the conversation almost always migrated back
towards Nike, Nike’s branding strategies, and Nike’s products. Even when the question
was specific to the Adidas brand (e.g. “What comes to mind when I say Adidas?”),
participants would attempt to answer about Adidas, but often lacked adequate
information to form a fluent answer about the brand specifically. Many would then
revert back to Nike and use it as a comparison point, due to the fact that they were
much more knowledgeable about and familiar with the Nike brand.
Adidas is viewed as more of a specialty brand as opposed to a general athletic lifestyle
brand.
Participants almost exclusively related Adidas products to a specific sport and
function. The predominant sport mentioned was soccer, with some mention of CrossFit
as well. The brand is positioned specifically in our participants minds as soccer gear,
therefore barring Adidas products from our participant’s consideration set in regards to
casual athletic wear.
Price is a very important consideration, and often a deciding factor, when purchasing
athletic wear.
Many of our participants claimed that they did not purchase Adidas products
because they thought that they were too expensive. In fact, even when specific brand
names were not mentioned, participants said that they would choose one product over
another based on price when making in-store purchase decisions.
12

People in in the surrounding environment play a significant role in purchasing
decision.
It was found that our participants relied on word of mouth in their research of
products that they like or now wear. Some also stated that what people were wearing at
the gym for example had a big influence on what brand they bought because if many
people are wearing it, it must be a good product. Commercials and printed advertising
are a factor when making a purchase for athletic products but aren’t as crucial to the
decision as the people their surrounding environment.
Sports vs. Apparel.
Participants immediately chose specific sports like Soccer, Tennis and Crossfit
as the first things that come to mind when hearing the brand Adidas. When talking
about Nike, things like shoes, ads and taglines were popular topics. It seems as though
when a company gets into people’s minds visually and sonically, the brand tends to
stick with the consumer more than sports sponsorships according to this focus group.
Many participants were also not aware that Adidas even sold attire for football or
basketball.
Innovation
Unique soccer cleats and accessories like the Nike Fuel Band are aspects of Nike
that are keeping customers loyal and away from the Adidas brand. Innovation is
important in the mind of the consumer. They keep a brand exciting and keep people
wanting to see what the brand does next. Adidas has innovative products like the
MiCoach which is a data collecting soccer ball but because their advertising is not as
abundant as Nike and the product is not widely applicable, it is hard for people to recall
the brand.
13

Uncommitted, Unknown
Focus group participants seemed to exhibit very mild personal relationships with
Adidas. In response to the projection question “If Adidas was your friend, what kind of
friend would they be?” Adidas was described as “the friend who you say you will hang
out with but never do” or “that person you meet all the time that you can’t really
remember the name of.” While seemingly minor reactions, these responses reflected a
broader feeling of unfamiliarity or foreign quality to Adidas. Despite most participants
recalling a time in their life during which they had owned Adidas products (some even
making repeated purchases over a span of 2-4 years), the young adults of the focus
group conveyed never reaching a level of intimacy or personal association with Adidas
Lack of Loyalty
While the participants seemed to be very associated with Nike because of its
large presence in the U.S., they did not seem to be loyal to any specific athletic brand.
Sales were very important when making a purchase decision, and after that was quality.
Most participants agreed that brand was the least important aspect of choosing which
athletic clothing to buy.
Conclusions Drawn
Once these preliminary insights were gathered, we had a fairly clear
understanding that the Adidas brand does not have a clear, differentiated market
position when it comes to sports shoes. While most people we spoke to were aware of
the brand, they did had very little loyalty or preference for Adidas. To gain further insight
as to why, further research was conducted, as outlined in the following section.
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B R A N D D E S C R I P T I V E
To gain further insights into consumer’s perceptions and associations of the Adidas
brand, a Qualtrics survey was conducted. (Appendix 2)
ADIDAS SURVEY RESULTS - INITIAL OBSERVATIONS
● Most respondents were aware of Adidas, but only as Nike’s competitor
● Brand preference and brand loyalty to Adidas was very low
● Most respondents had interacted with Adidas products in some way
Strongest Associations:
● Quality products
● Comfortable products
● A variety of products
● Nike
● Soccer
● Shoes
● Workout clothes - T-shirts, sweatpants
● 3 Stripes
Medium-Strength Associations:
● Affordable products
● Uniqueness in style/fashion
● Positive experience with Adidas products
● Tennis
● Running
● Europe
● White and black
Associated Brands:
● Nike
● Brooks
● Northface
● Under Armour

