Objectives:-

• To know about the company’s profile.

• To analyse its branding process.

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• To

Impossible Is Nothing
 PRESENTATION
OVERVIEW
Introduction​

Identity or Logo​

Financial Position and Market Share​

Products

Marketing Strategy

SWOT Analysis

CSR Initiatives

Sponsorships

Mission and Vision

Summary

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 The company was started in Germany in 1924 by the two brothers namely
Adolf and Rudolf Dassler. At first, they named the brand "Dassler Shoes"
INTRODUCTI and started getting popular afterwards. In 1948, Rudolf decided to begin

ON its own company named Puma. That's when Adolf came up with the three
stripes and changed his company's name to Adidas in 1949 whereby the
word Adidas is from his nickname ‘Adi’ and 'Das' from Dassler. Adidas
started running their business from being a sales and manufacturing
company to a marketing company. Adidas has many branches all around
the world, one of them is based in Malaysia, with the head office in
Petaling Jaya. It operates in the Wholesale Trade sector. The enterprise
was formed into a legal corporation on October 18, 1994. In 1996, Adidas
was growing rapidly. A total of 6,000 sponsored Olympic athletes from 33
countries have won 220 medals, with 70 gold medals. The sales were
abruptly rising by 50%. The company has been increasing to maximum
popularity with its trendy and comfortable manufacturing as well as
strategic social media marketing. In 2015, Adidas Originals has been
popular and most-like among Instagram accounts, and their
collaboration with celebrities like Kanye West has caught more eyes than
ever.

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 3 Stripes mark:-
IDENTITY • Created in 1949 by Adolf Dassler.
OR LOGO • The brand with 3 stripes.

Trefoil:-
• Introduced in 1971.
• Represents the diversity of adidas brand
• Now used for Adidas original collection.

3 Bars:-
• Designed by Peter Moore in 1997.
• Shape formed by the bars represents a mountain,
indicating challenges to be faced and goals to be
achieved.
FINANCIAL POSITION

Sales : €15,900 million

Net Income : €791 million
EPS : €3.78 ( ₹321.02 )
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MARKET SHARE

16%

Reebok Puma

46%
Nike Adidas
21%

Other Brands

11%
6%

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 PRODUCTS

F O O T W E A R​ C L O T H I N G​ S P O RT I N G G O O D S​ A C C E S S O R I E S​

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 MARKETING
B r a n d A m b a s s a d o r s a n d S p oSTRATEGIES
nsorships : Adidas has a long history of partnering with athletes and
celebrities as brand ambassadors. These partnerships help in associating the brand with top performers
i n s p o r t s a n d e n t e r t a i n m e n t . N o t a b l e e x a m p l e s i n c l u d e L i o n e l M e s s i , J a m e s H a r d e n , B e yo n c é , a n d
K a nye we s t . A d d i t i o n a l l y, A d i d a s s p o n s o r s m a j o r s p o r t s t e a m s a n d e v e n t s g l o b a l l y, i n c r e a s i n g b r a n d
v i s i b i l i t y.

Digital Marketing and Social Media : Adidas leverages digital platforms and social media extensively to
engage with its audience. It creates compelling content , including videos, campaigns, and interactive
e x p e r i e n c e s , t o c o n n e c t w i t h c o n s u m e r s a n d b u i l d b r a n d l o y a l t y. S o c i a l m e d i a p l a t f o r m s l i k e I n s t a g r a m ,
Tw i t t e r, a n d Fa c e b o o k a r e u s e d t o s h o w c a s e n e w p r o d u c t s , c o l l a b o r a t i o n s .

Collaborations and Limited Editions : Adidas frequently collaborates with fashion designers, artists,
and other brands to create limited edition collections. These collaborations generate buzz and
e xc i t e m e n t a m o n g c o n s u m e r s , d r i v i n g b o t h b r a n d a w a r e n e s s a n d s a l e s . E x a m p l e s i n c l u d e p a r t n e r s h i p s
with designers like Stella McCartney and brands like LEGO and Disney .

Pe r s o n a l i z a t i o n a n d C u s t o m i z a t i o n : A d i d a s o f f e r s p e r s o n a l i z e d s h o p p i n g e x p e r i e n c e s t h r o u g h i t s
website and stores, allowing customers to customize products like shoes with their own designs, colors,
and materials. This customization option enhances customer engagement and satisfaction.

S u s t a i n a b i l i t y I n i t i a t ive s : A d i d a s h a s i n c r e a s i n g l y f o c u s e d o n s u s t a i n a b i l i t y i n i t s m a r k e t i n g e f f o r t s .
The brand communicates its commitment to environmental and social responsibility through campaigns
h i g h l i g h t i n g e c o - f r i e n d ly m a t e r i a l s , r e c yc l i n g p r o g r a m s , a n d e f f o r t s t o r e d u c e i t s c a r b o n f o o t p r i n t .
T h i s r e s o n a t e s w i t h c o n s u m e r s w h o p r i o r i t i z e s u s t a i n a b i l i t y.

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 SWOT ANALYSIS
S T RE N G TH S​
1.Adidas company has a long heritage and
high brand value since 1924.
2.Adidas sponsors major sporting events
including Olympics and major sportsmen
and teams.
3.The company has worldwide presence
and is internationally recognized.
WEAKNESSES
1.The products by Adidas can sometimes
be costly due to innovative technology or
production method.
2.Stiff competition and similar big brands
means customers have high brand
switching.

4.Adidas has a very diversified product

portfolio ranging from sports shoes,
equipments to clothing and accessories.

