Adidas

Introduction
Adidas  is a German multinational corporation that designs and manufactures sports shoes, clothing
and accessories headquartered in Herzogenaurach, Bavaria. It is the largestsportswear manufacturer
in Europe and the second biggest in the world.

It is the holding company for the Adidas Group, which consists of the Reebok sportswear

company, TaylorMade-Adidas golf company (including Ashworth), 9.1% of FC Bayern
Munich and Runtastic, an Austrian fitness technology company. Adidas revenue for 2012 was listed
at €14.88 billion.

Adidas was registered on 18 August 1949 by Adolf Dassler, following a family feud at the Gebrüder
Dassler Schuhfabrikcompany between him and his older brother Rudolf.[1] Rudolf had earlier
established Puma, which quickly became the business rival of Adidas and is also headquartered in
Herzogenaurach. The company's clothing and shoe designs typically feature three parallel bars, and
the same motif is incorporated into Adidas's current official logo. The brand name is appropriately
uncapitalized, with a lower case "a"

The brand works out 3 major lines which are Adidas Performance, Adidas Original and Adidas style.

Adidas Sport Performance 

The guiding principle of the adidas Sport Performance Division is to equip all athletes to achieve
their “impossible”. adidas Sport Performance brings its passion for great products to athletes
in all sports and mainly focuses on four key categories globally: football, running, training and
basketball. 

Adidas Original
Personal collections, innovative style, groundbreaking fashion. Originals by original is the sum of all
three, pure celebration of originality in footwear and apparel.

From born originals like Mark Gonzales and Nike Nastase, to the music and style of Missy Elliot and
Run DMC, to true champions like David Beckham and Stan smith the three stripes has been there
since the very beginning.

Adidas Style
The Sport Style Division is the home of Originals, defined as authentic sportswear, the Fashion
Group, which is the future of sportswear, and Style Essentials, the fresh sport-inspired label made
accessible for style-adopting youth. Together they offer consumers products from street fashion to
high fashion, all uniquely inspired and linked to sport.
Adidas Inc is marketer of sports and athletic shoes. The company is a global brand
multinational company with its head office base in Germany. In keeping with the brand
image is its association with the distinctive logo and its advertising slogan, "Impossible is
Nothing." as it appear on the print attached. In order to maintain and sustain this image, the
company makes huge investments in advertising and brand promotion. At some critical times
like during global economic crisis, adidas always react to the consumers’ pessimistic attitude
and stressful emotion. This time somewhat become a good chance for Adidas because it can
take advantage of its previous advertising way of “Impossible is Nothing” campaign by
sponsoring sports stars to express the corporate philosophy of grit, determination, passion
and humor, giving people more courage and psychological comfort in face of economic
crisis. “For over 80 years, Adidas has been part of the world of sports on every level,
delivering state-of-the-art sports footwear, apparel and accessories. Today, Adidas is a global
leader not only in the shoe industry, but also in the sporting goods industry.

Adidas Unique Selling Proposition (UPS): use of kangaroo leather to make their more
expensive shoes.

This strategy has given adidas better advantage than other players in the sportswear industry.
This selling proposition has made adidas to be the sole supplier of:

Apparel and equipment for all teams in Major League Soccer. Adidas remain a major
company in the supply of team kits for international football teams.

Referee kits that are used in international competition and by many countries and leagues in
the world.

TARGET AUDIENCE

Demographics

Race: all races

According to Carleton S. Coon (1962), the world race can be divided into white/Caucasian,
Mongoloid/Asian, Negroid/Black, and Australoid. All people under these races are target of
adidas advertisement. Sports are everywhere in the world, hence, there is no particular region
or race been targeted in the advertisement.
Age-group: 25 to 40 years.

The advertising strategy of adidas is targeted at age group between 25 to 40 years old
working professionals. This age group understands and appreciates sports. Innovation means
a lot to them because their life-styles are sophisticated and demanding. They demand high
quality products, therefore, branded product rank high in their scale.

Occupation: footballers, athletes, sports lovers and other professions.

Those in the sport field and sport lovers are the major target of adidas advertisement. The
advertisement was designed to motivate and boost their moral in the field of sport. This class
of people needed innovation and quality. Sports lovers sometimes mimic the super stars that
adidas use in its advertisements. They have a lot of interest in sports, by supporting one
super-star or the other.

Income: $3000 and above per month.

People with minimum income of $2000 in all over the world should be able to spend
reasonable amount of money for purchasing adidas products. This class of people are at the
mid of their life and therefore attach much emphasis on pleasure and durable products.

Culture: all culture

There is no culture that forbids sports. The advertisement has no cultural sentiment. Though
woman was used in the picture, in all culture women are allowed to participate in sporting
activities.

Education: formal education

The advertisement language used was English language. It is believed that anybody with
formal education (level not withstanding) should understand the language and give it the
necessary interpretations. However, the language favours English speaking country more
than those their mother tongue are not English. Also the statement as it was used in the advert
is very straightforward that even those who are not proficient in English language can easily
understand.

Upper middle class

Because adidas products are of high quality, it attracts equivalent cost. The classes of upper
middle class are those individuals with comfortable incomes. Adidas uses differentiation
strategy to woo this set of people into its product.

Psychographics : psychographic segmentation divides the market into groups based on

social class, lifestyles and personality characteristics, it is based on this assumption that the
type of product and brand an individual purchases will reflect that persons characteristics and
patterns of living.

Spendthrift people

The advertisement is meant to capture the interest of that group of people in the society that
is willing to spend for social recognition. These classes of people seek attraction from people,
making them go for high class materials with brand image like adidas.

Loyalty group

Adidas has brand loyalty among its customers. The customers can be classified as hard core
loyalist and soft core loyalist. The hard core loyalists always stick to the brand at all times,
while the soft core loyalists sometimes switch to other products. Because adidas brand is a
unique brand, they were able to capture this group or market segment easily with their
advertisement strategy.