A PROJECT REPORT ON FUNDAMENTAL ANALYSIS OF

ADIDAS

Extracurricular & General Interest Report

Submitted in partial fulfillment of the

requirements for the award of the degree of

BACHELOR’S IN COMMERCE WITH HONOURS

Submitted by

Ritik Lotia

Enrollment No.

J0253
B.COM (H)
VI Semester
Batch
2021-2024

Guided by
Dr. Khusbhoo Sahu

April 2024

Submitted to:
SCHOOL OF COMMERCE MANAGEMENT & RESEARCH
ITM UNIVERSITY, Atal Nagar Nava Raipur India
 Declaration by the Candidate

This is to declare that this report has been written by me for my academic purpose. No part of
the report is plagiarized from other sources. All information included from other sources has
been duly acknowledged. I aver that if any part of the report is found to be plagiarized, I
shall take full responsibility for it.

Ritik Lotia Signature of the candidate

J0253 Date-
 Certificate By The Institute

This is to certify that this project report entitled 'A FUNDAMENTAL ANALYSIS OF
COMPANIES (ADIDAS) is a bonafied work carried out by Ritik Lotia of B.com(H) of
School of Management & Research for fulfillment of B.com (H) degree course of ITM
University Raipur.

Dr. Khushboo Sahu Prof. Dr. Yasin Sheikh

Assistant Professor HOD(SCMR)

Date:
 Certificate By The Examiner

This is to certify that the project entitled "Fundamental Analysis of Adidas” submitted by
Ritik Lotia Roll No 130310021048 Enrollment No J0253 has been examined by the
undersigned as a part of the examination for the award of Bachelor in Commerce with
Honours degree of ITM University, Raipur (C.G.).

Dr. Khushboo Sahu Signature of the Examiner

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 OBJECTIVES

Objectives of Extra Curricular Activities:

 Extracurricular activities provide a channel for reinforcing the lessons learned in the
classroom.
 Extracurricular activities offer students the opportunity to apply academic skills in a real-
world context.
 Extracurricular activities are part of a well-rounded education.
 Extracurricular activities reduce stress and provide a sense of purpose and fulfillment.
 Extracurricular activities provide a sense of community, making students feel more
connected and supported.
 Table of Content for Extra Curricular Activities

CHAPTER
TITLE PAGE NO.
NO.

Introduction (profile of the company)

I • Describe the Business sector.

• Brief introduction of the company
• 2 Competitors of the company

BCG Matrix/SWOT Analysis of the company

II

III Products of Company, expansion, and withdrawal

of the product

Carrier opportunities in the companies

1V

Learning from the Project

V

VI References
 Business Sector
Footwear Industry

The footwear industry encompasses the production and sale of shoes, sandals, boots, and other
types of footwear. It is a large and diverse industry that includes everything from athletic shoes to
designer high heels.

The industry is highly competitive, with many well-established brands and new entrants vying for
market share. Some of the biggest names in the industry include Nike, Adidas, Puma, and Reebok,
but there are also many smaller, niche brands that cater to specific markets and demographics.

The footwear industry is driven by fashion trends, as well as by practical considerations such as
comfort and durability. Consumers are often willing to pay a premium for shoes that are stylish,
comfortable, and high-quality.

In recent years, there has been a growing trend toward sustainable and ethical footwear production,
as consumers become more aware of the environmental and social impact of their purchases. This
has led to the development of new materials and production methods that minimize waste and
reduce the industry's carbon footprint.

The footwear sector is a very significant segment of the leather industry in India; rather it is the
engine of growth for the entire Indian leather industry. India is the second largest global producer
of footwear after China, accounting for 13% of global footwear production of 16 billion pairs

Overall, the footwear industry is a dynamic and ever-changing field that is influenced by a wide
range of factors, from fashion trends to technological advancements.

The footwear industry is a diverse and dynamic sector that encompasses the design, manufacturing,
marketing, and sale of various types of footwear, ranging from athletic shoes to fashion footwear
and everything in between. With a rich history spanning centuries, footwear has evolved from
being a mere necessity for protection to a fashion statement and status symbol.
This industry is driven by consumer preferences, fashion trends, technological advancements, and cultural
influences. It's highly competitive, with global brands vying for market share alongside smaller, niche
players.

