Adi Dassler had a dream to create the best sport shoes possible to protect athletes from injury while being durable and combining strength and innovation. Over the decades, Adidas grew to be a large international brand through strategic sponsorships of teams and events, endorsement deals, and advertising using famous slogans across various media like magazines, billboards, and celebrity partnerships. While strong in brand image and ambassadors, Adidas also faces threats from competitors with larger market share and budgets.

1. Adi Dassler had a dream: to make the best sport shoes possible.

2. What Adi Dassler want?
 To produce the best shoe to serve the needs of the sport.
 To protect the athlete from injury, and to make the product
durable.
 To make products that combine strength with innovation.

3. History
1920’s shoes 1930’s shoes 1940’s shoes 1950’s shoes
1960’s shoes 1970’s shoes 1980’s shoes 1990’s shoes

4. SWOT Analysis

5. Strengths Weaknesses
•Largest international portfolio of •Rigid pricing structure
sport ambassadors •Has not done well in some subcontinent
•Sponsors football teams with markets
maximum fan following
•Highest brand image in some
countries
Opportunities Threats
•Opportunity to expend on •Competitors(like Nike) have a greater
international market market share and a larger budget
•Increasind demand on the •The newly born several brands like
sportswear Cat, Gap have increased their
advertising budget in recent years

6. Advertising strategy
The Adidas strategy was based on:
 endorsement focus strategy;
 advertising;
 sponsorship focusing on major global events;
 sports associations/teams;
 sub-brands;

7. Famous slogans:
 “We know then- we know now”
 “There is nothing between you and success, so
exceed your own expectations and limitations”
 “Earn it”
 “Impossible is Nothing“
 “Adidas is all in“

8. Advertising media
Comercial advertising includes:
 Wall paintings

9. • Logo-jets

10. •Billboards
•Banner •Flyers

11. •Street “furniture” components
•Ecological adverts
•Bus stop benches

12.  Magazines
•Stand banner •Door hangers
“Adidas- THE ONE”

13.  Celebrities

15. Brand value
ORIGINALS LOGO
PERFORMANCE LOGO STYLE LOGO

16. Thank you for your attention 