1 Public Relations Project Topic Nike V/S Adidas

Lala Lajpat Rai College
Public Relations Project Rough Draft Topic: Nike V/S Adidas
Submitted To: Proj. Mithil Shah Submitted by: Shumaila Ansari (9100105) Pallavi Arora (9100107) Nikitha D¶souza (9100122) Aman Dedhia(9100126) Rohan Grover(9100138) Hassan Husseini(9100142)

2 Public Relations Project Topic Nike V/S Adidas

Index
Sr.no. 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) 17) Topic Survey Questionnaire NIKE: Introduction & Background Products &Brand Portfolio Executives Public Relation Strategies Public Relation Planning Situational Analysis ADIDAS: Introduction & Background leadership Brand portfolio & Product Public relation strategies Public relation planning Situational analysis Administration value analysis Pr budgetting Comparison (nike v/s adidas) Conclusion Page no. 3 5 7 9 10 11 13 16 17 18 23 25 28 29 31 32 34

3 Public Relations Project Topic Nike V/S Adidas

Survey Questionnaire
Name: Age Group: 1. 15-20 2. 20-25 3. 25-35 4. 35-50 5. <50

How many pairs of sports shoes do you buy in a year on an average? A. 1 or none B. 2 C. 3 D. 4 E. > 4

Which brand of shoes do you prefer to buy? A. NIKE B. ADIDDAS C. OTHER (Specify)

Out of the two brands which is your preferred brand for sporting products (other than shoes)? A. Nike B. Adidas

What are the tag lines for Adidas and Nike respectively? (write both if you know both or write one)

Which brand products are you better informed about? A. ADIDAS B. NIKE C. NONE

Which brand s various brand ambassadors are you better aware of? (select the brand you know more brand ambassadors of) A. Nike B. Adidas

Adidas Which brand s website have you ever visited or visit more often? A. Adidas C.4 Public Relations Project Topic Nike V/S Adidas Are you aware of any social causes supported by Nike or Adidas? If yes then specify which brand and which cause? Are you aware of any malpractice undertaken by Nike or Adidas? If yes then specify which brand and which malpractice? If you have visited a retail outlet of Nike and Adidas then which brand s staff was better informed about the products and provided you with a better insight of the products? Which brand s products are you more up-to date on? A. Nike B. Nike B. Nike B. None How much do you rate the After Sale Service of Nike and Adidas respectively on a scale of 1 to 10: -----------------------------------------------------------THANK YOU----------------------------------------------------------- . Never visited According to your experience of whichever media you follow which brand has a greater and more prominent presence in that respective media? A. Adidas C.

with the highly recognized trademarks of "Just do it" and the Swoosh logo. the Greek goddess of victory. our founder.Bowerman and his University of Oregon runner Phil Knight. or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. It was the company Phil Knight. Nike sponsors many high profile athletes and sports teams around the world. When Nike co-founder Bill Bowerman made this observation many years ago. Background Of Nike Back before the Swoosh logo and long before the days they were called Nike. Nike Skateboarding and subsidiaries including Cole Haan.5 Public Relations Project Topic Nike V/S Adidas Nike Nike. Our goal is to carry on his legacy of innovative thinking. there was Blue Ribbon Sports (BRS). Hurley International. is a major publicly traded sportswear and equipment supplier based in the United States. . 2008). whether to develop products that help athletes of every level of ability reach their potential. The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight. the company operates retail stores under the Niketown name. As of 2008. which is part of the Portland metropolitan area. Nike and Precision Cast parts are the only Fortune 500 companies headquartered in the state of Oregon. and today those same words inspire a new generation of Nike employees. Their first year sales totaled around $8. Air Jordan. In addition to manufacturing sportswear and equipment. in 1978. Oregon.000. They and the people they hired evolved and grew the company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear. apparel and equipment that is unrivaled in the world. It is the world's leading supplier of athletic shoes and apparel[4] and a major manufacturer of sports equipment with revenue in excess of US$18.000 people worldwide. he was defining how he viewed the endless possibilities for human potential in sports. Umbro and Converse. called Nike.6 billion in its fiscal year 2008 (ending May 31. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In December 1980 we went public. The company is headquartered near Beaverton. and officially became Nike. it employed more than 30. and legendary track coach Bill Bowerman created in 1964 to provide athletes with better shoes. Nike+. He set the tone and direction for a young company created in 1972. It wasn t until 1971 that BRS introduced the concept of the Greek winged Goddess of victory Nike followed by the launch in 1972 of the company we know today as Nike. Inc. The company takes its name from Nike . Inc. according to The Oregonian. It started with a handshake between two visionary Oregonians . Nike Pro. Nike markets its products under its own brand as well as Nike Golf. And the rest is history.

athletics.6 Public Relations Project Topic Nike V/S Adidas Headquarters Nike's world headquarters are surrounded by the city of Beaverton. Nike NYX.0. tennis. women. wrestling. to produce the Nike+ product which monitors a runner's performance via a radio device in the shoe which links to the iPod nano. Oregon is home to more than 7.000 people globally. Their first products were track running shoes. Nike also sells shoes for outdoor activities such as tennis. basketball and cricket. Nike recently teamed up with Apple Inc. volleyball. Manufacturing Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States. skateboarding. golf and cross training for men. for a wide range of sports including track and field. Nike has recently introduced cricket shoes. Nike Air Max is a line of shoes first released by Nike. golf. including Indonesia.7 billion that is up 7 percent versus prior year. The most recent additions to their line are the Nike 6. designed to be 30% lighter than their competitors'. association football. While the product generates useful statistics. chav culture and hip hop culture as they supply urban fashion clothing.Nike is hesitant to disclose information about the contract companies it works with. association football (soccer). Nike World Headquarters located in Beaverton. baseball. Revenue For the fiscal year ending March 31. Products Nike produces a wide range of sports equipment. called Air Zoom Yorker. India. Taiwan. Nike sells an assortment of products. lacrosse. Thailand. American football.[17] In 2008. including shoes and apparel for sports activities like association football. and Nike SB shoes. 2010.000 employees. it was recorded a revenue of $4. cycling. Pakistan. jerseys. Most of the factories are located in Asia. shorts. and Malaysia. in 1987. Philippines. baselayers etc. tennis. and children. Nike introduced the Air Jordan XX3. but are within unincorporated Washington County. cheerleading. Inc. running. it has been . China.[18] basketball. American football. Nike is well known and popular in youth culture. They currently also make shoes. combat sports. a highperformance basketball shoe designed with the environment in mind. baseball. ice hockey. designed for skateboarding. Employees Nike employs more than 33. aquatic activities. Vietnam. auto racing and other athletic and recreational uses.

