Answer 1

Dubai, United Arab Emirates

Dubai has emerged as one of the best tourist destinations in the world. Dubai, commonly
referred as the city of shopping malls and skyscrapers has continued to garner the attention of
the global tourists. It has changed the tourism dynamics as it is best known for its record
breaking architectural marvels such as the Palm, the Dubai Mall and the Burj Khalifa. Apart
from these famous names, Dubai is well known for its indoor ski slopes, huge aquariums,
turbulent history and vibrant culture. Tourists get dazzled with the options they have in Dubai
which entices them to visit the 'City of Gold' time and again. (N, 2021) Tourists often
describe about the unique experience they get and this experience can be further unfolded
into five different variables which include lifestyle, celebrations, artefacts, wildlife and
occupations. Let's dive deeper and explore each of these variables closely -

The luxury lifestyle - People living in Dubai indeed indulge in the ultra lavish lifestyle which
is indeed appealing to a large number of tourists. From amazing shopping malls to light
shows, from coloured fountains to fantastic beaches, Dubai has it all. The ultra-fast cars and
driverless subways are indeed some of the rare finds on the planet but quite common in
Dubai. (N, 2021) The glitzy nightlife and high end shopping are indeed some of the
complements to this ultra modern lifestyle which can indeed lure anyone and everyone. Burj
Al Arab, the epitome of luxury and the most luxurious hotel is also situated in Dubai. The
vibrant social atmosphere and the billionaire luxury lifestyle can indeed add Dubai's lifestyle
in unprecedented ways. (Research, 2022)
Celebrations and Festivals - Dubai is one of the major hubs for global festivals as there is
long list of festivals celebrated in Dubai. From the national festivals of UAE to the intriguing
global festivals, Dubai is one stop place. Some of the well celebrated festivals in Dubai
include the Dubai Shopping Festival, Dubai International Film Festival, Dubai World Cup,
Dubai International Boat Show and Dubai International Jazz Festival. The Government of
Dubai plays an active role in ensuring that each of these festivals are successful. Indeed each
of the festivals is celebrated with great fervour and zeal which adds on to spirit of the
festivals. In order to ensure that people remain connected with these festivals, various events
and competitions are also organised. No matter you come from any part of the world, you are
sure to get charged up and become a part of the festival.

Artefacts
Dubai is also famous for a number of archaeological sites and artefacts which tell about their
great cultural heritage. There are some famous artefacts which can be found in the museums
of Dubai such as stones, pearls and objects from the past centuries. Some of the cities in UAE
have become preferred tourist destinations such as Ras Al Khaimah or Al Ai which are close
to Dubai. (N, 2021) Ed- Dur is one of the most significant archaeological sites which is an
ancient city located near the Umm Al Qwain. Some fossils from the past ages have also been
dug up in Dubai such as along the hills of the Al Dhafra region, hours away from Dubai. The
recently concluded Expo 2020 Dubai gave glimpses of some ancient artefacts such as
"treasure of Domagnano".

Wildlife - The native wildlife in Dubai is quite limited but there are some good wildlife spots.
The Ras Al Khor Wildlife Sanctuary, the Green Planet and Dubai Desert Conservation
Reserve are good examples of wildlife sites. There are some unique and rare animals which
can be spotted in the zoos of Dubai such as the Arabian Sand Gazelle, Arabian Wolf or the
Arabian Oryx which garner the attention of wildlife enthusiasts to a great extent.
Occupation- The service sector has sprawled to a great extent in Dubai and this has changed
the nature of jobs in the region. Mostly, people are employed in multinational corporations or
in their own business units. (Research, 2022) The maximum number of people in UAE are
employed in the industries operating in the service sector. The top openings in various jobs
are often fulfilled by people from farther corners of the world. The diverse nature of
occupation in Dubai indeed pulls lots of professionals. This has been well complemented by
the presence of a large number of multinational business organisations.

Some recommendations on how the existing variables can be improved are -

1) Focusing more on natural wildlife and bringing more rare animals from other parts of the
world.
2) Increase awareness on the quality of occupation- There are numerous job opportunities for
expats in Dubai and more jobs have come up due to rapid developments. However, there
needs to be awareness about such changes as they can truly enhance this variable.
3) Adding a touch of sustainability - The various things happening in Dubai can be made
more sustainable by adding a touch of sustainability, such as organising Green Festivals or
Plantation drives.

