Adidas AG

1
Adidas AG

• Presented by
• Aleksandar Blazhev
• Kalina Gyurova
• Geno Petrov

2
Company Background

• Founded by Adolf Dassler in the 1948
• At the 1972 Olympic game in Munich, every
  official wore Adidas
• 1980s Adidas was overtaken by Nike
• In 1993 Louis Dreyfus and several partners bought
  a controlling interest in Adidas AG

3
Company Background

• The company success was mainly due to
  advertising, especially in the USA
• In 1997, Adidas acquired the Salomon group
• In 2005 the company
• sold the Salomon
• business segment
• In 2006 Adidas AG acquired Reebok International
  Ltd.

4
The Story of the Logo

• The 3-Stripes mark the essential Adidas symbol
• The Trefoil a symbol of leisure and apparel

5
The Story of the Logo

• The 3 Bars an integrated corporate design
• The new corporate logo of the Adidas Group

6
Major Strategies

• Match ball supplier for every FIFA World Cup
• Sponsoring top football clubs
• Official Supplier and Licensee for UEFA
  Championships
• Equipment for outstanding players
• Representing athletes at Olympic Summer and
  Winter Games
• Sponsoring other events

7
Marketing Strategies in Europe

• Adaptation due to cultural differences
• - Commercials
• - Messages
• - People Emil Zatopek
• Creating a new sport
• Streetball in 1992
• Paying young
• people to wear Adidas

8
Global Strategies

• Runners. Yeah, were different. advertising
• campaign in 1999
• Launching the Customization Experience project
  in 2001
• New slogan, "Forever sport, from competition to
  lifestyle"

9
Global Strategies

• Three-divisional structure in 2002
• - Adidas Sport Performance
• - Adidas Sport Heritage
• - Adidas Sport Style (Sports Style Y-3)
• Yohji Yamamoto and
• 3 from Adidas classic
• Three Stripes
• New agency Los Angeles based TBWA

10
US Market

• The largest world market
• High competition
• The company is sponsoring renown athletes
• Financial and reputational breakdowns

11
New Global Marketing Campaign - Impossible is
Nothing

• Started in 2004
• The message brings to life
• the desire to render the impossible possible
• to push yourself further
• To surpass limits
• To break new ground
• Participation of popular athletes

12
Adidas 1

• The World's First Intelligent Shoe
• Provides intelligent cushioning by automatically
  and continuously adjusting itself

• Initial price of 250

13
Sponsoring popular athletes

• NBA stars (Kevin Garnett, Tracy McGrady)
• David Beckham
• 5 year contract
• Center of companys promotional campaign
• Popularizing football in the US

14
Discussion

• Do you think that Adidas is successful on the
  Asian market? How could the company compete with
  its main rival Nike?
• What are the benefits of Reeboks acquisition?
• Which brand do you prefer Nike or Adidas and
  why?