Introduction
Adidas
Adidas was formally registered on 18 August 1949 as Adidas AG, by Adolf Adi
Dassler, whose name formed the company’s title. Adolf Dassler was born in Bavaria
and started making sports shoes in his mother’s kitchen after he returned from World
War 1. He was joined in 1924 by his brother Rudolf Dassler and using their mother’s
laundry as their manufacturing base, they began operations. Famously, during the
1936 Olympics, Adi Dassler drove to Munich and persuaded Olympic gold medal list
Jesse Owens to wear his shoes which established his reputation among the sporting
world and gave him lots of contracts and financial success.
After the Second World War, though, the brothers split up and Rudolf Dassler went
on to form his own company, which later became Puma. After the death of Horst
Dassler, Adolf’s son, the company went through some troubled times. It was then
bought by French industrialist Bernard Tapie and subsequently by Robert Louis-
Dreyfus. In2001 Herbert Hainer took over as CEO of Adidas and has been leading
the conglomerate ever since. A long line of innovative products and successes later,
Adidas is one of the world’s largest corporate, with a product line to envy and worth
millions of dollars. The trademark three stripes and the slogan ‘Impossible is
Nothing’ are Adidas’ identity, an image it spends a fortune to uphold.

Though Adidas entered into a license agreement with Bata in 1989, it formally began
operations only in 1996 with the establishment of Adidas India Marketing Private
Limited. In 1998 Adidas pulled a masterstroke, they roped in Sachin Tendulkar as
their brand ambassador which proved a sound business decision. In 1999, keeping in
mind the price conscious Indian consumer, Adidas launched its cheapest ever shoes
in India. In2004, Adidas India launched the advantage Adidas campaign, which
increased sales by 30%. In 2005, Andreas Gellner took over as Managing Director
for Adidas India. Adidas sees India as a huge growth market and according to
Gellner, Adidas.
Adidas is a renowned global brand in the footwear industry, known for its innovative
designs, high-quality materials, and performance-oriented products. The company
was founded by Adolf Dassler in 1949 and has since become one of the most
recognizable sportswear brands worldwide.

Adidas offers a wide range of footwear for various sports and activities, including
running, soccer, basketball, tennis, and lifestyle wear. Over the years, the brand has
introduced numerous iconic models that have left a lasting impact on sports culture
and fashion.

1. Adidas Superstar: Originally introduced in 1969 as a basketball shoe, the Adidas

Superstar quickly gained popularity beyond the court and became a cultural icon in
streetwear fashion.
2. Adidas Stan Smith: Another classic silhouette, the Stan Smith tennis shoe, was first
introduced in the early 1970s and remains one of Adidas' best-selling models
known for its clean, minimalist design.
3. Adidas Boost Technology: Adidas introduced Boost cushioning technology in
2013, offering superior energy return and comfort for runners. Boost foam pellets
are compressed and molded together to provide responsive cushioning and
durability.
 Factory outlet in Herzogenaurach, Germany

Formerly Gebrüder Dassler Schuhfabrik (1924–1949)

Type Public (AG)

Traded as FWB: ADS

DAX component

Industry Textile, footwear

Founded July 1924; 98 years ago in Herzogenaurach, Germany

(as Gebrüder Dassler Schuhfabrik)
18 August 1949; 73 years ago (as Adidas)[1]

Founder Adolf Dassler

Headquar Herzogenaurach, Bavaria

ters ,

Germany
 Financial Overview

Analyzing Adidas footwear involves examining various aspects, including product

offerings, market trends, innovation, competition, and consumer preferences. Here's a
comprehensive analysis:

1. Product Portfolio: Adidas offers a diverse range of footwear catering to

different sports, lifestyles, and preferences. This includes running shoes,
soccer cleats, basketball sneakers, tennis shoes, lifestyle sneakers, and more.
The brand continuously updates its product lines with new designs,
technologies, and collaborations to stay relevant and appeal to a wide range of
consumers.
2. Technology and Innovation: Adidas is known for its innovative technologies
aimed at enhancing performance and comfort. This includes Boost cushioning,
Primeknit uppers, AdiPRENE+ cushioning, and Torsion System for stability. Adidas
invests in research and development to introduce cutting-edge features that
differentiate its footwear from competitors and meet the evolving needs of athletes
and consumers.
3. Market Trends: Analyzing market trends helps Adidas identify opportunities and
threats in the footwear industry. Trends such as athleisure, sustainability,
customization, and digitalization influence consumer preferences and purchasing
decisions. Adidas adapts its product offerings and marketing strategies to align with
prevailing trends while also anticipating future shifts in consumer behavior.
As of my knowledge cutoff date of September 2021, Adidas AG was a multinational
corporation based in Germany that primarily produces and sells athletic footwear,
apparel, and accessories. Here's a financial overview of the company:

Revenue: In 2020, Adidas reported revenue of €19.8 billion ($23.6 billion USD), a
decrease of 16% from the previous year. The decline was attributed to the COVID-19
pandemic, which disrupted global markets and supply chains.