concealable intelligence motes in a wireless sensor network. the Middle East and Asia. Converse offers a diverse portfolio including premium lifestyle men's and women's footwear and apparel. Hurley International. Massachusetts. Converse Inc. Converse product is sold globally by retailers in over 160 countries and through more than 50 company-owned retail locations. Each product blends craftsmanship. These are materials used to reduce the weight of many types of shoes. accessories and outerwear. Ltd. they launched the SPARQ Training Program/Division. s affiliate businesses contributed approximately $2. Today. is one of America s leading luxury brands. West Virginia and Pittsburgh. Cole Haan Cole Haan. Converse Inc. Hurley International LLC. Inc. NIKE. NIKE Golf. Alabama. offering high-quality men s and women s footwear.[21] The 2010 Nike Pro Combat jersey collection will be worn by Miami.. Inc. a wholly-owned subsidiary of NIKE.. play a significant role in our future growth plans.. Inc. At the end of fiscal 2009. Teams will wear these jerseys in key match ups as well as any time the athletic department deems necessary. and Umbro. we continue to invest in opportunities that will generate the highest possible longterm returns. NIKE. Cole Haan is headquartered in New York City and Yarmouth. As part of our growth strategy. Brand Portfolio Along the way. Florida. Inc. LLC. Cole Haan operates more than 180 retail locations throughout the United States. Boise State.7 Public Relations Project Topic Nike V/S Adidas criticized by researchers who were able to identify users' RFID devices from 60 feet (18 m) away using small.. Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan. . and Umbro Ltd. NIKE Golf. established in 1908 and based in North Andover. Converse. Converse. TCU. s wholly-owned affiliates. Inc. the Jack Purcell® shoe and the One Star® shoe.5 billion of the company s $19. Ohio State. Maine. reported as Other Businesses Cole Haan. Oregon State. Virginia Tech. Converse realized $915 million in sales in fiscal 2009. has built a reputation as America s Original Sports Company and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe.[19][20] In 2004.2 billion in revenue. design and innovation to give it distinctive character and style. Canada.[citation needed] Some of Nike's newest shoes contain Flywire and Lunarlite Foam.

Executives Behind a great company are strong leaders. Umbro Ltd. England. running. Hurley realized $203 million in sales in fiscal 2009. Oregon. Umbro Ltd. At Nike. balls. and in our six geographies . Nike Golf designs and markets golf equipment. NIKE Golf Located at NIKE s World Headquarters in Beaverton. we excel as a team. Western Europe. Japan. Inc. distributes. apparel and equipment product engines. In the Nike brand. sportswear. Umbro realized $174 million in sales in fiscal 2009. The Nike environment is a collaborative. where team members often report into two areas. has been associated with football since the 1930s and its relationship with leading national teams and professional clubs includes exclusive endorsements and distribution rights for playing kit. and women's training. Umbro. apparel. skateboarding and youth lifestyle apparel and footwear under the Hurley brand name. bags and accessories worldwide. teams work across footwear. and Emerging Markets. our core consumer categories . football (soccer). Nike Golf realized $648 million in sales in fiscal 2009. .8 Public Relations Project Topic Nike V/S Adidas Hurley International LLC Headquartered in Costa Mesa. and licenses athletic and casual footwear. Nike Golf is passionately dedicated to ushering in the future of this great sport by developing groundbreaking innovations that enable and inspire athletes to become better. basketball. men's training. apparel and equipment. Below is Nike's global senior team leading our business and growth strategies.North America. Our NIKE. such as a geography and a global function. designs. under the Umbro trademarks. affiliate brands operate in a similarly collaborative way. as well as critical corporate functions.action sports. Hurley International LLC designs and distributes a line of action sports apparel for surfing. California. Greater China. Ltd. Founded in 1924 and headquartered in Manchester. including playing and training kits for England s National Team. matrix organization. primarily for the sport of football (soccer). Eastern/Central Europe. apparel and equipment. footwear. Executives Behind a great company are strong leaders.

Parker President and Chief Executive Officer Mr. Chairman of the Board of Directors Philip H.'s global business portfolio. which includes Cole Haan. Mark G. a director since 1968. President & Chief Executive Officer. except for the period from June 1983 through September 1984. Charlie Denson. is Chairman of the Board of Directors of NIKE. President. served as its President from 1968 to 1990. He has been employed by NIKE since 1979 with primary responsibilities in product research. Inc. General Manager in 1993. Mr. NIKE Brand Public relations strategy Nike's public relations strategy is an important component of the company's success. Knight was a certified public accountant with Price Waterhouse and Coopers & Lybrand and was an Assistant Professor of Business Administration at Portland State University. Knight. NIKE.9 Public Relations Project Topic Nike V/S Adidas Philip H. Nike is positioned as a premium-brand. Mr. Knight Chairman of the Board of Directors Mr. .. Knight. selling well-designed and expensive products. corporate Vice President in 1989. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: "Just do it". Hurley International LLC. and from June 2000 to 2004. 71. Mark Parker. and President of the NIKE Brand in 2001.[41] Nike promotes its products by sponsorship agreements with celebrity athletes. design and development. Inc. Parker was appointed divisional Vice President in charge of development in 1987. Parker is responsible for the growth of NIKE. 53. Prior to 1968. has been President and Chief Executive Officer and a director since January 2006. Converse Inc. marketing. and brand management. and Umbro Ltd. Mr. Knight is a co-founder of the Company and. Vice President of Global Footwear in 1998. professional teams and college athletic teams. Parker. In addition to helping lead the continued growth of the Nike brand.

Nike also sponsors various minor events including Hoop It Up (high school basketball) and The Golden West Invitational (high school track and field). Source: http://www. Identify focused consumer segment opportunities.com. 2003). This was the beginning of a successful partnership between Nike and W+K that remains intact today. nikefootball. the first and only company to receive that honor twice (1994. during the New York Marathon.[43] The second Emmy for advertising earned by Nike was for a 2002 spot called "Move. .[44] Sponsorship Nike pays top athletes in many different sports to use their products and promote/advertise their technology and design. The first was for "The Morning After.com. 2000 if every dire prediction about Y2K came to fruition. including nikebasketball. created by newly formed ad agency Wieden+Kennedy.nikebiz. Nike aired its first national television ads. Nike also has several websites for individual sports.com/company_overview/ http://www.com.com Public Relation Planning Objectives Provide an environment which develops people to maximize their contribution to NIKE. Nike uses web sites as a promotional tool to cover these events." which featured a series of famous and everyday athletes in a stream of athletic pursuits.Nike Inc. and nikerunning.[42] Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. Provide quality and innovative services and products internally and externally.10 Public Relations Project Advertising Topic Nike V/S Adidas In 1982.com/nikeos/p/nike/language_select/ www." a satirical look at what a runner might face on the morning of January 1.nike. The Cannes Advertising Festival has named Nike its Advertiser of the Year on two separate occasions.

Using similar structure. Nike tries equally to create the image first and then respond to the market that emerges. Male street basketball players are not likely to identify with the same site content as female tennis players. NikeGolf. Nike has created a cohesive identity across the network. Marathoner Paula Radcliffe was a focus of this event where the audience was immersed in a themed environment created to show the impact the product could have on someone s running routine. Athletes Serve Up the Nike Experience The Flickr set above is from the Nike Plus News Conference in Taiwan. It's a marketing strategy born from a sophisticated understanding of how people respond to images of lifestyle.hypergene. first beginning with the country.com. It's a place to begin one-to-one conversations with your customers.e.com/jsp/nikehist. color. then with marketing content and products. it would be nearly impossible to satisfy the needs of all customers under one umbrella mega-site. Creating destinations like Nike Park offer media. . Maximize profits. Online demand for the shoe surged as a result and pieces of the exhibit are now on loan to various art shows.trizera.html Strategies Make Your Brand an Event Consider the challenge of getting media attention at the Olympics or the World Cup. then the sport. (from Nike Consumer Affairs packet. 1996) Source: http://www. The end result is an art exhibit which was initially housed in a building transformed to resemble a giant. Each Nike site goes after those target groups. white shoebox.html Target audience Unlike its rival companies.11 Public Relations Project Topic Nike V/S Adidas Establish and nurture relevant emotional ties with consumer segments. Turn Your Brand into Art Nike has also evolved into what it calls sports culture events like White Dunk. Nike presents itself to many different audiences in different ways. The web is not a mass marketing engine.net/ideas/nike. but with relevant individuality to the target audience. Source: http://www. Each Nike product has a particular group of potential athletes in mind. But devising a tactic to pursue niche markets is something not solved with a one-size-fits-all design approach. White Dunk brought together 25 artists to create art inspired by the Nike Dunk shoe. Whereas most companies develop products for an existing market. grid and logo treatment. i. athletes and customers the chance to experience the brand and test out Nike products while generating word of mouth and media coverage. If your business is going after myriad audiences.