15

From the online Qualtrics survey, we were able to clearly understand that the
Adidas brand is most closely associated with Nike and Soccer. Respondents also
believed that Adidas produced quality products and had a wide variety of offerings.
Weaker associations including other sports such as tennis and running were also
mentioned. However, the prevailing theme was that the Adidas brand has been
positioned almost identically to Nike. Because Nike has such a strong market position,
it was understood that this lack of differentiated positioning posed a significant
problem for Adidas.

Adidas Knowledge Structure
Using Qualtrics Survey Software, respondents were asked a series of questions
regarding Adidas athletic products. The questions were created in attempt to determine
associations one may have with the Adidas brand and how strong those associations
are. The results show that some of the most strong associations users have with the
Adidas brand are quality, comfort, and variety. All of these are positive aspects and
provide encouraging feedback for the brand. Another one of the most prominent ties to
Adidas was its link to athletics, specifically soccer. Respondents often recalled both the
three-stripes that run across most, if not all, adidas clothing products. That image has
clearly left an imprint in consumers’ minds.
The second tier of associations for respondents includes affordability,
uniqueness in style & fashion, positive experience with product interaction, and other
sports such as tennis and running. There also seemed to be a recognition of Adidas’
roots in Europe. In regards to the brand’s image, the colors black and white were a
relatively strong association to the brand.
16

Perhaps the most prominent and recurring association from respondents was
their constant referral back to the Nike brand. Many described Adidas as the runner up
to Nike, and while other brands like Under Armour and NorthFace were discussed in the
survey, Nike proved to be the one most associated with Adidas in all aspects. This data
points towards Adidas’ potential need to differentiate themselves from the Nike brand
and create a prominence in the minds of the consumer.
17

S T R A T E G I C R E C O M M E N D A T I O N S
Through our research on the perceptions and associations of the Adidas brand,
we discovered that most respondents were aware of Adidas, but only as Nike’s
competitor. Regardless of the question asked, the conversation almost always migrated
back towards Nike and its branding strategies and products. This raised a red flag, and
we realized Adidas would greatly benefit from implementing marketing strategies that
would differentiate them from Nike, and set them apart as a brand entirely.
The strategic recommendation that we would like to put in
place for Adidas is a repositioning of their current Ad
Campaign, “HereToCreate”. Currently Adidas is using
professional athletes to make videos of how they create on the
field or court. To take it further we are going to make an app
that allows people to share original creations whether that be
workouts, recipes, style, art, written pieces, and music. To help
get this app going we are not only going to continue to get
athletes to use it, but musicians and singers to be involved with
the project as well. Adidas already partners with big names
such as Selena Gomez and Pharrell and we believe that they
can help launch this into something big. We want to position
ourselves as the company where the consumer is in the driver's
seat of possibilities. We want them “HereToCreate.”
Elements of HereToCreate Application
The app will feature six categories that app users can upload their
“creations” into, including:
○ Workout
Workouts that people have created and have found to be
effective
○ Nutrition
Meals that people have found/created to taste good and
healthy
○ Style
Outfits and fashion trends
○ Art
Paintings, Drawings, DIY, and Crafts, etc.
18

○ Write
Poems, Inspirational quotes, Essays, Lyrics, etc.
○ Sound
Songs and Playlists
● Each user will have their own profile that will create a personal board of all of
their “favorited” content that they have found through the app.
● Athletes and music artists will have “verified” accounts where users can easily
find content that those celebrities have posted.
The HereToCreate mobile application is a user friendly platform catered to
anyone and everyone. It is not just for the elite fitness gurus of the world, but for anyone
interested in expanding their creativity. Athletes, food fanatics, artists, fashionistas,
writers, and musicians can all exercise their creative passions within this application.
The diverse capabilities of the HereToCreate app make room for expansion of the
Adidas market. It will play a huge role in attracting new customers who are interested in
more than just sports--those that want to be part of something greater. Adidas’ tagline
“all in” will now encompass so much more than just athletics. The idea of “allin” is also
reflective of being inclusive and expandable. Working towards an inviting and
welcoming aura should be Adidas’ number one priority.
Its also important to point out how their sub-brands, “Adidas Neo” and “Stella
McCartney” show Adidas current strides to move away from a strictly athletic brand to
one that provides its customers with products that are brighter and bolder. These styles
and designs bring a creative edge to a workout and even everyday wear, pulling them
19

