Adidas

Maria Camila Betancur

Camilo Chica
Daniela Jimenez
 HISTORY
The Adidas story began during the 1920s, in the kitchen of Adolf Dassler's mother, where he
created the first sports shoes. Together with his brother, Rudi Dassler, they founded the
company Gebrüder Dassler Schuhfabrik, but it was not until 1949 when Adi, as they called him,
founded his company alone and thus Adi Dassler adidas Sportschuhfabrik was born.
Throughout his life, Adi designed sports shoes to help athletes with the performance of the sport
they practiced, an example of this were the shoes designed for the German team that they wore
in the 1954 World Cup final against Hungary.
In the late 1980s and early 1990s the company suffered some setbacks, as in 1978 Adi Dassler
died and in 1987 Horst, the son of the founder of adidas, died suddenly. During 1993 Robert
Louis-Dreyfus took over the company and started a new era.
 IDENTIFY
Adidas corporate identity has been built on Adi Dassler's passion for sports and his desire to
help athletes perform better on the sports field to which they belong.

Dassler tried to always live with the athletes to know their concerns, an example of this was
his relationship with the Olympic medalist Jesse Owens during his career in 1936.
 LOGO
Three stripes are the symbolic main axis of the
brand and appeared since Adi created the first
shoes of the brand in 1949. The graphic
identity of the firm is completed by the name,
which is formed from the diminutive of the
name Adolf and part of the Dassler surname
adidas, always in lowercase.
Currently, adidas is a group, so it manages a
family of specific logos for each brand, and
corporately identifies itself visually only as
adidas, without the stripes.
 COLOR PALETTE
Basically adidas only handles two two corporate
colors: white and black. Regularly black is for the
typography of the name, only in some cases is
inverted and white is used. But there is a third color
that is blue (Pantone Blue 300), which is only used to
identify the adidas Originals brand.
 VISUAL IMAGINARY
The main adidas brand has several stores around the world and in them are the main visual
distinctive features of the German sports brand. The furniture of the stores is black and
generally the three stripes go from the bottom of the establishment to the entrance, where the
logo is located.
 IMPORTANT
Adidas is aimed at all types of public. Its characteristics are adapted to all kinds of tastes,
prices and comfort for the consumer, which will allow it to satisfy its tastes and needs when
choosing.
All the people who buy the product of this brand are because they are totally convinced that
the company transmits quality and satisfaction, although its prices are not low, this gives it
added value in the market and will allow it to compete forcefully against the other brands.
MARKETING
MIX
 PRICE
The prices of the Adidas brand are
considered to be the right ones, although
many of its prices are excessive,
according to the quality that the company
wants to transmit. Adidas seeks total
customer satisfaction in order to build
brand loyalty and grow worldwide.
PRODUCT
Since 1970, Adidas has been the official sponsor,
supplier and holder of the Soccer World Cup. In this
event, Adidas is in charge of providing the soccer balls
and the clothing of the referees, assistant referees, and
ball boys. On January 19, 2005, the Adidas Group
announced an extension of the partnership between the
Textile Company and FIFA, winning the rights to the
2010 and 2014 event. Adidas is the sponsor of several
clubs, national teams and many players from across the
world managing to sign multiple millionaire contracts.
 PLACE
This aspect basically refers to the product
being accessible. Adidas does this through
three channels: Traditional distribution
customers (Corte Inglés, Intersport,), its own
store spaces and its own stores. In this
market, the price is used to attract the client
or possible consumer, which causes a pitched
price war. Adidas is looking for
differentiation, each product in the right
place. The points of sale are essential, since it
is there where customers make 50% of
purchase decisions.
 PROMOTION
Another of the main functions of a sports brand is
to have a lot of advertising and promotion, many
brands are characterized by being sponsored by
various athletes with whom they are associated
with the brand and as an image of it, also in this
section there is a strong competition, since the
famous athlete who does not wear Adidas does it
with Nike, both athletes and complete teams,
these brands are in all kinds of sports that a person
can imagine and that this sport can be sponsored,
we can define it as alliances with teams of
football, both paying for sponsorship and
equipment supplies.