Net Income: In 2020, Adidas reported a net loss of €295 million ($352 million USD),
compared to a net income of €1.9 billion ($2.2 billion USD) in the previous year. The
loss was attributed to the pandemic-related impacts and restructuring charges.

Gross Profit Margin: In 2020, Adidas reported a gross profit margin of 51.5%, which
was a slight decrease from 2019's gross profit margin of 52.3%.

Earnings Per Share (EPS): In 2020, Adidas reported a negative EPS of €1.41 ($1.68
USD), compared to a positive EPS of €9.35 ($11.13 USD) in the previous year.

Stock Performance: As of September 2021, Adidas' stock price was trading at around
€320 ($379 USD) per share, which was up from its 52-week low of €198 ($235
USD) but down from its 52-week high of €336 ($399 USD).

Overall, Adidas' financial performance in 2020 was impacted by the COVID-19

pandemic, which led to a decline in revenue and a net loss for the year. However, the
company has been taking steps to adapt to the changing market and consumer
behavior, including investing in e-commerce and digital initiatives, which could help
drive future growth.
 OBJECTIVES

1. Maintaining market leadership in the global sportswear industry.

2. Continuously innovating products to enhance performance and style.

3. Advancing sustainability efforts across its supply chain.

4. Building strong consumer engagement and brand loyalty.

5. Expanding into new markets while penetrating existing ones.

6. Achieving strong financial performance and profitability.

7. Fostering employee development and diversity.

Competitors Of The Company

1. Nike
Nike, Inc., formerly (1964–78) Blue Ribbon Sports, American sportswear company headquartered
in Beaverton, Oregon. It was founded in 1964 as Blue-Ribbon Sports by Bill Bowerman, a track-
and-field coach at the University of Oregon, and his former student Phil Knight. They opened their
first retail outlet in 1966 and launched the Nike brand shoe in 1972. The company was renamed
Nike, Inc., in 1978 and went public two years later. By the early 21st century, Nike had retail
outlets and distributors in more than 170 countries, and its logo—a curved check mark called the
“swoosh”—was recognized throughout the world.

From the late 1980s Nike steadily expanded its business and diversified its product line through
numerous acquisitions, including the shoe companies Cole Haan (1988; sold in 2012) and
Converse, Inc. (2003), the sports-equipment producer Canstar Sports, Inc. (1994; later called Bauer
and sold in 2008), and the athletic apparel and equipment company Umbro (2008; sold in 2012). In
1996 the company created Nike ACG (“all-conditions gear”), which markets products for extreme
sports such as snowboarding and mountain biking. In the early 21st century Nike began selling
sports-technology accessories, including portable heart-rate monitors and high-altitude wrist
compasses.

Part of Nike’s success is owed to endorsements by such athletes as Michael Jordan, Mia
Hamm, Roger Federer, and Tiger Woods. The NikeTown chain stores, the first of which opened in
1990, pay tribute to these and other company spokespersons while offering consumers a full range
of Nike products. In the 1990s the company’s image briefly suffered from revelations about poor
working conditions in its overseas factories.

Nike has acquired and sold several apparel and footwear companies over the course of its history.
Its first acquisition was the upscale footwear company Cole Haan in 1988,[38] followed by the
purchase of Bauer Hockey in 1994.[39] In 2002, Nike bought surf apparel company Hurley
International from founder Bob Hurley.[40] In 2003, Nike paid US$309 million to acquire sneaker
company Converse. The company acquired Starter in 2004] and soccer uniform maker Umbro in
2007.

Strength Overview
Both Nike and Adidas are two of the largest sportswear companies in the world, and they both have
their own unique strengths and weaknesses. Here are some of Nike's strengths compared to Adidas:

 Brand Image: Nike is one of the most recognizable and iconic brands in the world. Its
"swoosh" logo is instantly recognizable and is synonymous with quality, innovation, and
performance. Nike has a strong brand image, and it has consistently invested in marketing
and advertising to maintain its position as a leader in the sportswear industry.