5.Strong and innovative marketing since

years have created a strong brand
retention of Adidas in the minds of
customers.
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 O P P O RT U N I T I E S
1.To keep up with the competition, Adidas
generates close to 60 new foot-friendly
designs each year.
2.The company can venture into making
more stylish designs and cuts.
3.Tie-up with emerging sports
teams/clubs/players internationally can
boost Adidas's brand presence.
4.Brand building by setting up sponsored
sports academies.
5.Adidas should focus on budget range
designed specially for college students,
young professionals.
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T H R E AT S
1.Other brands offering more styles and
varieties, thus more competition.
2.Threat from other competitive brand who
produce sports equipment and accessories
at a lesser cost.
3.Pirated or fake imitations affect brand
image of Adidas.
4.Local brands in individual countries lead
to more competition to Adidas.
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 CSR
INITIATIVES
Sustainable materials : Adidas is dedicated to sourcing sustainable materials for its products. This
i n c l u d e s u s i n g r e c yc l e d p o lye s t e r, o r g a n i c c o t t o n , a n d o t h e r e c o - f r i e n d ly m a t e r i a l s t o r e d u c e
environmental impact and promote responsible consumption.

Fa i r L a b o r P r a c t i c e s : A d i d a s u p h o l d s f a i r l a b o r p r a c t i c e s a n d h u m a n r i g h t s s t a n d a r d s i n i t s s u p p l y
c h a i n . I t c o l l a b o r a t e s w i t h s u p p l i e r s t o e n s u r e s a f e wo r k i n g c o n d i t i o n s , f a i r w a g e s , a n d c o m p l i a n c e
w i t h l a b o r r e g u l a t i o n s . T h e c o m p a n y a l s o s u p p o r t s i n i t i a t i v e s l i k e t h e Fa i r L a b o r A s s o c i a t i o n ( F L A ) t o
p r o m o t e t r a n s p a r e n c y a n d a c c o u n t a b i l i t y i n t h e a p p a r e l i n d u s t r y.

E m p o we r i n g C o m m u n i t i e s : T h i s i n c l u d e s i n i t i a t i v e s t o s u p p o r t e d u c a t i o n , h e a l t h , a n d yo u t h
development in underserved communities around the world. The company also partners with non-profit
organizations to address social challenges and promote positive change.

D ive r s i t y a n d i n c l u s i o n : a d i d a s i s c o m m i t t e d t o f o s t e r i n g a d i v e r s e a n d i n c l u s i v e w o r k p l a c e c u l t u r e . I t
p r o m o t e s d ive r s i t y a t a l l l e ve l s o f t h e o r g a n i z a t i o n a n d a dvo c a t e s f o r e q u a l i t y a n d i n c l u s i o n i n t h e
communities where it operates. The company's initiatives aim to create opportunities for
u n d e r r e p r e s e n t e d g r o u p s a n d p r o m o t e d i v e r s i t y i n s p o r t s a n d s o c i e t y.

Tr a n s p a r e n c y a n d R e p o r t i n g : A d i d a s m a i n t a i n s t r a n s p a r e n c y i n i t s C S R e f f o r t s t h r o u g h r e g u l a r
reporting and communication with stakeholders . The company publishes annual sustainability reports
detailing its progress, challenges, and future goals in areas such as environmental stewardship, labor
rights, and community engagement.

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AT H L E T E
E N D O RS E ME N T
•Lionel Messi (Soccer)
•James Harden (Basketball)
•Damian Lillard (Basketball)
•Naomi Osaka (Tennis)
•Simona Halep (Tennis)
•Alexander Zverev (Tennis)
•Karim Benzema (Soccer)
•Paul Pogba (Soccer)
•Gareth Bale (Soccer)
•Mesut Özil (Soccer)
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SPONSORSHIPS
TEAM SPONSORSHIPS EVENT SPONSORSHIPS
•Real Madrid (Soccer) •Kanye West (Yeezy)
•Manchester United (Soccer) •Beyoncé (Ivy Park)
•Bayern Munich (Soccer) •Pharrell Williams (Pharrell x
Adidas)
•Juventus (Soccer)
•Stella McCartney (Adidas by Stella
•Chelsea FC (Soccer)
McCartney)
•AC Milan (Soccer)
•Los Angeles Lakers (Basketball)
•Brooklyn Nets (Basketball)
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 MISSION AND VISION
MISSION
The Adidas mission statement is "to be
the global leader in the sporting goods
industry with brands built on a passion
for sports and a sporting lifestyle. We
are committed to continuously
strengthening our brands and products
to improve our competitive position."
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VISION
The Adidas vision statement is "to be the
design leaders with a focus on getting the
best out of the athletes with performance
guaranteed products in the sports market
globally."
P R E S E N T AT I O N T I T L E 20XX
SUMMARY
Adidas, founded in 1949 by Adolf Dassler,
is a globally recognized leader in sports
apparel, footwear, and accessories. Known
for its iconic three-stripe logo and
commitment to innovation, Adidas caters
to athletes and sport enthusiasts across
various disciplines. The brand's success
stems from its focus on product quality,
style, and performance, as well as its
extensive sponsorship deals with top
athletes, teams, and events. Adidas also
prioritizes corporate social responsibility,
including sustainability efforts and ethical
business practices. With a strong global
presence and a dedication to staying at the
forefront of the industry, Adidas continues
to shape the world of sports fashion and
inspire athletes worldwide.​
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THANK YOU
Himanshu Bhatt​​

MBA-II

bhatthimanshu1508@gmail.com​

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