Since 1990, foot wear industry in Indonesia had experienced a significant growth.This indicates that there is a good market opportunities for footwear company such as, Nike, Adidas, Converse, Puma etc.Adidas; one of the biggest company in this industry will be the focus on this report.Founded in 1949, Adidas brand name was originated from two of its founder, ³Adi´ fromAdolf and ³Das´ from Dassler (Adidas, 2008). Adidas strive to be the global leader in thesporting goods industry with sports brands built on a passion for competition and a sportinglifestyle (Adidas, 2008). One of its missions in sportswear industry is to help all athletes inaccomplishing their own impossible by equipping them with Adidas¶ products (Adidas, 2008).With its slogan of´ impossible is nothing´, Adidas has become one of the most popular footwear in Indonesia customer¶s mindset. In this case, the main competitor is Nike who isdominating the market shares in this industry. In its sports division, there are two distinctmajor segment; sports performance and sports style. In other words, other than focusing onthe quality and the endurance of the shoes, Adidas is also focusing on fashion. In positioningthese two types of products, Adidas used two different logos as shown in figure 1 below.
'000 Rp per capita199019952000200320042005Clothing
Clothing cleaning, repair and hire
35.479.4217334370408Source: National Statistical Office, OECD, Eurostat, Euromonitor InternationalTable 1 Expenditure on Clothing and Footwear from 1990-2005