 Innovation: Nike is known for its innovative product designs and technology, and it has
consistently pushed the boundaries in terms of materials, design, and performance. Nike's
research and development department is one of the best in the industry, and the company
has consistently introduced new and exciting products that have helped it stay ahead of its
competitors.

 Focus on Performance: Nike's focus has always been on performance, and it has
consistently produced products that cater to athletes and sports enthusiasts. Nike's products
are designed to enhance performance and provide maximum comfort, and this has helped
the company establish a loyal customer base.

 Strong Retail Presence: Nike has a strong retail presence, and it has consistently invested in
its distribution channels. The company has a large number of retail stores, both online and
offline, and this has helped it establish a strong connection with its customers.

 Successful Endorsements: Nike has a history of successful endorsements, and it has

partnered with some of the biggest names in sports and entertainment. This has helped the
company build a strong brand image and establish a connection with its customers.

Overall, Nike's strengths lie in its brand image, innovation, focus on performance, retail presence,
and successful endorsements. These factors have helped the company establish a strong position in
the sportswear industry and stay ahead of its competitors.

some general information about factors that may affect the

performance of companies like Nike.
Some potential factors that could affect Nike's performance include changes in consumer
preferences, economic conditions, competition from other companies, supply chain disruptions, and
issues related to labor practices or social responsibility. Nike has also faced criticism in the past
over issues such as labor conditions in factories that produce their products and marketing
campaigns that have been seen as insensitive or controversial.

It's worth noting that despite these challenges, Nike has remained a successful and popular brand,
and they have made efforts to address some of the criticisms they have faced. As with any
company, there are likely to be both strengths and weaknesses that affect their performance over
time.

PUMA
Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated
until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both
companies are currently based in Herzogenaurach, Germany. Puma is known for its football shoes
and has sponsored acclaimed footballers, including Pele, Eusebio, Johan Cruijff, Enzo Francescoli,
Diego Maradona, Lothar Matthaus, Kenny Dalglish. The company offers lines of shoes and sports
clothing designed by Lamine Kouyate, Amy Garbers, and others. Since 1996 Puma has intensified
its activities in the United States. Puma owns 25% of American brand sports clothing maker Logo
Athletic, which is licensed by American professional basketball and association football leagues.
Since 2007 Puma SE has been part of the French luxury group PPR.

Outstanding performances of PUMA athletes and teams have strongly influenced international
sports through innovative PUMA products and creative marketing initiatives for more than 60
years. Milestones in PUMA’s sports history were the development of the first football boot with
screw-in studs in 1952 by the company’s founder Rudolf Dassler, the legendary “two-stripe” jersey
of Johan Cruyff at the world championship in 1974, the PUMA contact lenses of Linford Christie in
1996, the skin-tight Catsuit tennis dress of Serena Williams at the US Open 2002, the revolutionary
one-piece Cameroon football shirt in 2004, the Italian national team winning the Football World
Cup in 2006, Ferrari with its seven-times world champion, most successful Formula 1 pilot and
PUMA partner Michael Schumacher, who dominated the sports for years, the world records of
sprint hero Usain Bolt as well as the Volvo Ocean Race, “the Everest of Sailing” that PUMA’s eye-
catching sailing yacht il mostro finished in second place in 2009. Through creativity and innovative
products PUMA has always set standards in sports and style. Partnerships with federations such as
Jamaica, Italy and in Africa provided the brand with the opportunity to lead the way in creative and
innovative global sports marketing. PUMA was not only able to strengthen its positioning as a
sports lifestyle brand, but created a whole new market by establishing the segment sports lifestyle.
 Strenght overview
Both Puma and Adidas are well-known athletic apparel brands that offer a wide range of products
including footwear, clothing, and accessories. While there are certainly areas in which each brand
excels, it's difficult to say definitively which company is stronger overall. However, here are a few
potential areas where Puma may have an advantage over Adidas:

 Lifestyle Appeal: Puma has made a strong push in recent years to appeal to consumers
outside of the athletic market, with collaborations with high-end fashion brands like
Balmain and collections designed by popular artists like Rihanna. While Adidas has
certainly collaborated with some notable figures as well, Puma's efforts in this area may
give it an edge in terms of overall brand appeal.

