SUCCESS STORY OF ADIDAS

ENTREPRENEURSHIP
Submitted By: Hinobiagon, Nichole M.
Submitted To: Ma’am Lalyn Quintanes
Profile

Adolf "Adi" Dassler, creator of Adidas, is a prime example of how some of today's most successful companies came
from modest beginnings. In a little village in Bavaria, Germany, Dassler got his start creating shoes in his mother's bathroom.
There, Dassler started sketching up shoe designs and learning the art of cobbling in pursuit of his goal of creating the ideal
athletic shoe. Since there were many shoemakers available at the time, Dassler was determined to set himself apart by
listening to athletes' input on his prototypes to see what they valued most and where he could make improvements. In 1949,
at the age of 49, Dassler established "Adi Dassler Adidas Sportschuhfabrik," giving him legal standing for making and selling a
high-quality sports shoe. In the same year, the trademark for the first pair of shoes to include the now-iconic Adidas three
stripes was filed. In 1954, the German national football team defeated the Hungarians in the World Cup final while wearing
the latest generation of Adidas cleats, proving that Dassler's aim to produce the ideal shoe for sportsmen was realized.
According to Adidas' website, "their stunning win would be heard around the globe for decades to come and it gave Adidas
and its creator a household brand on football stadiums worldwide. "Since then, Adidas has become a worldwide
phenomenon, synonymous with elite sportswear. Dassler's experience highlights the value of hearing to potential buyers on
their hopes, fears, and frustrations. "Adi Dassler's success was due in no little part to the fact that he took the time to meet
with athletes, listen to what they had to say, and keep a keen eye out for ways in which their needs might be better satisfied
via innovation."

Benefits

Today, adidas Running presents the brand new adidas Supernova, a shoe made for runners of all skill levels who want
a shoe that's easy on the feet and the mind. Snuggling up in familiar territory The new adidas Supernova is here to disrupt
the game after years of hearing that "nothing good occurs in the comfort zone" and that "success can only be reached by
pushing out of it." The shoe is meant to assist novice runners overcome their fear of the unknown and develop a lifelong love
of running. "For years, people have preached the 'no pain, no gain' concept when it comes to training, and that growth can
only come from going out of your comfort zone," said Dr. Stephen Seiler, a professor of sport science at the University of
Agder. Yet what we've learned from researching the world's greatest runners is that, whether you're an elite athlete or just
starting out, running in your comfort zone is a crucial aspect of endurance training. Achieving consistency and longevity in
endurance training, as well as rediscovering the love of running, all need runs at this low, easy effort. Staying inside one's
speed and distance "sweet spot" is beneficial for runners of all abilities. Building confidence in one's running ability and
oneself is another benefit of training inside one's comfort zone, in addition to helping runners form a sustainable habit. One
of the adidas LA Runners, Nora Hall, had this to say: "The thing I love most about running is how individual it is." My own
timetable, distance, and speed. And when I'm at ease with how I'm running, I feel better in my own skin. The greatest insight
I've gained from my running is that "you may be at ease and yet accomplish great things."

• Comfort meets energy – the precisely balanced mix of bounce and boost in the midsole is designed to deliver
comfort and energy return with every stride
• Padded tongue & heel – the new padded tongue and heel construction delivers a comfortable feeling from the
outset
• Grip for any terrain – the direct injected TPU outsole is designed to deliver grip, resulting in a comfortable run on
any terrain
• Created through a female lens – the shoe has been crafted to deliver a tailored fit for women, with a silhouette
that mirrors the anatomy of the female foot, ensuring that women feel comfortable and supported on their runs
Challenges

Adidas's growth in developing markets like China and India is hampered by the presence of competition. Although though
Nike dominates the market, there are plenty of other brands, such as Puma, that provide similar products and services.
Nonetheless, it's important for the organization to keep tabs on any new competitors that enter the market. Adidas also finds
difficulty in positioning itself in emerging markets due to shifting customer tastes and developing business potential in those
regions. Given these obstacles, Adidas needs a tried-and-true plan to ensure its continued success. Adidas is always
innovating, releasing novel, differentiated items, and carrying out efficient processes to keep up with the competition.
Nonetheless, CRM has been shown to have a favorable influence on corporate performance after careful consideration of
other approaches. With this strategy, the corporation may better diversify its brand portfolio and meet the needs of the
whole market. Competition is a constant risk for every business. Adidas's rivalry with Nike is legendary, so the company can't
afford to relax its defenses. As there is now no discernible difference between Adidas and Nike's product ranges or quality
standards, customers select between the two based on personal choice. Therefore the earlier recommendation of using
celebrity endorsements is so crucial to Adidas's brand promotion efforts.

Solution

Adidas's management had intended to use air freight to source and deliver mid-range clothing in the US for the balance of
the fiscal year 2019, after they failed to meet demand needs in the first quarter. To ensure that demand is met throughout
the 2019 fiscal year and into the second quarter of the 2020 fiscal year, management intended to obtain additional supply
chain capacity from vendors. As you can see, Adidas is a dominant force in the athletic goods industry. The company has a
strong brand and an excellent distribution system, with just a few minor flaws, such as outsourcing production, a restricted
range of products, and a lack of celebrity endorsements. If Adidas can weather the storm of the developing business, it will
have prospects like smart materials. Is Adidas able to withstand the pressure.

Realization

In applying to life about the story of Adidas, Adidas also makes sense also when it comes to life aspects because as humans
we face also trials that makes us more stronger physically and also mentally. We must seek and be brave every struggles that
we are facing in life in order for us to be wise enough to handle the problems in life. We should not overthink small problems
because we must think that God is bigger than any kind of problems in this world.