Adidas AG is a leading German multinational corporation specializing in sportswear, founded in 1949, and is the largest manufacturer in Europe and second largest globally after Nike. The company has a diverse product range, primarily focusing on footwear, and employs over 62,000 staff globally, while promoting sustainability with 71% of its polyester being recycled. Adidas' marketing strategies include competitive pricing, robust advertising, and partnerships with sports icons, while their sustainability campaign 'impossible is nothing' aims to enhance brand credibility and consumer engagement through innovative and supportive workplace culture.

2. INTRODUCTION.
Adidas AG is a German multinational corporation, founded And headquartered in
Herzogenaurach, Germany, that designs And manufactures shoes, clothing And
Accessories. It is the largest sportswear manufacturer in Europe, And the second largest in
the world, After Nike. It is the holding company for the Adidas Group
FOUNDER.
ADOLF DASSLER
FOUNDED.
18 August 1949 (as Adidas)

3. INTRODUCTION.
Adidas AG sell their products in Almost 160+ countries Around the globe And 35% WOMEN
IN MANAGEMENT POSITIONS GLOBALLY.
A Total of 62000+ employees working in the Adidas AG.
Adidas share of RECYCLED POLYESTER is 71%.
E-com is Adidas biggest store: +53% CURRENCY-NEUTRAL.
465M Apparel pieces produced.
379M Pairs of shoes produced
Adidas AG NET SALES: € 19,844 BN in the year 2020

4. SUBSIDIARIES
There are around 110
subsidiaries of Adidas
Worldwide

5. HOLDERS
6%
4%
7%
83%
BlackRock, Inc Nns Luxembourg S.Ã .R.L. Theo Capital S. À R.L. OTHERS

6. MARKETING MIX [4Ps]
A mixture of several ideas and plans followed by a
marketing representative to promote a particular
product or brand is called marketing mix
PRODUCT PRICE PLACE PROMOTION

7. PRODUCT
Adidas deals in various product lines including footwear, apparel, accessories, football kit, golf equipment,
etc. The range of Adidas products is also divided according to different sport games for which Adidas
provides kits and equipment. Some of the sports games where the company majors in supplying the team
kits globally are: Association football, Baseball, Basketball, Cricket, Gymnastics, Ice hockey, Lacrosse,
Running, Skateboarding, Tennis, Kabaddi, and Golf.
Though this company offers various products, its major product line is Footwear. Given that Adidas’
foundation was built on footwear itself, its footwear is still deemed the most robust and athletic in the
market, followed by its apparel and accessories

8. PRODUCTS
APPAREL FOOTWEA
R
SPORTSWEAR

9. PRODUCTS
SPORTS TOILETRIES
EQUIPMENT

10. PRICE
Adidas includes Skimming Pricing and Competitive pricing in its marketing mix. Competitive prices are used for
its mill products to compete with brands like Nike and Puma and skimming prices are used for the newly
introduced products in the market.
Under Skimming pricing, high prices are kept for newly launched products to maintain the exclusivity and
gradually the prices are reduced with time until it reaches market average.
When it comes to Apparel, Adidas mostly uses a skimming price strategy because of its brand equity. Thus, the
Target audience of Adidas includes the upper-middle class as well as high-end customers.
Matter of fact, the High-price strategy of Adidas makes it a luxury brand among people. Folks go for Adidas
even when the prices are high because psychologically, they think that high prices mean high quality and
confirmation of authenticity.

11. PLACE AND DISTRIBUTION
Adidas has its production houses in around 55 countries and has 800 factories pinned across different
continents. The major source through which its products are sold is Retail Stores i.e., Adidas outlets. It has
more than 2800 retail outlets globally.
The second major way of distributing Adidas products is through multi-brand showrooms. The showrooms get
the products from the distributor. These showrooms put on display the brands products.
In today’s world, no major brand is complete without an Online Store. Thus, Adidas has an online website too
and some of the products like apparel are sold through various famous fashion brands like Myntra and Amazon
too.
Adidas website Adidas outlet