Source: slice. Nike wanted to enhance its already fantastic reputation as an iconic football brand.html http://inside. Nike organizes its annul Nike Women s Marathon for past 7 years. I was surprised that there are few metrics in place to track ROI.12 Public Relations Project Topic Nike V/S Adidas Big Brands. Focus on saying less.com/strategic_public_relation/2007/09/nikes-impactful.com/news/eliteyouth .viewlondon. Here is the takeaway that inspired me to write this post. The Nike Rockstar Workout dance event gives dancers in London the chance to strut their stuff.nikebasketball.html Activities For the World Cup 2010. While I was pleased to learn that Nike does not use ad equivalency to justify its investment. NIKE Elite Youth Basketball: its mission is to improve the game of basketball from the ground up.co.co.typepad.uk/events/nike-stadium-selfridges http://hubpages. Nike cannot afford to rely on a product media kit not matter how clever to get the coverage it needs.uk/whatson/nike-rockstar-workout-dance-event-feature-665. honest evaluation and lifechanging experiences. By creating an installation in the Ultra Lounge of Selfridges. Budgets and Buzz Even an iconic brand like Nike needs to go big to stand out. and its fashion credentials. offer young players a place to receive superior skill instruction. Nike is very careful to edit the message and to not say everything. gain expert advice and possibly win a trip to Los Angeles for an exclusive audition. In an attempt to better its public relations.com/hub/nike-womens-marathon http://www. Although the name says Nike Women s Marathon . When creating a giant media event. the run is open to both men and women. Parker notes the president of Nike Brand understands the importance of these events and elements of these environments often trickle down to influence the retail launch. but say it really well to generate more excitement than you might otherwise around a product. Think about that concept as you stuff your next press kit to its breaking point. Source: http://prblog. they needed Slice to meet this ambition.

He burst onto the golf scene long before 1997 when he joined the PGA Tour. which was later put on the market. Recently Nike Signed Woods to a ten year 200 million dollar deal. Nike Designer looks like a genius after developing some of these products but in all reality its because of the number one player in the world Tiger Woods that the products are selling. Soon after that Nike creating a ball exclusively for Woods. Tiger Woods himself has been an instrument that Nike has used to sell their Products. Whether it has been clothing . Nike has Woods adorned in its gear even when he's pitching products from other sponsors including . Ever since then Woods his achievements to date rank him among the most successful golfers of all time. with a Nike sign on it. Even as one visit s the Nike website. During his amateur career he set records. Currently he holds the Worlds No. No company has capitalized on the appeal of Woods ahs a young African American golfer. having earned an estimated $122 million from winnings and endorsements. The golf magazine predicts that by 2010. Woods is truly a marketing instrument for companies such as Nike and Buick who have endorsed him ever since he burst on the scene. Early in his career Woods was criticized for using a Titlist golf ball.440. it could easily be mistaken as Tiger Woods website by the way they advertise the latest equipment. 1975 in Cypress California. Nike has by far gained the most recognition for Promoting Woods. Nike has even benefited from other companies commercials and products being promoted because customers instantly link woods with them. Ever since Tiger was introduced to the world of Golf. Although he has won numerous tournaments and awards the bulk of the money he has earned has been from endorsements . In recent years Nike developed a set of golf clubs called the Tiger Woods irons. Nike has marketed him and promoted him with commercials which has also enticed the target market to buy Nike products. Obviously because of the name they have been falling of the selves in stores. he has worn the a the Famous black Nike hat as well as the His red Nike shirt. he was the highest-paid professional athlete in 2007.golf s balls or other golf accessories. was one of the most popular drivers ever. Woods will become the world's first athlete to pass one billion dollars in earnings(Davis). According to Golf Today tiger first contract was with Nike and was reported to be around $100 million dollar deal for five years. 1 spot . Tiger woods had something to do with that. Nike has done such a great job marketing Woods that. The Nike sumo. Another Product pushed by Nike is the Nike One Platinum. Nike obviously the main culprit of the endorsements. Tiger Woods has made $769. Nike has grossed a large amount of money from using Tiger Woods.709 from 1996 to 2007 since he officially joined the PGA Tour. According to Golf Digest. Tiger Woods is truly the worlds most famous golfer if not athlete and is a huge marketing instrument for business.13 Public Relations Project Topic Nike V/S Adidas Situational Analysis of Nike Eldrick Tiger Woods was born December 30. In every commercial Woods has done. when most people see the Nike sign they instantly link it to Tiger Woods and vice versa. there were numerous commercials with him and the Sumo driver. Tiger woods played in Professional tournaments ever since he was sixteen.

They have the opportunity to widen and broaden their borders to the whole world. His race and ethnicity is also probably a strength. Nike has basically copied the designs of other companies such as Titlist and Cleveland in their advancements in golf technology. Another strength Woods and Nike have is an abundance of money to do what they need to do the seem to constantly advertise to the a younger demographic. Woods had a huge part of those staggering numbers. Nike stores on the internet generated millions if not billions of dollars. Now when you go to golf courses you can find individuals of all races. so that there is no mistake in identity. The internet makes it easy for the customer to easily buy products made by Nike. Weaknesses are far and between for Nike and Woods. Lisa) Commercials have been the primary promotion instrument that Nike has used. not by lowering their prices but by including Diversity into the game of golf. which in the end will produce more loyal customers. Not only is it available but it is also available all over the world anywhere and anytime. . Tiger is not restricted to the golf Market. The biggest store available to everyone is on the internet. For centuries has been mainly a rich white mans game and had lacked diversity in the races. have the most commercials out on the golf market. "I suspect that the nature of the relationship is such that he's obligated to wear Nike in any public appearance. On the course his mental game is much more superior to any other golfer on this planet. His mind set as a player. Although most of their products are on the pricey side. General Motors' Buick. if there are any it would be ability and lack of creativeness with their designers. a sporting store should and probably carries Nike products. Nike Products are sold everywhere. Woods has many strengths on and off the course. you think of Nike. "Tiger is so closely associated with Nike that whether you see other brands or not. a branding consultancy. Nike was not even on the map in the golf world and was considered to be an inferior product. Every Sporting good store most likely carries Nike products. Accenture. The Sumo driver Disgusted earlier runs roughly around four hundred and Sixty dollars. When Tiger Woods came on to the scene. and a businessman is stronger than anyone else.Nike products would still be still be on sale at Wal-Mart. Nike Golf was nonexistent. Access to their products is always available. Nike used him as a race barrier breaker. A Set of clubs run between nine hundred dollars and thirteen hundred dollars. These Products that Nike Make and tiger Promotes are targeted at the middle class and upper class of individuals. Nike was basically a basketball company with their then instrument Michael Jordan. every other commercials is a Tiger woods Nike commercial. Before Tiger Woods.14 Public Relations Project Topic Nike V/S Adidas American Express. and Electronic Arts. Nike Products promoted by tiger Woods are really expensive. All golf stores sell Nike products such as Nevada Bobs."(DiCarlo." says Gary Singer. Nike's 20. With each ad Woods is always wearing that the Nike Swoosh in full view. colors and cultures. Nike has tried to include all classes of people. what Tiger has done he has made is respectable gentlemen s game.8 billion in revenue worldwide. If it was not for Tiger Woods . chief strategy officer at Interbrand. It seems like the ethical issue that seemed like a weakness has turned into a strength for Woods. Price although it is an issue when it comes to Nike equipment. it gives and allows him to have a wider market. The opportunities for Nike and Woods are endless. Woods biggest strength is probably his mind. and Roger Dunn to name a few.700 employees generated almost $8.