away from Nike. HereToCreate pushes this idea even further and ideally away from its
largest competitor all together.
Differentiation From Nike
The primary goal of the HereToCreate campaign is to set the Adidas brand apart
from that of Nike. Both brands are currently associated almost entirely with sports,
sportswear, activewear, and athletics. The HereToCreate campaign allows the Adidas
brand to breakaway from this stigma and reposition themselves as a lifestyle brand,
reaching an entirely different segment than Nike is able to.
Nike’s most memorable campaign was the “Just Do It” campaign, focusing on
greatness achieved through sports and athletics. The campaign strives to inspire
individuals to push and motivate themselves to achieve their athletic goals. In the past,
Adidas has run similar campaigns, such as the “All In” campaign. This was exceptionally
similar to the “Just Do It” campaign, featuring dramatic images of athletes in action, and
meant to inspire individuals to give their athletic endeavors their “all”.
The repositioning of the HereToCreate campaign will take Adidas in a different
direction, and will aim to associate the Adidas brand with all forms of creation -
essentially inspiring the app user to “Create Themselves”. To give the user some level of
familiarity and comfortability with the app, a workout element will be integrated. This
will be expanded upon with the nutrition, art, style, writing, and sound portions of the
app. Celebrities who have been innovative and creative in their fields (Kanye West,
Pharrell, Selena Gomez) and are well-known outside of the athletic sphere will be
brought into encourage the user to become all that they can be. This will allow the
Adidas brand to grow into a fashion statement, an inspiration, and a functional
company. An entire lifestyle experience will be created that it is entirely differentiated
from Nike.
20

C O N C L U S I O N
Adidas offers high-quality, fashionable products to their consumers. They are
seen as comfortable, affordable, and unique. Most consumers that have had any
experience whatsoever with the Adidas brand remember having a positive experience.
Currently, the first thing that really comes to mind when a consumer is asked
about Adidas is specialty products. They understand that professional athletes,
specifically soccer players, use Adidas products. The brand is not normally in the
average consumer’s consideration set when contemplating the purchase of casual or
even functional athletic wear, although Adidas offers a variety of products - the majority
of which are suitable to the everyday consumer. The brand is also very closely
associated with their competitors, specifically Nike. Often, when an individual was
asked specifically about Adidas, they were only able to answer with information about
Nike. This indicates that the most available information to the consumer was
information about Nike, further indicating that Nike’s marketing communications have
been more effective than Adidas.
Based on our preliminary research, it is evident that Adidas needs to reposition
itself away from Nike. This will be achieved through the creation of an interactive app,
entitled HereToCreate, that inspires Adidas’ customers to “Create Themselves” through
a multitude of methods. In doing so, Adidas will stay true to its core competency of
athletics while also expanding itself into much more. The app will inspire new
communities, personal growth, and exciting experiences.
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A P P E N D I X
Appendix 1 - Focus Group
Focus Group Details
Time
February 5, 2016 1:00pm-2:00pm
Attendees
Mileah Smith, Caleb Andonian, Sarah Burley, Jake Tull, Jasper Mamaril
Questions Asked
What comes to mind when I mention athletic brands?
Which of these brands do you actually use and why?
Is there a particular athletic brand that you feel loyal to?
What do you value in athletic brand products?
What influencers are present when you are making a purchase decision regarding
athletic products?
What comes to mind when I say “Adidas”?
What kind of person uses Adidas? When and where do they use Adidas?
What sets Adidas apart from other athletics companies?
What is your personal relationship or experience with Adidas?
If Adidas was your friend, what kind of friend would they be?
Do you think of Adidas as fashionable? Why, in what way?
In what scenario would you purchase Adidas products?
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Appendix 2 - Qualtrics Survey Details
CONSENT TO PARTICIPATE IN RESEARCH
The current research is being conducted by undergraduate marketing students, from Western
Washington University. The purpose of this research is to understand consumer perception of
certain athletic brands. Attitudes will be assessed through a series of questions. The results
of this research will be used for an undergraduate marketing project.
At the end of the survey, you will be asked to provide basic demographic information.
Although no personally identifiable information will be gathered, a breach of confidentiality is
always a risk of participation in research. By clicking through to the next page, you are
indicating your consent to participate in this research study. The study will take approximately
15 minutes. Participation in the study is voluntary and you must be 18 years of age or older.
You have the right to withdraw your consent at any time by closing the window. Your answers
will remain confidential and will be considered only in aggregate with no reference to specific
individuals.
If you have any questions regarding this research, contact Nick Danielson at 206-293-4597 or
nick.danielson@wwu.edu.
A D I D A S Q U A L T R I C S S U R V E Y
1. Have you interacted with Adidas sportswear products before?
❏ Yes
❏ No
Those who chose “Yes” above will answer the following questions
2. What descriptions and associations come to mind when you think of Adidas?
3. Please indicate, using the scale, how much you agree with the following statements:
Adidas is the pinnacle of athletic sportswear.
23

