Fun Facts

 What does the name ADIDAS stands for?

 Did you know that creators of Adidas and Puma
were brothers?
 In the beginning the three stripes were used to
stabilize the shoe.
 First company to offer a sponsorship for an
African-American.
 Presentation Overview
 Company Profile  SWOT Analysis
 History  CSR Initiatives
 Logo  Controversies
 Products  Sponsorships
 Marketing Strategy  Recent Developments
 Financial Position
 Market Share
 Company Profile
 Founder: Adolf (Adi) Dassler

 CEO: Herbert Hainer

 Headquarters: Herzogenaurach, Germany

 No. Of employees: 46,306

 NYSE: ADS.DE
Adolf Dassler
Herbert Hainer
 Company History
 Adidas was founded in 1948 by Adolf “Adi” Dassler, following the
split of Gebrüder Dassler Schuhfabrik (Dassler Brother Shoe
Factory) between him and his older brother, Rudolf.
 During the 1936 Summer Olympics held in Germany, Adolf
persuaded U.S. Sprinter Jesse Owens to run using his company’s
spikes. Owens went on to win 4 gold medals.
 Differences in political ideologies between the two brothers during
the World War II tensions between the two brothers.
 They finally split in 1947 and went on to form adidas and Puma.
 Now owns brands like Rockport, Reebok, Taylormade, etc.
 Logo
3 Stripes mark :
•Created in 1949 by Adolf Dassler.
•‘The brand with 3 stripes’.

Trefoil:
•Introduced in 1971.
•Represents the diversity of adidas brand.
•Now used for adidas Originals collection.

3 Bars:
•1997- integrated corporate design by Peter
Moore.
•Shape formed by the bars represents a
mountain, indicating challenges to be faced and
goals to be achieved.
 Products

Footwear Clothing

Sporting Goods Accessories

 Marketing Strategies
 Focus on global markets.
 Slogan : Impossible is Nothing
 Positioning: Premium brand
 Often uses market skimming policies with new
products.
 Frequent ads.
 Financial Position
Sales: €15,900 million

Net Income: €791 million

EPS: € 3.78 (Rs.321.02)

Market Share
 SWOT Analysis
STRENGTHS:
•Long heritage and high brand value.
•The company sponsors major sporting
events including Olympics and major
sportsmen and teams.
•Worldwide presence.
•Diversified product portfolio.
•Strong and innovative marketing have
created a strong brand retention.
OPPORTUNITIES:
•New foot-friendly designs are developed
each year.
•Tie-up with emerging sports
teams/clubs/players internationally.
•Brand building by setting up sports
academies.
WEAKNESSES:
•The products can sometimes be costly
due to innovative technology or
production method.
•Stiff competition and similar big
brands means customers have high
brand switching.
THREATS:
•Other brands offer more styles and
varieties, thus more competition.
•Threat from other competitive brand who
produce sports equipment and accessories
at a lesser cost.
•Pirated/fake imitations affect brand
image.
 CSR Initiatives
 All programmes are built on three complementary pillars –
community involvement, employee involvement and corporate
giving.
 Sponsorships
 FIFA World Cup
 UEFA Champions League
 Rocky IV
 Skyfall
 Iron Man 3
 Katy Perry
 Controversies
 2011 All Blacks replica rugby jersey pricing controversy.

 2012 "shackle" sneakers.

 Sweatshops and labor rights violations.