 Soccer: While Adidas is often seen as the dominant player in the soccer market, Puma has a
strong presence as well, with sponsorships of high-profile teams like Manchester City and
AC Milan. Puma has also signed endorsement deals with several notable players, including
Sergio Agüero, Antoine Griezmann, and Luis Suárez.

 Sustainability: Puma has made significant efforts in recent years to improve its
sustainability practices, including the use of recycled materials in its products and reducing
its carbon emissions. While Adidas has also made sustainability a priority, Puma's efforts in
this area may give it an advantage for consumers who prioritize environmentally-friendly
products.

Overall, it's important to note that both Puma and Adidas are successful and well-respected
companies in the athletic apparel industry, and both have their own unique strengths and
weaknesses.
 here are some possible weaknesses of Puma compared to
Adidas:

 Market share: Adidas is the second-largest sportswear brand in the world, behind Nike.
Puma, on the other hand, has a smaller market share and is considered a mid-tier sportswear
brand.

 Revenue: Adidas has a significantly larger revenue than Puma. In 2020, Adidas generated
€19.84 billion in revenue, while Puma's revenue was €5.2 billion.

 Product range: Adidas has a wider product range, including apparel, footwear, and
accessories for a variety of sports, while Puma's product range is more limited.

 Innovation: Adidas has a reputation for being innovative and pushing the boundaries of
sportswear technology. Puma, on the other hand, has been criticized for not being as
innovative as its competitors.

 Celebrity endorsements: Adidas has secured partnerships with high-profile athletes and
celebrities, such as Lionel Messi, Beyoncé, and Kanye West, which has helped to raise the
brand's profile. While Puma also has celebrity endorsements, they may not be as high-
profile as Adidas'.

It's important to note that these are general observations and may not apply to every aspect of the
companies.
 Company Profile in a Glimpse

COMPANY NAME ADIDAS NIKE PUMA

Type Public Public Public

Founded 1924 1964 1948

Founders Adolf Dassler William J. “Bill Bowerman, Rudolf Dassler

Philip H. Knight

Headquarters Herzogenaurauch, Washington County, US Herzogenaurach, Germany

Germany

Area served Worldwide Worldwide Worldwide

Key People Kasper Rørsted John Donahoe (President Bjørn Gulden (CEO)
(CEO) &CEO)

Products Footwear, Sportswear, Athletic shoes, Apparel, Footwear, apparel, and

Sports equipment, Sports equipment, accessories
Toiletries etc. Accessories

Logo

Website adidas-group.com nike.com Puma.com

 BCG Matrix of the Company

Adidas
Adidas is one of the biggest names in the sports industry, and diversified itself in apparels and
footwear. It employs over 53,731 people across 160 countries, which produce over 660 million
units of products annually, and generate the sales of around €14.5 billion (2014 figures). Such
figures can clearly determine the success level and complexities of the Adidas Groups. Still, they
are successful I n keeping the things, lean, fast and simple. Adidas is the famous sportswear
manufacturer across Europe, and successful in positioning itself in the minds of consumers to such
an extent that everyone can easily recognize the brand by its logo. It has segmented itself on the
basis of psychographic, behavioral and demographic factors. The Adidas Group owns four strong
brands portfolios- Adidas, Rockport, Reebok, and Taylor made. This is mainly done to target the
different segments of consumers. Its differentiated targeting strategy for targeting the youth, adults
and kids along with athletes, who possess the passion for the sports and fitness is quite successful.
However, mainly it targets the customers of 13-40 years, but the majority of the consumers lie
between 15-30 years, who belongs to luxury class or upper-middle class (Adidas, 2018). Here is the
BCG matrix of the Adidas, which helps in determining the company’s strategic position.

 Cash Cows
These products have high market share but low market growth, which means they
are generating the profit through sales in the current market, but does not possess the
potential of more growth and expansion in the market. For Adidas, its clothing and apparels
are the cash cow items, and it is necessary for the Adidas to consider this point, and position
itself well in customers mind by targeting different geographic markets.

 Stars
The products which have high market share and high level of market growth fall in
this category. Products are wisely categorized for this, as these items are mainly bringing
the larger portion of profit in the company, but it is necessary for the company to reinvest in
this category, and try to bring more innovations and creativity for retaining the position. For
the Adidas group, it’s sports shoes as they are the star products of Adidas despite of the
tough competition they are facing in the fitness and sports industry. The competitors like
 Nike and Puma are also fighting for the large portion of the market share, are the biggest
fear of the Adidas Group.

