ADIDAS

IMPOSSIBLE IS NOTHING
 INTRODUCTION
 Adidas is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that
designs and manufactures shoes, clothing and accessories.

 It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike.

 Adidas' revenue for 2018 was listed at €21.915 billion. Consequently, adidas continues to expect sales
growth of between 3% and 4% in the first half of 2019, followed by a sequential acceleration during the
second half of theast to increase to a level of around 52.0%
 The company was started by Adolf Dassler in his mother's house; he was joined by his elder brother 
Rudolf in 1924 under the name Dassler Brothers Shoe Factory.
 Dassler assisted in the development of spiked running shoes for multiple athletic events. To enhance
the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to
utilising canvas and rubber.
 Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 
1936 Summer Olympics.
 In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and
Rudolf established Puma, which became Adidas' business rival.
 CEO
Kasper Rorsted will join
the adidas Group as a
member of
the Executive Board on
August 1, 2016 in order to
ensure a smooth transition
at the helm of the Group
together with Herbert
Hainer.
“Dave Thomas, at adidas
 currently managing director
India, was promoted and
appointed managing director
emerging markets, effective
April 1st.”
 BRAND
AMBASSADOR

Rohit Sharma
ADIDAS LOGO
Logo #1: The Three Stripes
This logo does not have a specific look. The company simple placed
three black stripes on everything that they manufactured. Even this
early in their history, the company was known for this branding. The
owner of the company at the time liked to call his business “The three
stripe company”. Even as new logos took the place of the old ones, the
company would remain loyal to the three stripes look.
LOGO#2:The Trefoil
The trefoil was the second Adidas logo.This logo was chosen because
the company wanted a logo that represented the fact that their brand
was a lot larger and more diverse that it used to be while still keeping
the classic Adidas look.
This logo is still used on some of their products, particularly their line
of classic products. Most of their high-performance products have
moved on to a third and final logo.
LOGO#3:The Three Bars
This new logo is supposed to resemble a mountain, like it is
challenging the people who buy Adidas products to push themselves to
their limits. This latest logo appears on many pieces of sports
equipment and the new logo is still instantly and obviously “Adidas” to
anyone who sees it.
adidas Originals LXCON Overkill x adidas Consortium ZX 10,000C

adidas Running Ultra Boost 19 adidas Originals ZX 4000 4D

ADIDAS COMPETETIVE ADVANTAGE
ON A CLEAR MISSION
 There are times when companies don’t have a clear vision or a mission
they tend to drift apart. Thankfully that’s not the case with Adidas.
 Adidas wants to be the best sports company in the world. Best in the
products they design, the service they provide and the experience they
offer to their customers, partners, etc.
 Having a clear mission and a strong plan to make it happen is what is the
Adidas competitive advantage.
WITH A SOLID PLAN
A good mission and vision is nothing without a solid plan and this is where ‘Creating the
New’ comes in. It is not only the attitude that leads the company into the future, but it is also the
name of Adidas strategic business plan to accomplish the mission. “Creating the New” in
essence is what differentiates it from the rest and it Adidas competitive advantage.
To achieve this business strategy Adidas followed a plan that is based on three strategic choices:
•Speed – Keeping customers at heart of everything the company does, Adidas ensures that its
customers find their desired products where and when they want them.
•Cities – Owning to the target market of Adidas, the company zeroed down the six key cities in
which they want to over-proportionally grow share of mind, the share of market and share of the
trend: London, Los Angeles, New York, Paris, Shanghai, and Tokyo.
•Open Source – Collaboration and Innovation – This is a major leg which led to the success of
Adidas. Lets put a pin on this for now and we will discuss later how the company successfully
partnered with Athletes, partners to co-create the future of sports and sports culture.
 SEGMENTATION
• Demographic – Age 15-45 , Income – 10k-15k, Gender- both
male & Female , Social class- upper middle & upper class.
• Psychographic – Innovators , Goal Achievers, strivers, image
drivers , Passionate Hard workers.
•Behavioral– Cricketers, Gym regulars, Footballers , athletes,
free runners etc.
• Geographic- Urban & Semi-urban cities in India.
 TARGET MARKET
  Adidas target market is sports participants, including those at the
highest level of their sport, as well as non-athletes who are inspired
by or really love sports.
 Adidas target market falls within the 20- to a 29-year-old age
group who are athletes or are passionate about sports and this
segment is considered as the strongest consumer market. The
company is focused on targeting and strengthening its brand with
the next generation of athletes in the 14- to 19-year-old age group.
Adidas believes this target group is the most influential consumer
group in the world.
 MARKETING
STRATEGY
Innovation:
Adidas, ranked No. 3 in global sales in the Apparel/Accessories
category in Forbes World’s Largest Public Companies list, behind only
Christian Dior/LVMH and Nike, just announced that by 2024 it would
use only recycled plastics in all its shoes and clothing.
The strategy to move to use recycled plastics for their shoes and
clothing is because of the company’s vision to get rid of virgin
polyester overall by 2024.
This strategy is not just going to have an impact on Adidas but also
have profound implications in the overall fashion industry.
NEW STRATEGY:LIMITING SUPPLY
 Adidas is actually limiting the availability of popular shoes. 
 This kind of move, which has already worked well for Adidas in the past, has the
potential to help Adidas’ merchandise margins, which have already been significantly
expanding recently.
 As reported in the past earnings release, Adidas’ gross margin has increased by a few
hundred basis points, and the recent moves may indicate an attempt to push margins
even further if Adidas’ supply limitation strategy works.
 However, the decision to limit the supply of some sneakers may also be a proactive
move to avoid overexposure and excessive discounting of Adidas’ products.
 The number of discounts on Adidas products has increased recently, and the decision to
limit the supply of some key products may be a response to the growing pricing
pressures generated by excessive supply.
SOCIAL MEDIA