golf company (including Ashworth).15 Public Relations Project Topic Nike V/S Adidas The threats to Nike and Woods probably come Externally. Nike's growth in sales. connect. (Cuzoin) Objectives: to promote nike products using a celebrity figure. They adhere to their five brand principles namely: inspire. the company also produces other products such as bags.. marketing and promotions will be affected. innovate. Nike has seems to have a mission statement and goal at hand. They want to be the best. In economy. the biggest threat for Nike is if the economy goes into recession. Nike products are too expensive for the common customer. The amount of money they are generating yearly and since woods started playing golf is unimaginable. eyewear and other sports and clothing-related goods. focus. Nike and Woods have built an almost unstoppable partnership. Nike has shown passion for their company. As Woods ages and time Progresses Nike will loose some of its pull on its faithful Tiger Woods customers. Besides sports footwear. and Rockport.7 billion dollars a year on advertising each year. They also find ways to be innovative and creative when it comes to advertising. and athletes. which consists of the Reebok sportswear company. Source: http://hubpages. Therefore those regular Joes are at a disadvantage and they go buy the less expensive brand. I believe this will continue for the next ten years or so. watches. and care. products. shirts. If recession occurs. Other than that threats from other companies are there. These threats include the lack and ability to produce and innovative products that their customers can buy. Nike uses 1. The company is the . They seem to be determined to provide consumers with comfort and assurance.com/hub/Tiger-woods-swot-analysis Adidas Adidas is a German sports apparel manufacturer and parent company of the Adidas Group. Results: higher returns in sales of product.

that those simple three stripes were brought to life by adidas' founder. along with Puma.Becasue for him Impossible was nothing. which specializes in adventure and sub-urban footware. And. who just happens to be the grandson of the founder of adidas. Adidas ranks second worldwide. Adi's brother. In 1994 alone. It was a tremendous success and continues to trade internationally. but not an impossible one. one of the leading sports brands in the world. which ironically enough are still the main products that adidas is known for. he created a brand as great as any in the world. Background of adidas In 1925.80 billion. D. after its American rival Nike. and the same motif is incorporated into Adidas's current official logo. In late 1995. in a small German village. which was the early rival of Adidas. The company's clothing and shoe designs typically feature three parallel bars. Adi created adidas after realizing the need for performance athletic shoes. in a village by the name of Herzogenaurach. Adidas is currently the largest supplier of athletic shoes in Europe. Registered in 1949. It was there. . Germany. An unlikely story. styling and reputation. Adidas has continued to gain momentum through the years. Adidas. Many attribute this to adidas' quality.16 Public Relations Project Topic Nike V/S Adidas largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. Adidas posted an amazing 40% increase in net sales in the first half of 1997. adidas sales totaled 3 billion dollars. A. with their products selling in almost 200 countries. Rudolf went on to create the puma brand in 1948 after a dispute with Adi. the world got it's first taste of Adidas. Rudolf. has launched his own shoe company. It still seems an unlikely story: a modest shoemaker from a small rural town in Germany develops a range of sports products so original and so perfect that they are sought by athletes from all over the world. Adidas was founded in 1948 by Adolf "Adi" Dassler. Adolf "Adi" Dassler. Adidas is currently based in Herzogenaurach. Adidas began small. adidas went public with its stock. The company revenue for 2009 was listed at 10. another Adi Dassler. turned 60 on 18th august 2009. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in the 1951. One. located 12 miles to the north and the west of Nuremberg. The Dassler family has a rich heritage in shoes. As he indulged his passion for sport and for innovation. producing soccer and running shoes. following the split of Gebrüder Dassler Schuhfabrik between him and his older brother. Rudolf later established Puma.38 billion and the 2008 figure at 10.

during 1996-1997 he became the Senior Vice President Region Europe. innovation. Stalker Executive Board Member of Addidas AG (Responsible for finance) Erich Stamminger Member of the Executive Board of Addidas AG Brand portfolio . would tread wembley and Wimbledon. Passion. one day. Prior to Adidas he was working with Procter and Gamble as a Division Manager Sales and Marketing. inspiration.17 Public Relations Project Topic Nike V/S Adidas For Adidas. Hardware). Each member is responsible for a major business area within the Group. Adidas is one of the world s leading brands. Further he served as the National sales director between 1991 till 1993. it is the stories that made Adi Dassler s idea and principle no athlete left behind come to life on the biggest sports stages around the world. Shoes to play better in. Shoes that. From Jan 2001 till March 2001 he was the deputy Chairman of the Executive Board. record-breakers. He Joined Adidas in 1987 and held the responsibility as the sales Director Hardware (Bags. He became the CEO of Addidas AG* In march 2001. Leadership The Executive Board is composed of four members who reflect the diversity and internationality of the Group. Glenn Bennett Executive Board Member of Addidas AG (Responsible for Global Operations) Robin J. Textiles. it all started with shoes. and champions. Balls) and later the portfolio was altered to (Footwear. Herbert Hainer was Born in 1954 in Dingolfing (Bavaria). Shoes to win in. Herbert Hainer ± CEO Mr.and holds a Degree in Business Studies. honesty and commitment that is what Adidas means. Above all. Athletes would wear them. Today. Rackets.He has been a member of the executive since march 1997 and was raised to the Position of Deputy chairman Of the board. authenticity. Africa. win medals at the Olympic Games and the FIFA World Cup. Middle East. recognized and respected. Shoes to play in.

all uniquely inspired and linked to sport.groundbreaking fashion. From born originals like Mark Gonzales and Nike Nastase. the fresh sport-inspired label made accessible for style-adopting youth. defined as authentic sportswear. to the music and style of Missy Elliot and Run DMC. Holding strong commitments the brand continuously tries to strengthen its competitive position and products in the market. Adidas Sport Performance The guiding principle of the adidas Sport Performance Division is to equip all athletes to achieve their impossible . Together they offer consumers products from street fashion to high fashion.18 Public Relations Project Topic Nike V/S Adidas Sharing the grand vision of the group. and Style Essentials. adidas Sport Performance brings its passion for great products to athletes in all sports and mainly focuses on four key categories globally:football. As a global brand Adidas is socially and environmentally responsible. training and basketball.Orginals by original is the sum of all three. the brand has always retained the expectations of its fans world over. look. to true champions like David Beckham and Stan smith the three stripes has been there since the very beginning. The brand is very consumer focused and therefore they continuously improve the quality. With immense innovations and leadership in design the brand always seeks to help athletes of all skill levels achieve peak performance with every product they bring to the market. Adidas Original and Adidas style. which is the future of sportswear. Adidas Original Personal collections.innovative style. Adidas Style The Sport Style Division is the home of Originals. the brand works out 3 major lines which are Adidas Performance. Adidas strives to be the global leader in the sporting goods industry living with a passion to build a sporting lifestyle. feel and image of their products and organizational structures to match and exceed consumer expectations by providing them the highest value. Working with an Endeavour to devote itself fully to the sport culture and giving it a global flavor of fashion and style. the Fashion Group. .pure celebration of originality in footwear and apparel. creative and financially rewarding for their employees and shareholders. running. Dedicated to consistently deliver outstanding financial results.