 Dogs
These are the items with low market share and market growth, and mostly stand at
the breakeven point. Hats and sunglasses of Adidas are categorized in this, because these
are the less selling items of the company, and many people are not interested in spending
their money in it, as they have better options in this category. Adidas is not successful in
beating the competition in this range, and still struggling hard to survive in this category.

 Question Marks
The products categorize in this, are with low market share but high market growth,
which means if companies will pay more strategic attention to them, they might bring the
large volume of sales for the company, and generate more profit. Hats and eyewear are the
question marks for Adidas, as both have very low market shares but still possess the
potential of growing more in the competitive market. Adidas needs to revise its strategies
for turning the potential into the benefits for the strategic objective of the Group. In the
product category, its Sports equipment are the question mark and it need to pay attention to
this domain.
 Latest Product, expansion and withdrawal of the companies

Adidas
Latest Products
Adidas is a very successful company and it has a large fan base. The company launches new
products in every sector whether it be of footwear, apparel, or any accessory and gears. The star
products of adidas are specially the footwear sector, so the new footwears launched by the Adidas
are:

Adilette Pride Slides. Men originals.

Forum Low Shoes. Men originals.

Stan Smith Parley Shoes. Men originals.

Superstar Shoes. Men originals.

Superstar Pride Shoes. Men originals.

Superstar Pride Shoes. Men Originals.

Forum Low Shoes. Men Originals.

Adilette Pride Slides. Men Originals.

Superstar Shoes. Men Originals.

Forum Low Shoes. Men Originals.

OZWEEGO Shoes.

Oznova Shoes.

Rich Mnisi Adilette Slides.

Expansion

ADIDAS ORIGINALS ANNOUNCES ENTRY INTO THE METAVERSE

Adidas Originals is jumping into the metaverse. The brand’s entry arrives as part of a partnership
with Bored Ape Yacht Club, Pixel Vault’s Punks Comic and crypto investor Gmoney.

The company made the announcement on Twitter with a video featuring the three collaborators
alongside its iconic Trefoil logo. “Today we leap into the metaverse… It’s time to enter a world of
limitless possibilities,” it wrote. In addition to the news, the sportswear giant changed its Twitter
profile picture to a Bored Ape cartoon character wearing an adidas track jacket branded with
Punks Comic and Gmoney’s logos.

“This autumn, adidas, known for celebrating ideas at the bleeding edge of originality, is settling in
at the frontier of creativity: The Metaverse,” the brand shared in a statement. “Our goal there? To
see every one of its inhabitants thrive. The Metaverse is where anyone can express their most
original ideas and be their most authentic selves, in whatever form they might take. And thanks to
the blockchain [and NFTs], those pioneers can own a piece of what they create.”
Created with NFT pioneers Bored Ape Yacht Club, gmoney, and the team behind PUNKS Comic,
the NFT will provide access to virtual wearables for the blockchain-based gaming world, The
Sandbox, plus physical products as well. adidas has also purchased a Bored Ape Yacht Club NFT
named Indigo Herz.

adidas Confirmed members were given the chance to redeem a POAP (Proof of Attendance
Protocol) NFT status badge a few weeks ago which commemorated their presence at the start of
adidas’ Metaverse journey.

The four-way collaboration was then celebrated in both digital and physical versions of PUNKS
Comic Issue 2, featuring Indigo Herz, gmoney, and CryptoPunk Courtney styled in the collection;
all available physically to owners of the NFT.

“As part of our ambition to celebrate ideas that are defining a new age of originality, we’ve landed
at the forefront of creativity, which is the open Metaverse,” said Vice President of adidas
Originals Marketing and Communications Erika Wykes-Sneyd.

“It’s a natural place for adidas Originals to enter: a wild world where possibilities are truly
limitless and where anyone can express and be rewarded for their most original ideas.”

The NFTs are on sale on December 17th at adidas.com/metaverse and will cost 0.2 ETH. Digital
and physical wearables will be available for Into the Metaverse NFT owners in 2022.
 Withdrawal

Adidas withdraws shoes with shackles

Adidas has cancelled plans for a training shoe with a shackle-like ankle cuff after critics said it
resembled a symbol of slavery.

The JS Roundhouse Mid, a hi-top shoe with an orange plastic cuff, was made in collaboration with
the fashion designer Jeremy Scott.