Social media has been the focus of attention for the brand when it
comes to interact and connect with the customers.
 Adidas has active Facebook and Youtube channels where it uploads
thousand of promotional videos for its products.
 On Twitter too, the brand has several accounts.The core focus of all
its marketing efforts is to bring energy to sports and help athletes
achieve.
 However, now that it has revamped its strategy and focused its efforts
on key areas, results have started coming in the form of financial
success. While this could mean an increased challenge for Nike.
 MARKETING MIX
PRODUCT :
 Adidas mainly offers sports shoes, apparels and accessories to its
customers. Adidas invests heavily in research and development so as
to come up with new innovations in their sports footwear category.
 Adidas has also partnered/collaborated with different celebrities and
have launched an exclusive and limited range of sportswear. Eg: 
Adidas Yeezy Boost, an exclusive line of sneakers gained huge
popularity among customers, was made in collaboration with
popular singer Kanye West and Adidas.
 Adidas focuses on design and technology for their products and
produces products which are futuristic and satisfies customers wants
and desires.
PRICE:
 The brand known for its quality and stylish products focuses on the Upper Middle
class as well as High-end customers has always used the Competitive and
Skimming pricing strategy. 
 For normal product launches, Adidas uses the competitive pricing strategy keeping
in mind the competitors like Nike, Puma, and Reebok.
 For new products, which are uniquely designed and technologically advanced as
compared to other competitive brands, Adidas uses Skimming Pricing strategy.
 High-Quality products do not come at a low price – This is the psychological
factor that Adidas plays at with its customers.
PROMOTION:
Impossible is Nothing
That’s the message that Adidas promotes through the promotions that the brand does. The
advertisements are high energy adverts that are aimed to bring in adrenaline rush in you and
promote the message to “Go for the Kill” and there is nothing that can stop you from achieving
what you want in life.
 
Adidas uses a proper mix of Online and Offline channels for its promotion.
Online Channels: Adidas has a massive Facebook, Instagram and Youtube followership and it
makes the best use of it for promoting its latest launches and giving product updates
Offline Channels: Adidas uses Television ads, Events sponsorships, OOH promotion to its best
to reach out to customers. The brand also has tie-ups with leading sports personalities to
promote their products.
PLACE:
 Adidas uses both Offline and Online channels for the promotion of its products.
 For Offline channels, Adidas uses its own dedicated Adidas outlets and Multi-brand
outlets for distributing their products.
 The company has set up different outlets and partnered with different multi-brand outlets
in different cities of the country to reach out to the mass audience.
 For Online channels,  Adidas uses e-commerce websites like Myntra.com, Flipkart.com,
Amazon.com etc to promote their products. Adidas is using these channels to sell their
new launches in footwear, sportswear etc.
ADIDAS SALES IN INDIA
The market leader a year
ago is relegated to the
second position. The 12%
growth rate is marginally
better than the average
projected growth for Indian
sportswear market, but not
good enough to match
Puma’s long strides.