Some of the most famous football teams currently sponsored by Adidas. the Supernova Sequence (the replacement for the Supernova Control 10). The balls supplied for the 2006 World Cup. were particular noteworthy for their ability to travel further than previous types when struck. leading to longer range goal strikes that were intended to increase the number of goals scored.[citation needed]The Predator also features the Craig Johnston-invented Traxion sole. and the Supernova Cushion 7 (which will soon be replaced by the Supernova Glide). Adidas remain a major company in the supply of team kits for international football teams. The lighter and more aerodynamic ball led to many shots and passes being over hit. Adidas also uses kangaroo leather to make their more expensive shoes. one of the nations it supplied at the time. including the adiStar Control 5. Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. Adidas became renowned for advancing the Predator boot design developed by ex-Liverpool and Australian international player Craig Johnston. managers and pundits for being too hard to control. It received much criticism from players. used to accent the movement of the ball when struck. Goalkeepers were believed to be less comfortable with the design. the adiStar Ride (the replacement for the adiStar Cushion 6). highly skilled players claimed they were able to curve the flight of the ball more easily when wearing this new contoured design. The studded equivalent was named World Cup follow in celebration of the 1978 tournament won by Argentina. The Jabulani was . commissioned specially designed footballs for use in its own World Cup tournaments to favour more attacking play. their performance apparel is widely used by runners. among others. The company has been an innovator in the area of footwear for the sport with notable examples including development of the Copa Mundial moulded boot used for matches on firm dry pitches for almost forty years.19 Public Relations Project Topic Nike V/S Adidas Products Running Adidas currently manufactures several running shoes. Adidas also provides apparel and equipment for all teams in Major League Soccer. Football (soccer) One of the main focuses of Adidas is football kit and associated equipment. Adidas also introduced another new ball for the 2010 World Cup. the Teamgeist. claiming it would move significantly and unpredictably in flight. referees wear the Adidas kits in MLS matches even though the primary referee supplier is Official Sports. the world governing body of football. The Jabulani ball was designed and developed by Loughborugh University in conjunction with Chelsea FC. In the United States. FIFA. In addition. This design featured a ribbed rubber structure for the upper leather of the shoe.

Adidas even made action figures after Sachin Tendulkar.5m. which consists of Reebok sportswear company. where the company provides coaches.[20] Players sponsored by Adidas can take advantage of the Adidas Player Improvement Program. Adidas tennis apparel contains the ClimaCool technology found in other athletic jerseys and shoes. Maria Kirilenko. Gilles Simon.[18] Adidas sponsors the following professional players with mainly clothing apparel and footwear: Ana Ivanovi . While the Feather is made for the "regular player". . and Sorana Cîrstea. Fernando González. Caroline Wozniacki. TaylorMade-adidas golf company. and TaylorMade-adidas Golf. The program includes legendary coaches such as Darren Cahill and Sven Groeneveld.20 Public Relations Project Topic Nike V/S Adidas widely blamed for the low numbers of long range goals or even remotely accurate attempts in the opening stage of the tournament. Adidas targets the "tournament player" with the 12. and Rockport. Adidas signed the famous Indian batsman Sachin Tendulkar and made shoes for him. Cricket In the 1990s. Tennis Adidas has sponsored tennis players and recently introduced a new line of tennis racquets. The adidas Group is one of the global leaders in the sporting goods industry offering a wide range of products around the three core segments of adidas. and the Response for the "club player". Daniela Hantuchová. Justine Henin. a German-based sports apparel manufacturer and part of the adidas Group. Melanie Oudin.2 oz Barricade tour model. As well as the aforementioned Predator boot. adidasGolf sells and manufactures adidas-brand golf apparel. at the ATP Tennis Tournament in Mason. adidas also manufacture the F50 and adiPure range of football boots. they have also sponsored the ball-boy and ball-girl uniforms. Flavia Pennetta. In Cincinnati. Alicia Molik. Andy Murray. Golf adidasGolf is part of adidas. footwear and accessories.[19] In November 2009 World Number 4 Andy Murray was confirmed as Adidas's highest paid star with a 5 year contract reported to be worth $24.[21] Tendulkar continues to wear Adidas shoes while playing matches. Fernando Verdasco. Jo-Wilfried Tsonga. fitness trainers and sports psychologists to players in order to further their careers. Laura Robson. Dinara Safina. Reebok.

the same year.[23] . and stopped endorsing him in 2003. Lebron James also wore Adidas at high school. Michael Beasley. Derrick Rose. Adidas signed Sachin Tendulkar and started sponsoring his bat. he is currently endorsing Anta. In 2008 and 2009 in both the seasons of the Indian Premier League (IPL). In 2009. and will sponsor the Adidas National Lacrosse Classic in July 2008 for the top 600 high school underclassmen lacrosse players in the United States. Adidas is also the current outfitter of all 30 franchises in the National Basketball Association (replacing the Reebok brand after the merger) and sponsors numerous players past and present like Kareem Abdul-Jabbar and Tracy McGrady. They are most famous for their iconic Superstar and Pro Model shoes. Basketball Adidas has been a longtime basketball shoe manufacturer and is one of the leading basketball brands in the world. Adidas announced the future production of lacrosse equipment. Pellara and Libro ranges. Adidas made their move into English cricket market by sponsoring English batting star Kevin Pietersen after the cancellation of his lifetime deal with Woodworm. Having made cricket footwear for many years. it took up the sponsorship of the Mumbai Indians and the Delhi Daredevils. the company finally entered the field of bat manufacture in 2008 and their products are available in the Incurza. Adidas used to endorse Kobe Bryant with the Adidas Equipment KB8 as his first signature shoe. until he opted out of his contract in 2010. affectionately known as "shelltoes" for their stylized hard rubber toe box. he currently endorses Under Armour. Josh Smith and Tim Duncan. Pakistan player Salman Butt and Indian Player Ravindra Jadeja. when they ran into financial difficulties. as well as Dwight Howard. It created a new bat 'Adidas ST' for him and 'Adidas Pellara KP' for Kevin Pietersen. Now he endorses Nike to date.21 Public Relations Project Topic Nike V/S Adidas In 2008. These were made very popular in the 1980s hip hop streetwear scene alongside Adidas' stripe-sided polyester suits. Lacrosse In 2007.[22] The following year they signed up fellow England player Ian Bell. Adidas also manufactures the uniforms worn by both the England cricket team and the Australian cricket team and they sponsored also the South Korea national cricket team. Now both of them use their personalized bats in cricket. Chauncey Billups. Eric Gordon. The company also endorsed Kevin Garnett. Gilbert Arenas was an Adidas endorser until the now-infamous gun incident last season.