The shoe "is nothing more than the designer Jeremy Scott's outrageous and unique take on fashion
and has nothing to do with slavery", Adidas said in a statement.
"Since the shoe debuted on our Facebook page ahead of its market release in August, Adidas has
received both favourable and critical feedback. We apologise if people are offended by the design
and we are withdrawing our plans to make them available in the marketplace."

Career opportunities in Company

Adidas
Adidas is an MNC which operates in nearly every major city in the world. There are offices,
outlets, centers etc. which require human capital. The company is doing well and because of that a
lot of opportunities is open for everyone. Some of the job opportunities are:

Sales Executive
A. Assists customers in the selection of adidas merchandise, while providing information
about the product, materials, technology, and functionality.

B. Ensures adidas’ customer service standards are upheld by listening to customer’s wants
and needs, and providing product information when required.

C. Drive and close sales by utilizing adidas’ selling techniques and the in-store AOS system
 (where available).

D. Completes customer sales transactions (cash, credit, debit, etc.).

E. Maintains store appearance, assists in processing and replenishing merchandise and assist
with customer service inquiries.

F. Other duties as required by store management.

Service Manager Role:

The Service Manager role includes the following tasks:

A. Defining and managing service level agreements with customers.

B. Managing external service providers.

C. Assigning tasks to technicians throughout each work day that are based on SLAs, technician
availability, and the technician’s skills.

D. Reviewing both tactical and longer-term metrics for their team and handling performance
that is outside of the defined thresholds.

Senior Software Engineer:

A. Develop software solutions by studying information needs; conferring with users; studying
systems flow, data usage and work processes; investigating problem areas; following the
software development lifecycle.

B. Determine operational feasibility by evaluating analysis, problem definition, requirements,

solution development and proposed solutions.
 C. Document and demonstrate solutions by developing documentation, flowcharts, layouts,
diagrams, charts, code comments and clear code.

D. Prepare and install solutions by determining and designing system specifications,

standards and programming.

E. Improve operations by conducting systems analysis; recommending changes in policies

and procedures.

These are some of the job/career opportunities that are provided by Adidas.

Learnings From The Project

On the completion of my project report, I am now able to understand more about the financial
analysis of the companies and have a better knowledge about the welldoings of the company. I am
now more aware of the company growth and how they try to achieve their target by completing
small tasks. Each and every company have their own strength and weakness and they are trying
various methods to overcome the weakness. I was also able to observe the pattern of consumers
according to their need by the change of the environment, season, situation or due to inflation. I
was also able to differentiate between the companies and how they tackle each other in this
competitive market. The behavior of the market was unpredictable as the market changes with a
slight change of the factor such as price reduction of the competitor’s product, change in taste and
preference, change in style or any other things.
 CONCLUSION

The analysis of Adidas, a global leader in the footwear industry, has provided
valuable insights into various aspects of the brand's operations, market positioning,
and future prospects. Through a thorough examination of its product portfolio,
technological innovations, market trends, competition, consumer preferences, global
expansion efforts, brand image, and retail strategies, several key findings have
emerged.

Firstly, Adidas' commitment to innovation and product excellence is evident through

its diverse range of footwear offerings, featuring cutting-edge technologies such as
Boost cushioning and Primeknit uppers. These innovations not only enhance
performance but also contribute to the brand's competitive advantage in a crowded
marketplace.

Secondly, Adidas operates in a dynamic market environment characterized by

evolving consumer preferences, technological advancements, and shifting trends
such as athleisure and sustainability. By staying attuned to these trends and
leveraging its brand strength, Adidas can continue to capture market opportunities
and maintain relevance among its target audience.

Thirdly, while Adidas faces intense competition from rivals like Nike and Under
Armour, its strong brand image, strategic partnerships, and marketing prowess have
enabled it to carve out a distinct position in the market. Leveraging its brand
ambassadors, collaborations, and digital marketing initiatives, Adidas can effectively
engage consumers and drive brand loyalty.

Furthermore, Adidas' global expansion efforts, particularly in emerging markets,

offer significant growth opportunities, provided the brand can adapt its strategies to
local preferences and market conditions. By optimizing its retail and e-commerce
presence and tailoring product offerings to diverse consumer segments, Adidas can
capitalize on untapped markets and strengthen its global footprint.