Adidas is unique in terms of sports.
Adidas is unique in terms of fashion.
Adidas is is unique in terms of style.
Adidas provides quality products.
Adidas products are comfortable.
Adidas offers a variety of products.
24

Adidas products are affordable.
Adidas offers sportswear for all types of athletes.
4. Which of the following are you most likely to purchase?
❏ Adidas
❏ Nike
❏ Under Armour
❏ Other
5. On a scale of 1-7, 1 being very low and 7 being very high, how important do you consider
qualityto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
priceto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
25

styleto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
comfortto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
9. On a scale of 1-7, 1 being very low and 7 being very high, how would you rate your overall
experience with Adidas products?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
10. On a scale of 1-7, 1 being very low and 7 being very high, how likely are you to use Adidas
products over other products?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
11. On a scale of 1-7, 1 being very low and 7 being very high, how loyal to the Adidas brand do
you consider yourself to be?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
12. On a scale of 1-7, 1 being very low and 7 being very high, how likely are you to recommend
Adidas to a friend?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
13. On a scale of 1-7, 1 being very low and 7 being very high, how closely do you associate the
following sports/activities with Adidas products?
Soccer
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
Tennis
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
Basketball
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
26

Football
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
CrossFit
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
Running
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
Demographic Questions:
1. What is your gender
Male
Female
Transgender
Prefer not to disclose
2. What is your age?
Under 18
18-24
25-34
35-54
55+
3. What is your ethnicity?
White
Hispanic or Latino
Black or African American
Native American or American Indian
Asian/Pacific Islander
Other
4. What is your employment status?
Employed
Unemployed
Student
Retired
Other
27

5. On a scale of 1-5, 1 being very unathletic and 5 being very athletic, how much of an athlete
do you consider yourself to be?
1 ￮2 ￮3 ￮4 ￮5 ￮
6. If you currently play any sports, to any degree, please list them below:
QUESTIONS FOR NEVER INTERACTING WITH ADIDAS
Choosing “No” to the very first question
(Redirect in Qualtrics to secondary survey)
1. On a scale of 1-7, 1 being very low and 7 being very high, how familiar are you with the
brand Adidas?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
2. What descriptions and associations come to mind when you think of Adidas?
3. In terms of sportswear and athletics, what brands do you tend to use?
qualityto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
priceto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
styleto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
comfortto be when shopping for sportswear?
1 ￮2 ￮3 ￮4 ￮5 ￮6 ￮7 ￮
28

8. In your eyes, who are the biggest name brands in the athletic/sportswear industry?
Demographic Questions:
1. What is your gender
Male
Female
Transgender
Prefer not to disclose
2. What is your age?
Under 18
18-24
25-34
35-54
55+
3. What is your ethnicity?
White
Hispanic or Latino
Black or African American
Native American or American Indian
Asian/Pacific Islander
Other
4. What is your employment status?
Employed
Unemployed
Student
Retired
Other
5. On a scale of 1-5, 1 being very unathletic and 5 being very athletic, how much of an athlete
do you consider yourself to be?
1 ￮2 ￮3 ￮4 ￮5 ￮
6. If you currently play any sports, to any degree, please list them below:
FINAL SURVEY LINK: https://wwu.az1.qualtrics.com/SE/?SID=SV_25iQNY7kQibvOSh
29

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