22 Public Relations Project Topic Nike V/S Adidas Rugby Adidas make rugby balls and other rugby gear. with seasonal leotards offered for Spring. Dave Bachinsky. Nester Judkins. Gymnastics Since 2000. Inc. They are the current kit and ball supplier to the New Zealand All Blacks. adidas has provided men's and women's gymnastics wear for Team USA. Nike. and socks. and the South African Stormers and Western Province rugby union teams among others. Dennis Busenitz. baseball caps. Fall and Holidays.adidas-group. Silas Baxter-Neal. Brand loyalty towards Adidas.Vince Del Valle and Jake Brown.com/brand-story/adidas/ http://www. watches.com/ http://www. Benny Fairfax..com Public Relation And Marketing Strategies Adidas. In 2006. perfumes. Tim O'Connor. Adidas are also the official match ball supplier to the Heineken Cup. Adidas Skateboarding also has a skateboarding team.[24] Skateboarding Adidas SB (Skateboarding) are shoes made specifically for skateboarding.fibre2fashion. Irish Munster Rugby. through USA Gymnastics. gymnastics pants and gymnastics shorts have been available in the USA. Starting in 2009. the Argentinian Pumas. adidas gymnastics leatards for women and adidas mens comp shirts. Puma AG and several other sportswear brands was examined . Lem Villemin. Many of the shoes Adidas previously made were redesigned for skateboarding. is believed to engender high consumer brand loyalty. Pete Eldridge.bloomberg. like other sports brands. bags. Accessories Adidas also designs and makes sandals. Summer. aftershave and lotions. Source: http://fashiongear. Adidas has a branded range of male and female deodorants. eyewear. As well. The team consists of: Mark Gonzales. adidas gymnastics wear has been available worldwide through GK Elite Sportswear.

This campaign was developed by 180/TBWA based in Amsterdam but also with significant work being done by TBWA/Chiat/Day in San Francisco particularly for its basketball campaign "Believe In Five". During the last number of years. . Game advertisement The brand is featured in several games. During the mid to late 1990s. with the main group within this one being Y-3. the Irish professional rugby union team. Adidas are the main sponsor and kit supplier of the highly successful New Zealand national rugby team. They are also the main sponsors of the Indian cricketers Sachin Tendulkar and Virender Sehwag and English cricketers Kevin Pietersen and Ian Bell. the All Blacks. Munster Rugby and the French professional rugby union club.[25] The study found consumers did not exhibit unduly high loyalty towards such brands. Adidas Originals was designed to focus on fashion and life-style. ZX spectrum. Amstrad CPC: Adidas Championship Football Sponsorship Adidas is a major domestic (within Germany) and international sports and events sponsor. Stade Français. Sponsoring also the Mexican. a sponsorship that began in 1954 and is contracted to continue until at least 2018. Adidas is the longstanding kit provider to the Germany national football team. Adidas also are the kit supplier to the Los Pumas. Adidas divided the brand into three main groups with each a separate focus: Adidas Performance was designed to maintain their devotion to the athlete. Adidas is a key sponsor and supplier to the National Basketball Association (NBA). Adidas also sponsors and produces apparel for the rugby league club Gold Coast Titans in the Australian National Rugby League (NRL) competition. Amiga|Commodore Amiga: Daley Thompson's Olympic Challenge Sony Playstation: Adidas power soccer Commodore 64. The company recently unveiled a new NBA game jersey to be worn by all NBA players in games beginning in the 2010±2011 season. They are sponsors of the Indian Premier League teams Delhi Daredevils and Mumbai Indians.TBWA\Chiat\Day commissioned Zane Peach to produce images for 2007 international ad campaign. Argentine and Spanish National Football Teams and from 2010 will sponsor the Scotland national football team. "Impossible is Nothing" is the current mainstream marketing slogan for Adidas.23 Public Relations Project Topic Nike V/S Adidas in a recent study. In cricket. the the Eagles. the Group has increased its marketing and sponsorship budget. the company are the main and kit sponsors sponsors of the successful Australian Cricket Team and the England Cricket Team. and Style Essentials.

UANL Tigres. Anderlecht.C. Real Madrid.C. Galatasaray. China. Los Millonarios.M. Palmeiras. Panathinaikos. . Benfica. In the 1980s.24 Public Relations Project Topic Nike V/S Adidas Adidas are very active at sponsoring top football clubs such as R. Schalke 04. and Tony Stewart.. Stoke City F.. Ahli Jeddah.S. AFC Ajax. Adidas sponsored rap group Run-D.Albirex Niigata and Atlético Nacional. Caracas. Be ikta . Fenerbahçe. Partizan Belgrade. Al-Hilal. IFK Göteborg. and to work together to expand the developmental league for MLS through 2018. Metalist. Rapid Vienna. Al-Ahly. sponsoring big name drivers such as Dale Earnhardt. Adidas spent ¼70 million sponsoring the event. Liverpool. Universidad de Chile.C. Adidas also sponsors events such as the London Marathon. amid criticisms. Chelsea. Adidas and Major League Soccer (MLS) announced a 8-year sponsorship agreement in August 2010 that will continue to make Adidas the official athletic sponsor and licensed product supplier for the league. River Plate. Fluminense. South Melbourne FC. Lyon.C. Public Relation Planning Objectives Adidas-Salomon strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. Jr. a breakthrough idea. Adidas is the apparel partner of the Collingwood Football Club and the Essendon Football Club in the Australian Football League. Adidas has also been marketing in NASCAR. Selangor. AC Milan. Bayern Munich. Beitar Jerusalem F. Dynamo Kyiv. For the 2008 Summer Olympics in Beijing. Marseille.

samples-help. That means we continuously improve the quality. creative and financially rewarding for our employees and shareholders.htm Target audience The target market of Adidas competition to lifestyle . football is clearly one of adidas key strategic priorities. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to the market. We are committed to continuously strengthening our brands and products to improve our competitive position and financial performance. The are also a potential target market. Source: http://www. Running: building credibility with high-performance athletes Running continues to be one of adidas highest category priorities and is critical to the brand s success moving forward. adidas has led all major developments in football boot and ball technologies. For over 50 years. with the aim to be the most trusted and desired runners brand in the world.25 Public Relations Project Topic Nike V/S Adidas We are consumer focused. adidas focuses on building credibility with the high-performance athlete and highfrequency health and fitness runners. feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. We are a global organization that is socially and environmentally responsible.scribd. is the principle urban youth with the brand proposition consumption centers namely the metros Source: http://www.com/doc/8760709/Adidas Strategies Football: expanding market leadership Being the most popular sport worldwide. Building on its success around major sporting events such as the FIFA World Cup and the European Football Championship. This credibility provides a strong foundation to leverage .uk/mission-statements/adidas-mission-statement. the brand strives to increase its leadership position by continuously creating the industry s top products and fully leveraging its outstanding portfolio of sports marketing partners.org. The brand s philosophy is to inspire and enable runners on all levels. look. First and foremost.

sports fans. adidas has invested in building an authentic and performance-orientated outdoor market position. basketball). artists.26 Public Relations Project Topic Nike V/S Adidas the broader opportunity in the Running category. whether they be skaters. musicians. Outdoor: the athletic brand in the outdoors adidas has a long history in outdoor. Training is the biggest category for both men and women. going back as far as 1978. in 2009. adidas was the first brand to credibly leverage its sports assets in the lifestyle arena and as a result is regarded as a legitimate sports lifestyle brand. adidas Originals with its Trefoil logo has become a relevant part of many people s lives. With a holistic offering in products and communications. and widening its commercially expanding executions at lower price points. In addition. Training develops proprietary technologies and commercialises innovations for sport-specific categories to meet the needs of the everyday athlete. sneakerheads. Given the progress made and the attractive future growth potential. the casual runner and the young everyday runner where adidas has significant market share opportunities. adidas now recognises outdoor as one of its key categories. creative and new ways with the Celebrate Originality philosophy. With this heritage and the growth in the outdoor sports sector. adidas Originals speaks to and engages the youth audience in authentic. Its positioning is driven by adidas desire to support athletes to be fit to win . Training continued to expand athlete usage of its industry-leading TECHFIT PowerWEB concept. expanding the offering into new sports categories (e. when adidas and Reinhold Messner developed a new generation of boots which he used to reach the basecamp on his way to become the first man to climb Mount Everest without the help of oxygen equipment. To achieve this goal. born in sport heritage but living in contemporary lifestyles. For example. rockers. Training: creating new consumer experiences At adidas. through such products collections as TERREX and SUPER TREKKING. adidas Sport Style: divisional overview The market for streetwear and lifestyle fashion represents a unique opportunity for sporting goods companies as it is more fragmented and larger in size than the market for products used in sports activity. Training supports the preparation needs of serious athletes across all sports disciplines and is the industry s largest apparel category.g. etc. The Fashion Group: adidas is fashion . adidas Originals: from niche to fashion mainstream The cornerstone of the Sport Style division is adidas Originals: the original lifestyle brand. profitability in the sports lifestyle market is typically higher as a result of lower product complexity.

