2.31 Adidas, a giant leader in sports goods industry Adidas, founded in 1949 in Germany, one giant of leading brands in sporting industry, designs and manufactures sports clothing, footwear, sport accessories and equipment. This global organization hires more than 53000 employees in over 160 countries and produces more than 660 million product units every year. Net sales amounted to about 16.92 billion Euros in 2015. As an international leading sports brand, Adidas never misses chances to expand itself in the whole world. It came to China in 1997, and has won great popularity of Chinese people step by step.
2.0 INTRODUCTION Adidas is a multinational firm which was established in 1948. The firs had some expertise in planning and assembling of games garments and extras. The organization is base in Herzogenaurach, Bavaria, Germany. Adidas AG aggregate comprise of the Reebok sportswear organization, Taylor Made-Adidas golf organization (counting Ashworth), Rockport, and 9.1% of FC Bayern Munich. The organization likewise creates packs, shirts, watches, eyewear, and different games and attire related merchandise.
When it comes to fashion the multi international fashion enterprise Adidas , which is one of the most booming and advertised brands there is right now. Adidas is based all over the world and is a the third biggest sports gear manufacturing company ; behind Nike and espn. Adidas was founded in Herzogenaurach, Germany on August 18 , 1949 by Adolf Dassler . But the Adidas company made its first real light in fame in the 1928 Olympics when Dassler produced several shoes for the runners ,including runners like Jesse Owens who then went on to win four gold medals. Today Adidas is one of the most diverse clothinging brands specializing just not clothing for athletes and casual wear, but with their iconic sneakers that have widened the market .
For example, at the beginning of 1997, the Company used the symbol of Adidas 3 leaves that are now used to Adidas Original. Now, the design of clothes and shoes typically have three parallel bars used for Adidas Sport Performance, and the same motif is incorporated into the official logo Adidas. Adidas Group was lead by Herbert Hainer as CEO and Chairman of the Executive Board. He was assisted by the Vice President in various parts such as the Finance, Marketing, HR, Project, Engineering and Manufacturing. In fact, each Vice President they also assisted by many other workers for this lower company.
This ad, in a way, tells people that their product can help them improve performance in any sport they may participate in. It also encourages their customers to continue to stay active and to keep buying their product. Adidas is showing that they can support people through an injury and help them with a product. In doing so, they hope reduce the chances of a series injury occurring. The ad uses an injury that is implied to allow the viewer to project their own understanding or experience onto it.
For global companies this can be a different challenge with its on competitiveness to create campaign with understanding different set of values of different locations, geographies and influence areas. Adidas defines its consumer segmenting strategy with: “To be successful across consumer segments, we acknowledge that a strategy of mass production or mass marketing is no longer sufficient. Only by identifying and understanding consumers’ motivations and goals for doing sport, their individual lifestyle, their fitness level and their buying habits can we create meaningful products, services and experiences that build a lasting impression and brand loyalty.” (adidaswebsite: focus on
Based on an online journal from LAS, Nike is a unique general demographic segment. They market to athletes around the world. In demographic segmentation Nike targets individuals by age, life-cycle stage, gender, occupation, and generation. Nike’s marketing efforts are focused on urban areas. For example, a behavioristic variable is how Nike focuses on lauding particular product attributes, the company focuses on how their products make consumers react and feel.
She is saying her dream of a better world allows women to be celebrated. How softball being re-added to the Olympics would create a better world for women. These two combined are effective in the sense that she is creating passion and using her bias in an effective way. She is using her love for softball to tell them she isn’t the only one who cares this much, but that there are millions of others like her. She wants the audience to know how much this affects her and many others like her who are passionate about the sport.
In 1986 Run DMC (a hip hop group from Queens, consisting of Joseph "Run" Simmons, Darryl "DMC" McDaniels, and Jason "Jam Master Jay" Mizell) released the song “My Adidas,” which was the third song on their album Raising Hell. Due to the rise of rap music in the 1980s, the song, along with the whole album developed to a success and landed at number one in the Billboard charts. The song “My Adidas” was obviously an attempt of commercializing the shoe company Adidas. One important factor appeared during the hype of the song. Hip hop culture has developed to a profitable “source of influence in market economics” (Miner 75).
The Adidas group has a long history, and with that a very rich culture as an organization and a community. As we’ve seen in their history, the moto they operated by was ‘Impossible is nothing’ which is reflected in the symbolic meaning of their very recognizable logo. Even though the company started with a simple ‘three stripes’ logo, which was simple and meant to be easily recognizable, it also stood for a company that meant to improve its performance and build their image. A Finish company, Karhu Sports, trademarked the ‘three stripes’ first, but due to the losses they experienced during the Second World War, they were forced to take Adidas’s offer and sell the trademark for the equivalent of just over $2.000 and two bottles of Whiskey. This “simple” logo evolved into the famous ‘Trefoil’ to symbolize that they were growing and diversifying as a company.