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Team Members

Kishore Gulhane ,Gaurav Patel ,Tushar Patil ,

Shravan Bhumkar
History of Adidas
Adidas Facts
President & CEO Erich Stamminger

Description At adidas, our organization is matched to the needs of sport-

oriented consumers. Our two-divisional set-up of Sport
Performance and Sport Style helps us to develop and market
innovative products, to best meet the needs of today’s
Within Sport Performance, clear focus lies on Running,
Football, Basketball and other global performance categories.
Sport Style, comprised of the previous Sport Heritage and
Sport Style divisions, is specifically targeting the lifestyle
Financials Adidas 2008
Net sales: €7,82 billion
Employees 23,202 at year end 2008
Own retail 792 Concept Stores (Sport Performance, Originals Stores)
381 Factory Outlets
Case Study Issues
Adidas is popular in Europe among soccer Negative image portrayed by poor
and athletic fans . working conditions in its overseas factories
Reebok appeals to US fans of basketball limited advertising in USA
and football. It has become the biggest rival The direct sale to consumers is creating
to the world leader NIKE. conflicts with its own resellers
They have has global presence.  No global advertising
Adidas focuses on performance Limited endorsement with athletes
development and technology development
while Reebok is purely sales driven
 Increasing demand in the industry for Economic downturn in North America
products available online and Asian Countries
Increase female participation in athletics Increase in the price of providing
E-commerce will reduce the cost of goods technological solutions (e-commerce)
sold thus improving the "bottom line" Strong competition from some of its
New technology and innovation to stay major challengers in all branches of the
on top of market need. business
Collaborate with other online retailers to Increase in the Price of Raw materials
offer Adidas products Nike's strong reputation in the footwear
Collaborate with local manufacturers and apparel industry
Sponsorship to local sports
Comparative analysis
Brand Equity endorsement focus strategy, The platforms, the
Model advertising, sponsorship programs endorsement focus strategy,
focusing on major global events, sports creating a dominant media
associations, and teams, and sub- presence, development of
brands. Flagship stores, NikeTown and

Brand Awarness Adidas focuses on sponsorship of teams Nike has their focus on
and events e.g. national teams and big individuals like M. Jordan and T.
sport events like the Olympic Games Woods and their success stories.
and different World Championship
TV and Media ads with personalities Billboards and Murals on
like Mohammad Ali communicating building with messages
adidas heritage of innovation n Tech. featuring Nike sponsored
athletes and not products.
Sports events like streetball challenge in Estb. Flag ship stores and Nike
europe. town shops nationally and

• Ads proclaiming Adidas heritage will be effective in building brand in United

states ?

• It shows brand’s deep historical reservoir of greatness, inspiration and

achievement and rekindle the indominatable spirit of a brand that earned its
special place in the world.
• It reflects itself as the true, legitimate global sports brand.
• It creates the attitude of winning in every athletes at every level.
• It creates one voice across the globe.
• It shows depth and breadth of the brand history.

• Asses the new “Impossible is nothing” advertising tagline. Do you think this
phrase will became part of popular culture the way Nike’s “JUST DO IT”
tagline has ?

• It creates the attitude that drives all athletes to overcome barriers and
surpass limits.
• The true athlete is not discouraged by the impossible, but is drawn to
it as a challenge, as a dare.
• The “impossible” theme tied in with historic adidas moments
involving Muhammad Ali,Jesse Owens and Nadia Comaneci, each of
whom managed to do the impossible.
• It echoed some of adidas’s own breakthrough accomplishments as a
pioneer in athletic equipment.

• It also resonated with the hungry spirit of every athlete, poor

amateur; every kid on a skateboard trying a move that had never
been done.
• “Impossible is nothing” is bascially the emotional idea that brought it
all together.
• It challenges everyone to dream about what they would like to
achieve and to believe that their dreams can be realized.
• --------------------------------
• It can be integrated with popular culture like Nike’s “Just do it”
because sponsoring sports stars(Muhammad Ali and his daughter
Laila) to express the corporate philosophy of grit, determination,
passion and humor, giving people more courage and psychological
comfort in face of economic crisis.

• With an initial Price tag of $250,the high-tech Adidas-1 is not targeted

at broad market. What role can the Adidas-1 play in the company’s
public relation plan?

Objective To build a solid brand image and promote brand value among its different
brand names and gain market share in existing and new markets and among
different consumer demographics.
Target Audience Professional athletes and Teams

Message World wide leader in innovation and Technology

shoes with microprocessors that adjust cushioning and support according to
terrain and playing conditions.
Allows athletes to monitor playing conditions along with body conditions.
Marketing To be official outfitter of the National Basketball Association (NBA) and other
prominent sports leagues.
Thank You…