Source: http://www. premium fashion.aspx Activities "My Adidas" A Run DMC collection No.27 Public Relations Project Topic Nike V/S Adidas In 2002. The whole event was choreographed to an exclusively written and produced FIVE33 sonic soundtrack. making adidas a true pioneer in the field of sport-inspired. collaborating for the first time with one of the most innovative and highly regarded global designers: Yohji Yamamoto.adidas. standing 15 metres high and weighing 6 tonnes. Global adidas Predator PR launch To launch the latest Predator boot to a global audience of press & media. 6 Newburgh Street W1F 7RQ London | December 2005 Run DMC and adidas are intrinsically linked in the imagination of the hip-hop community around the world. Source: http://www.asp http://www. adidas represents the look and the life style of hip-hop and no other brand has been so closely associated with global hip-hop icons.adidas-group. Surface to Air re-interpreted the idea of a ´classic´ and manipulated it into something newly ´original´-shredding the shoes only to transform their identity as an integral part of two other classics: the Barcelona chair by Mies van der Rohe and the Grand Confort by Le Corbusier.html Situational Analysis Adidas' "March is a Brotherhood" Campaign . No 6 in London was the location for a unique exhibition of rare Run DMC memorabilia and clothing from the glory days of hip-hop. adidas entered high-end fashion.com/en/investorrelations/strategy/adidas/default. Run DMC created an iconic street look and cultivated the 80s hip-hop signature style. adidas combined the worlds of fashion and sports.com/us/heritage/events.com/events-predator. SPORT OF ART by Surface to Air London/ Berlin/ Tokyo/ Miami | October December 2005 05 Presented with 180 pairs of adidas Samoa shoes. high-end. Creating the Y-3 brand.five33. FIVE33 conceived the design and build of a carefully crafted pair of super-sized Predator boots along with the largest shoebox in the world.

and Josh Smith. By starring them in a video clip. will the video clips help make the campaign a success or will they get lost in the madness? The videos are very short little clips. and Smith backs the Pittsburgh Panthers. shoemakers are battling it out for shoe sales.piercemattiepublicrelations. they could have at least been wearing the shoes.com/2009/03/sports_pr_adidas_march_is_a_b r. Although I believe that informal messages work (think reality tv and blogs) because they are more personal and relatable. to be released in conjunction with March Madness. It's not that the videos are bad. Lop holes: none of the players are linked to any of these colleges so its is very absurd none of the players are holding the shoes in the video instead of wearing them Administration Value Analysis .28 Public Relations Project Topic Nike V/S Adidas Spring is getting near and you know what that means: love is in the air. Howard took the Kansas Jayhawks. McGrady is for the Louisville Cardinals. Unfortunately for Adidas. I think the route they chose to take with these videos was far too casual.html Objective: To promote the new line of shoes they will be launching . which is exactly what short videos are supposed to be." One aspect of the campaign is a series ofweb videos featuring four of the NBA's top players including Tracy McGrady. After watching the clips... Adidas has launched an ad campaign called "March is a Brotherhood.for college basketball that is! As the college teams battle it out for spots in the Final Four. Source:http://www. I think this tactic will be ineffective. The only clip that shows the shoes is Kevin Garnett's and they're not even on his feet. So I wonder. Kevin Garnett. It seems like they were going for was an unscripted "reality" type theme. Mad Clima. What the ads are really for is the Mad Clima sneakers. In order to promote the new shoes. Garnett represents for the UCLA Bruins. the players talk smack about the choices the other players made and how their team will beat the others. Result:they didn t work out as good as they were supposed to as its just a 20 sec clip and the players aren t even endorsing the product in some way. about 20 seconds long. but you neither see nor hear anything about them until a picture is shown at the end... Dwight Howard. Adidas has created a new basketball sneaker. Each player chose a team to represent and is featured in their own short video clip about how their team will win..using NBA stars who appeal to the public. Essentially. I'm unsure about their potential effectiveness. but they're not memorable. with the players basically just showing off jerseys of the college they are representing. If Adidas is paying the players to make these clips.

it's all about the people. the adidas Group offers flexible savings accounts. we provide our full-time employees with a generous. creative and financially rewarding for our employees and shareholders. look. We are a global organization that is socially and environmentally responsible. y y y y Medical Dental Vision Prescription drug benefits In addition. We are dedicated to consistently delivering outstanding financial results. flexible time off and paid holidays. We are committed to continuously strengthening our brands and products to improve our competitive position. employee assistance programs. but here are some examples of what you may look forward to when joining the adidas Group. company-paid life insurance. feel and image of our products.29 Public Relations Project Topic Nike V/S Adidas Values Followed by Adidas Staff 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. Benefits to employees (PR Team) Within the adidas Group. . comprehensive and individualized benefits package. Only when our people have the proper benefits and life resources can they achieve their best. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. Our organizational structures are built to match and exceed consumer expectations and to provide the highest value products in the industry. Benefits vary by region. We are consumer focused and strive to continuously improve the quality. Within the adidas Group. short term and long term disability. Only when an athlete has the best training and equipment can he or she compete at the highest level.

You can rest assured that the adidas Group total compensation package is effective in attracting and retaining top candidates. These may include: y y y y y y y y y Language courses Personal trainers Bicycle share programs Full service kitchen with discounted rates for employees Coffee Shops Strong global career and travel opportunities Opportunities to meet visiting athletes Company wide sporting events Competitions and celebrations It's not uncommon during the day to find our employees engaging in their favorite sport at one of our athletic facilities. We also believe in doing things a little differently.30 Public Relations Project Topic Nike V/S Adidas We also offer "Fit for Today" and "Fit for Tomorrow" training courses to equip employees with the skills necessary to perform in our constantly changing and competitive landscape. Why? We compare our plans side by side with those offered by other companies and also listen to employees and new prospects for their reactions to our benefits package. the adidas Group offers a unique and diverse range of perks that makes working here not just another job. Benefits and perks may vary by location and division. Our "Fit for Tomorrow" courses prepare our employees for their next adventure here within the adidas Group whether that's moving into a leadership position or taking on new global opportunities. PR Budgetting . We're always open to hearing ideas on how to make the adidas Group an even better place to work. In addition to the traditional benefits.