In conclusion, Adidas' success hinges on its ability to innovate, adapt, and connect
with consumers in an ever-changing landscape. By continuing to invest in product
development, marketing strategies, and expansion initiatives while staying true to its
core values of performance, style, and sustainability, Adidas is well-positioned to
maintain its leadership in the footwear industry and drive sustainable growth in the
years to come.
 References

https://www.adidas.com/us

https://www.slideshare.net/saeedbagha/bcg-matrix-64686190,

https://www.marketing91.com/marketing-strategy-of-adidas/

http://sites.cdnis.edu.hk/students/084192/?p=389

https://www.marketing91.com/marketing-strategy-nike/

https://www.scribd.com/doc/62268255/BCG-Matrix-ofNike

https://www.nike.com/in/en_gb/?ref=https%253A%252F%252Fwww.google.com%252F,

https://iknowfirst.com/rsar-nike-stock-forecast-bcg-matrix-swot-indicate-long-term-value

https://graduateway.com/brand-comparison/
https://idoc.pub/documents/a-report-on-brand-personality-of-nike-and-adidas-134wzq8rgj47
https://www.adidas-group.com/media/filer_public/16/07/16073032-27fd-418f-84a8-
f8217ec6ef90/adidas_ag_jahresabschluss_2021_en.pdf
https://idoc.pub/documents/a-report-on-brand-personality-of-nike-and-adidas-134wzq8rgj47
https://graduateway.com/brand-comparison/
https://www.britannica.com/topic/Nike-Inc
https://irbib.com/listing/nike/
https://educheer.com/essays/shoe-and-puma/
http://fashiongear.fibre2fashion.com/brand-story/puma/marketing-strategies.asp
https://graduateway.com/marketing-strategies-of-puma/
https://bcgmatrixanalysis.com/bcg-matrix-of-adidas/
https://bcgmatrixanalysis.com/bcg-matrix-of-nike/
https://www.ipl.org/essay/Bcg-Analysis-Of-Puma-FCAHB9SYNR
https://embapro.com/frontpage/bcgcoanalysis/30845-nike
https://hypebae.com/2021/12/adidas-originals-metaverse-expansion-nft-cryptocurrency-teaser-info

https://globalmarketingprofessor.com/nikes-global-expansion/

https://about.puma.com/en/innovation/innovation-landmarks

OBJECTIVES

Objectives of General Interest

ECA & GI stands for Extra Curricular Activities and General Interest, which is designed to
appraise the potential of students. It intends to develop the students in every facet and will groom
his/her personality for the competitive world.

This will include all the Academic and Non-Academic Competitions Intra & Inter-College levels in
which a student has to actively participate. Students have to participate and give a detailed
presentation regarding the Extra Curricular Activities done by them. They will be evaluated on the
basis of their Participation and
Presentation of Report submitted. The students who have not participated in any of the activities of
ECA & GI will have to undergo 20 hours of assigned Live Project/ NGO Project and submit the
same to the faculty-in-charge
 Table of Content for General Interest

CHAPTER
TITLE PAGE NO.
NO.
I Identification of area of improvement for good
business / entrepreneurship/ good employee/
Personal and professional development
II Action plan for improvement
 Strength

 Focused:
The task/work assigned is my priority as I try to complete it as soon as possible so I can
focus on my next task .

 Determined:
If I accept a task/work assigned to me, then I have firm determination to complete it
as I hate to lose the trust of people.

 Confident:
I am confident in my nature and my ability to do the job. I never go back on my
words and if am mistaken, then I don’t try to hide it, I rather accept it as I understand that
we all are human being and are trying to make our best self.

 Problem Solving:
I have a nature of taking the problems head on and not to give up. Even if I am not
able to solve the problem, I try to look closest answer/situation which can help me to
understand it better.

 Collaboration:
I have collaborated in many social events in my school, college and even some fest
and was able to learn a lot of new things through this.

 Leadership skills:
I have been trying to improve my leadership skills from high school and I am still
learning new things so that I can have a good leadership quality whenever needed and
doesn’t have to waste time.
 Weakness
 Unhealthy routine.
 Lack of time management.
 Lazy.
 Focusing on small details.
 Waste a lot of time on social media.

Action plan for improvement

 Try to wake up on my first set alarm every day.
 I try to stay on track of time and complete my goals for the day.
 I do not charge my phone more than once until I have to go somewhere out due to some
work and try to complete my day in one charge.
 I will try to wake up early in the morning and focus more on my fitness and have an early
start of my day.