12. PROMOTION
It is a well-known fact that the TV ads of Adidas are Adrenaline pumping. Knowing that Adidas’ strength is
derived from sports, their ads are robust and passionate. The major source of promotion for Adidas is
marketing through television.
Another major promotion method of Adidas is product placement. Product placement means where references
to brands are made by featuring them in other work like movies and television programs. The popularity of
Adidas is also because of all its tie-ups with sports icons such as Lionel Messi and Ronaldinho.
Along with tying up with major sports celebrities, Adidas also sponsors some popular sports teams such as
Real Madrid and in football, Great Britain which helps the company in building its brand image.
Apart from this, Adidas has been known for its creative marketing campaign and event marketing. Social Media
is another way through which this company keeps up with the folks across the world. There are millions of
followers of Adidas on both Facebook and Instagram. The sports angle in their social media handle makes it
more magnetic and appealing.
The most recent campaign by Adidas “Impossible is Nothing” and “Own the Game” was introduced in
virtual investor and media day. The campaign is to strengthen and uplift the authenticity of the brand and
proliferate the company’s activity in sustainability. This campaign has been created with the expectations of
sales and profitability until 2025.

13. PROMOTION
ADVERTISEMENT

14. PROMOTION
HOARDINGS

15. WHO ADIDAS ARE
The adidas brand has a long history and deep-rooted connection with sport. Its broad and diverse portfolio
in both the Sport Performance and Sport Inspired categories ranges from major global sports to regional
grassroot events and local sneaker culture. This has enabled adidas to transcend cultures and become
one of the most recognized, credible, and iconic brands both on and off the field of play.
Key to their success and the execution of their strategy ‘Own the Game’, are their people and their culture.
They bring their identity to life, defined by their purpose, mission, and attitude.
Their purpose, mission, and attitude guide the way they run their company, how they work with their
partners, how they create their products, and how they engage with their consumers. They define who
Adidas are.
The adidas People Promise will guide us as they strive to deliver their mission to be the best sports brand
in the world and live their purpose - Through sport, they have the power to change lives. We will also see
their attitude of ‘Impossible is Nothing’ reflected in their People Promise.

16. WHO ADIDAS ARE
Adidas people promise

17. WHAT ADIDAS BELIEVE IN
Their strategy, ‘Own the Game’ puts the consumer at the heart of everything they do. The strategic focus
areas are all about increasing brand credibility, elevating the experience for their consumers, and pushing
the boundaries in sustainability.
Adidas can only do this successfully if they continue to develop mindsets which embrace innovation, a
digital-first way of working and – most importantly – support their employees with the best tools,
leadership, development, and workplace experience possible.
Their people strategy will help them to grow, nurture, and elevate adidas even further. New innovations,
solutions and designs will flourish in a respectful, inspiring, and supportive workplace.
At the end of the day, it’s all about creating a culture and environment where their people can consistently
thrive, be successful, feel they belong, and ultimately enjoy coming to work.

18. WHAT ADIDAS BELIEVE IN

19. HEADQUARTERS
Adidas AG
Adi-Dassler-Strasse 1
91074 Herzogenaurach
Germany
Reebok International Ltd.
25 Drydock Ave, Suite 110E
Boston, MA 02210
USA

20. HEADQUARTERS
Adidas Sports (China) Co., Ltd.
Xujiahui TWO ITC, No. 160, Gongcheng Road,
Xuhui District
Shanghai 200030 China
Adidas America, Inc.
adidas Village
5055 N Greeley Avenue
Portland, OR 97217
USA

21. HEADQUARTERS
Adidas Latin America, S.A.
Business Park
Ave. Principal y Ave. La Rotonda
Torre Sur – 4th floor
Costa del Este
Panamá
Krylatskaya street, b.15
Moscow, 121614
Russia

22. HEADQUARTERS
Adidas Emerging Markets LLC
Dubai Design District
Building No. 2, Level 4
P.O BOX 32512
Dubai, UAE
Adidas International Marketing B.V. and
Adidas International B.V.
Atlas Arena Offices
Africa Building
Hoogoorddreef 9-A
1101 BA Amsterdam Zuidoost
Netherlands

23. HEADQUARTERS
Adidas Sourcing Limited
10/F Tower 1, The Quayside
77 Hoi Bun Road, Kwun Tong,
Kowloon
Hong Kong
Adidas International Trading AG
Platz 1B
6039 Root D4
Switzerland

24. SOCIAL MEDIA
Adidas Instagram page Adidas youtube channel

25. SOCIAL MEDIA
Adidas facebook page Adidas twitter page

26. THANK YOU