Yet. with marketing spending via TV and print media occupying the main part and online marketing being just a supplementary addition. The reason for this shift lies in the fact that the main target audience for Adidas is the group of 14-19 year-olds.000 fans at the beginning of the year.2 million fans. traditional media like TV and print report a steady decline in usage. 13% of its annual turnover). 2010 by Dr. This constitutes a radical shift in allocating the company¶s marketing budget that amounted to 1.5 million fans. At the same time. Up to now. which counted some 100.biz/en/2010/11/29/adidas-marketing-budget-reallocation-to-digitalchannels/ Comparison: Nike V/S Adidas . and the Adidas¶ main page lists 1. the company seeks to compete with the leading fashion companies H&M and Zara. The Adidas Originals Facebook page has 6. Adidas is not alone with shifting its focus to online and mobile channels: Nike pursues a similar strategy and Puma has also announced to double its digital marketing budget. Chairman of the Board at Adidas Erich Stamminger told the German newspaper Handelsblatt.31 Public Relations Project Topic Nike V/S Adidas Adidas: Marketing budget reallocation to digital channels November 29. adidas Neon is one of the cornerstones of the company¶s growth strategy. By far. Marketing via traditional channels will only play a complimentary role then. the traditional media do not play such an important role any more as they did in the past´. who spend most of their time online. Source:http://www.aquarius. the Adidas football page. Nikola Bachfischer Adidas is about to restructure its marketing budget: ³The biggest share of our communication is done via digital channels. The second-largest sporting equipment manufacturer after Nike plans to reallocate the biggest chunk of its marketing budget to the (mobile) Internet. With its new fashion brand adidas Neon. the marketing budget was allocated the other way around.5 billion Euro in 2010 (approx. Take the corporate Facebook page as an example: Adidas already reaches a couple of million people there. has gathered 3 million fans in the meantime.

2% Research and Development0. however Nike has attained a considerable competitive advantage due to its reputation for quality and innovation. Price. Nike. the value proposition is an interactive web site that is secure and easy to use. however.3% Corporate Overhead1. Because the operations of both companies are similar.com.5% Financial Analysis of Nike and Adidas Below is the Nike and Adidas stock performance comparison in Euros.6% Profit Margin1.com Adidas. the breakdown of the value chain indicates for both Adidas and Nike that the cost to produce and sell an item over the Internet costs these companies almost 50% of the price of the item. and Innovation. Adidas with its web site design and functionality has narrowed the gap between the market leaders and the market follower Nike.com The inputs to the e-commerce value configuration for both Nike and Adidas are: Brand Image.2% Other costs of sale0.com has a slight edge over its arch rivals Adidas.6% SG&A8.com positions itself as the leading brand in apparel and footwear. The functionalities are identical in both cases. Nike's continued efforts in innovation coupled with its brand image. Adidas' web site is a bit more user friendly and navigation is fairly easy. Essentially. ItemPercentage Material Cost16% Labour Cost2. secure as well as its reputation and brand image of their product. Nike. For the soccer industry. similar to Nike. is similar in nature in comparison to the industry. . In terms of the e-commerce portion of the industry.6% Total Nike Cost48. Web site design.8% Interest Expense0. Service.1% Shipping. Adidas' value chain although slightly different.1% Total Cost of Goods Sold31% Sales and discounts4. Customs and Finance3. Adidas with growing popularity has narrowed the gap from previous years. is a unanimous leader of the athletic footwear and apparel industry. The value configuration has multiple components. In terms of e-commerce. Analyzing the graph.9% Net Factory Price25.2% Income Taxes2. Overall.32 Public Relations Project Topic Nike V/S Adidas (on the basis on public relation strategies adopted through the vast media of the internet) Adidas is lagging on overall in web site appearance in comparison to Nike's web site. OVERALL COMPANY VALUE CONFIGURATION The value curve illustrates an evaluation of Nike and Adidas's focusing on the company as a whole but with the focal point of e-commerce extension.4% Quality Costs0.3% Direct Ship Allowance0. the table below only lists Nike's value chain breakdown. There is no question Nike is the market leader in not only the product aspect but also the financial aspect of this industry. For Adidas. To the right is a table which summarizes these components and the respective percentages for a $100 product (footwear).6% Administration and Overhead4. both Adidas and Nike are analogous.8% Royalties0. Adidas.com's value proposition is an easy to use web site that is highly interactive. The brand image for both Nike and Adidas is immense.9% Net Landed Price29% Warehousing and distribution0. The value chain configuration for both Nike and Adidas is supply chain.

33 Public Relations Project Topic Nike V/S Adidas However.comAdidas.com Nike. manufacturing. One important point to highlight is the market share Adidas has gained since 1998. it must continue to innovate and produce leading edge designs that attract the diverse markets.com to simply promote soccer. The financial comparisons of both companies indicate Nike having a substantial financial advantage over Adidas. etc. has planned to expand to Canada and international in the near future Online customer service not "helpful" or easy to find OPPORTUNITIES Increasing demand in the industry for products available online Increase female participation in athletics E-commerce will reduce the cost of goods sold thus improving the "bottom line" New technology and innovation to stay on top of market needs Expand ecommerce to global markets Possibility of outsourcing the web development and e-commerce to a third party developer Growing interest in the sport of Basketball. Adidas has comfortably moved to the second spot in this highly competitive industry.com Position Market Leader Market Follower STRENGTHS Strong management team and good corporate strategy in both North American and overseas markets First movers advantage in e-commerce Brand recognition and reputation Trademark "Just Do It" Diversity and variety in products offered on the web (footwear. and in foreign markets.com & Adidas. over the last few years. Adidas evolved from a minor player in the industry to the second biggest company in the industry. since this time. soccerevolution. This research was conducted in 1998. The operating margin and return on assets is slightly lower for Adidas. Partnering up with other retailers to sell basketball footwear and apparel Growing reputation in non-basketball sports will boost e-business E-commerce will reduce the cost of goods sold thus improving the . A study conducted at Cornell University. sporting equipment. etc. apparel. Adidas leads the market in this sport) WEAKNESSES Negative image portrayed by poor working conditions in its overseas factories Ecommerce is limited to USA The direct sale to consumers is creating conflicts with its own resellers Currently available supply chain.) Strong control over its own distribution channel Strong customer base Strong financial position with minimal long term debts Innovative designs in footwear enabling consumers to design their own shoes online Brand reputation and recognition Diversity and variety in products offered on the web (footwear. Footwear Market Share SWOT Analysis for Nike. apparel. Adidas needs to improve in both operating margin and return on assets to gain ground on Nike.) Adidas even offers items not available in its retail stores Emerging brand name Pricing strategy is competitive to Nike's Merger with Salomon will allow Adidas to gain a strong foothold in the Skiing Industry Secondary web sites (i.e. however. For Nike to successfully remain as the market leaders.S. Adidas has been slowly eroding the market share from Nike. sporting equipment. This could be indicative of the market leader and market follower relationship. which illustrated the distribution of market shares in the U. and fulfillment technologies aren't easily integrated with online build-to-order Not known for its research andšsystems development leading to innovative designs The e-commerce is limited to USA.

34 Public Relations Project Topic Nike V/S Adidas "bottom line" Expand e-commerce to global markets Collaborate with other online retailers to offer Adidas products THREATS Negative image due to "sweatshops" Economic downturn in North America and Asian Countries Increase in the price of providing technological solutions (e-commerce) Strong competition from some of its major challengers in all branches of the business Continuing challenges in import/export duties. Thus through this study of both the companies. it makes our comparison regarding the different pr strategies adopted by them respectively.com **Refer to source of information after every sub-topic ** Conclusion will be added after the result of the survey . Thereby this makes us understand the effectiveness of a particular kind of pr strategy which is followed by the competitors more clear.essaychief. Source: http://www. more clearer and defined.

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