Answer 3

COUNTRY-OF-ORIGIN (COO) AND GEOGRAPHICAL INDICATION (GI)

ADIDAS
Country-of-origin – Adidas, stylized as adidas since 1949, is a German multinational
corporation. It is founded and headquartered in Herzogenaurach, Bavaria, that designs and
manufactures shoes, clothing and accessories. It is also the largest sportswear manufacturer in
Europe, and the second largest in the world, only after another competitive sports brand Nike.
It is the holding company for the Adidas Group, which consists of a commendable 8.33%
stake in the football club Bavern, Munchen, and Runtastic, an Austrian fitness technology
company. Adidas's revenue for 2018 was listed at a whopping 21.915 billion dollars.

The origin of the company was very normal, it was started by Adolf Dassler in his mother's
house; he was joined by his elder brother Rudolf in 1924 and they named it as the Dassler
Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes)
for multiple athletic events. To enhance the quality of spiked athletic footwear, he helped the
company transition from using a previous technology of heavy metal spikes to canvas and
rubber based ones. Dassler even persuaded U.S. sprinter Jesse Owens to use these handmade
spikes at the 1936 Summer Olympics. But in the year 1949, there was a breakdown in the
relationship between the brothers, Adolf created Adidas and Rudolf established Puma, which
became Adidas's largest business rival.

Adidas's identity mark are those three stripes which are being used on the company's
clothing and shoe designs and almost everything else marketed by the company. This
branding Adidas bought in 1952 from Finnish sports company Karhu Sports for the
equivalent of 1,600 dollars, garnered them so much success that Dassler described Adidas as
"The three stripes company".
By the end of 2012, Adidas was reporting their highest revenues and Chief Executive Herbert
Hainer was extremely optimistic for the years ahead. Adidas now has global corporate
headquarters in Herzogenaurach, Germany and many other locations around the world such
as London, Portland, Toronto, Tokyo, Australia, Taiwan and Spain. In January 2015, after
enlisting such huge success and to keep up pace with ever dynamic technological advances in
the e-marketing domain, Adidas launched its first ever reservation mobile app for its footwear
industry. The Adidas Confirmed app allows consumers to get access to and reserve the
brand's limited edition sneakers by using geo targeting technology that enhances customer's
ease and comfort. Now they can shop from anywhere without losing out, without having
FOMO basically. On 24 March 2015, Adidas and McDonald's together unveiled the 2015
McDonald's All-American uniforms. For a consistent period of three years, players are made
to wear short-sleeved jerseys, made with the same lightweight and breathable material as the
ones used in the NBA.

Geographical Indication –

Adidas' target audience is international and the company has a market presence in over a total
of one hundred and sixty countries. In 2021, Adidas operated 2184 retail stores worldwide,
which is an exemplary feat for its trusted physical marketing space in the sports and footwear
industry. The proportion of Adidas net sales is highest in Europe, the Middle East and Africa
(37%), followed by North America (with 24%) and Greater China (at 22%). Smaller markets
also have their presence in Asia-Pacific and Latin America. Adidas is an urban brand, with a
strong presence in global trend-setting cities that are always up to date with the latest fashion
trends, more so due to the widespread use of social networking that made fashion trends a
homely thing by now. Its technologically advanced flagship stores are situated in several
prime locations as in London, Paris, New York, LA, Tokyo and Shanghai. The largest target
market for Adidas demographics is aged between twenty and twenty-nine, during which
fitness and sports are a high priority among the people. Recently, the Adidas strategy has
become focused on the new generation of upcoming sports enthusiasts, strengthening its
targeting of children between the age groups of fourteen to nineteen year olds. Traditionally,
Adidas' target audience has skewed more towards males but in the recent years, Adidas has
stepped up its marketing presence for the females. For which it has launched several
extraordinary, impactful campaigns like its award winning “Liquid Billboard” campaign
aimed to encourage women to feel confident while swimming in public.
Adidas is a brand that has marked its presence globally and its stores can be found in every
nook and corner of the world. People from all over the globe know, wear, and promote
Adidas because of the durability it provides. Any region, any country, any nation, has the
three stripes shoe company, Adidas, and all are very proud of wearing it. It has, by and large,
become a necessity and status symbol in the sports industry.

References
N, R. (2021, October 28). Do not come back without visiting these 60 tourist places in
Dubai! TravelTriangle. Retrieved December 12, 2022, from
https://traveltriangle.com/blog/tourist-places-in-dubai/ 

Research, A. E. (2022, November 27). Living in Dubai - the facts you must know (2022
update). Expatra. Retrieved December 12, 2022, from
https://expatra.com/guides/dubai/moving-to-and-living-in-dubai-guide/