The document provides a history of the Adidas brand and company. It describes how Adidas was founded in 1949 by Adolf "Adi" Dassler in Germany. It details how Dassler and his brother Rudolf originally worked together but split in 1948 to form rival companies Adidas and Puma. Adidas gained fame by supplying shoes to Olympic athletes like Jesse Owens. The company headquarters of both Adidas and Puma are located in the same town in Germany, fueling their intense rivalry over the years.

2. A DO L F DA SSL ER
C E O & F O U N D E R
We started in a wash room and conquered the world.
And in-between, we have scored big and also,
sometimes, struggled to reach our goals. We have done
our best for the best. We have improved and grown.
Looking ahead to the future, always remembering where
we came from. This is our story.
A FEW WORD FROM
ADOLF DASSLER

3. A L I T T L E B I T
O F H I S TO RY
The Adidas brand was formed in Herzogenaurach,
Germany on August 18, 1949 by Adolf “Adi” Dassler and
began making shoes in his mother’s basement after
returning from the first World War. Dassler’s father,
Christoph, was already a shoe manufacturer who helped
support his son’s business and in July 1924 Adolf’s older
brother Rudolf joined, starting the Dassler Brothers Shoe
Factory.
In 1928, the brothers began to supply many athletes.
One of it was Arthur Jonath, who won an Olympic Bronze
Medal in a 100m dash while wearing the “Waitzer” track
shoes, officially becoming the first athlete to win a medal
while wearing Adidas gear. In 1936 during the Berlin
Olympics, Adolf gave shoes to athlete Jesse Owens,
winning four gold medals while wearing the shoes.
However, the brothers relationship began to become
very toxic due to extreme difference in political views,
and by 1948 the brothers had become so spiteful of each
other Rudolf left the company and founded Puma. With
Rudolf leaving, Adolf “Adi” Dassler had full control over
the company and renamed it to Adidas, a combination of
his nickname and last name. The Adidas company was
quite successful and gained their signature logo that is
modeled after the trefoil plant in 1971.
The company headquarters for both Puma and Adidas
are built in Herzogenaurach, and as a matter of fact, the
city was often referred to as the city of crooked necks
because the rivalry between the two shoe companies
was so intense that everyone would crane their necks to
look to see what shoes other people are wearing.

4. Nike, Inc.
Nike is the best company and the most trusted
brand that you can trust when you are looking
for quality shoes especially for running, training
and leisure activities.
Puma SE
This is because of its array of quality products
in the footwear line among others.
.
COMPETITORS

5. Callaway Golf Company
Callaway is known for making premium-priced,
durable golf clubs that are very popular
within the ranks of amateurs as well as
within the pros.
Fila
It is most liked by the medium income earners
to low-income earners (who are the
majority in the society).

6. Political
factors within the company are issues such as their
employees’ health and safety.
Economical
issues within Adidas’s organization are the fact that they
provide employment within a variety of countries
worldwide.
Social
elements that need to be considered within Adidas’s
organization are.
GENERAL
ENVIRONMENT

7. Technological
equipment should be utilized to the best of its ability
Environmental
issues concerning Adidas are matters such as animal rights.
Furthermore, as mentioned above Adidas produce their
products mainly in China.
Legal
matters within the company such as adhering to the
advertising standards and the sales and supply act

8. TASK ENVIRONMENT
Customers
Organizations survive in the basis of fulfilling their
needs, wants and satisfying their customers need.
Employees
Employing the right person to the right job and
keeping these employees motivated is very essential
in strategic plan of an organization.
Suppliers
Closer relationship with the suppliers of Adidas is
a way of ensuring competitive and quality
products for the organization.
Media
Positive or adverse media attention on an organizations
product or a service can have a great effect on the
organization.
Competitors
An organization should study their main rivals before the
commercialization of a product. In marketing all organization
should play the game of differentiation.