The Adidas Group is a major multinational corporation that manufactures sporting goods. Founded in Germany in 1924, it owns brands like Adidas and Reebok. The company aims to be the global leader in sporting goods through innovation, a passion for sports, and understanding consumer needs. It focuses on building its brands and strengthening products through a global presence and dedication to design, consumers, and innovation.

2.  Formerly called -Dassler Schuhfabrik (1924–
1949)
 Industry- Apparel, Accessories
 Founded- July 1924
 Founder- Adolf Dassler
 Headquaters- Herzogenaurach, Germany
 Area Served- Worldwide
 Owns brands-Reebok , Taylormade

3.  Goal
Their goal as a Group is to lead the sporting goods
industry with brands built upon a passion for sports and
a sporting lifestyle. Inspired by our heritage, they know
that a profound understanding of the consumer and
customer is essential to achieving this goal. To
anticipate and respond to their needs, they continuously
strive to create a culture of innovation, challenging
themselves to break with convention and embrace
change.
 Vision
To be the most respected and successful enterprise,
delighting customers with a wide range of products and
solutions in the automobile industry with the best
people and the best technology.

4. 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 innovation and design leaders
 We are consumer focused
 We are a global organization
 We are dedicated

6. Multinational sporting brand
Provides highest quality sporting equipment
Involves luxury items
Target audience are sports people..

8.  Segmentation- Young men, women and children who
have passion for fitness and sports
 Targeting-
 Mostly youth between ages 13 – 30
 The consumer is from upper middle and upper class
 The consumer is working & love sports
 The Consumer is fashionable and stylish

9.  Positioning-
 The shoes are comfortable as compared to any
other in the segment
 The apparels are stylish & designed to suit the consumer
need
 The eye gear and the perfumes are serving the
niche segment

10.  Football
 Tennis
 Golf
 Cricket
 Basketball
 Lacrosse
 Rugby
 Gymnastics
 Skateboarding
 Top football clubs

11. Adidas main competitors are as
follows:

12. Global Rank: 15,635
Ranking
Indian Rank : 1,112
Visitors Engagement
Bounce rate Daily page view Daily
per visitor time on site
39.60% 4.33 4:55

13.  Adidas.co.in's visitors come from:
 Search visits : 12.60%
 Upstream sites:
1. google.co.in : 30.9%
2. youtube.com : 7.0%
3. google.com : 5.2%
4. amazon.in : 5.2%
5. myntra.com : 2.5%

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15.  Adidas posts existing video tabs and other visual
content, this leads to a full use of content a brand
have on other social channels.
 They like pages that are created for the clients they
have, the sportsmen and women they work with and
their other associations
 If Adidas releases new equipment, these pages could
share the content to their audience if they will be
using it, this would come as some new for both
parties.

16.  This account mainly retweet the other adidas brand
account & bring the brand together as a whole.
 The retweets are mostly of videos and images posted
by the brand accounts and then promoted on this
account.
 During the matches, brand tweets images of these
athletes who used adidas equipment using the trending
hashtag for the match.
 LIKENDIN
 Number of followers-364.4K
 They posts motivational quotes by their
associated sportsmen/community.

17. Score card 74.5 out of 100
It shows :
 Overall activation on different social
media platforms of adidas
 More availability on instagram , twitter &
on apps as compare to other platforms
 Adidas have followers list in (lakhs) on
twitter ,facebook and likendin specially.
 Regular interaction via social campaigns.

18.  Affiliate marketing, in which a business
rewards its affiliates for bringing new
customers
 Adidas was also watchful of what it paid out
to affiliates. Instead of giving every affiliate
an 8-10% commission for posting, affiliates
who came in closer to midway through a
campaign would get closer to 1% or 2%.
 affiliate marketing value went up
approximately 60% and the conversion rate
was up 57% year-over-year. The company
was able to add more than 150 new affiliates
to its lineup over a couple of months.

19.  Some examples of affiliate marketing work
by adidas Group included:
 Putting retail offers on affiliate websites to
drive people to bricks-and-mortar stores.
 Giving a welcome gift to new affiliate
marketers, whether they came to adidas or
adidas found them.
 Rolling out storefronts managed by Reebok
on CrossFit gym websites equipping gym
owners with the ability to offer free shipping
and setting up the brand page for them.
 Taking over 20-30 websites with avid soccer
audiences during the World Cup and paying
them on a performance basis.

20.  Focus on what is most important to your
business
 Pilot Test, Scale up and Repeat
 Follow the market, but create your
own strategy template
 Digital Marketing budget allocation is an
ongoing task
 70:20:10 Rule of Digital Budget Planning

21.  Adidas shifted the majority of its marketing budget
into digital marketing and media, including a focus on
real-time content and online video.
 The sportswear giant is planning on directing its €2bn
(£1.6bn) marketing into the digital space with the aim
of quickly recovering its lost market share to Nike.
 The digital spend will particularly go towards
developing Adidas' Digital Newsrooms after claiming
the tactic made it the most talked about brand during
the World Cup.
 Alongside an increased focus on digital marketing,
Adidas plans on dedicating significant funds into
visual merchandising and creating a more coherent
experience between its online and physical channels to
amplify its marketing efforts.

22.  Number of new players suddenly coming into
sports cloth wear/footwear.
 Increased competition from other brands on digital
platforms.
 Targeting more street & youthful audience through
social networking and appeal to next generation.
 Image consciousness.
 Interactive content on digital platforms.
 Wider scale marketing technology adoption.
 “Pay to play” on social networking.
 Customized message to customers in different
channels.