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Fun

Facts
 What does the name ADIDAS stands for?
 Did you know that creators of Adidas and Puma
were brothers?
 In the beginning the three stripes were used to
stabilize the shoe.
 First company to offer a sponsorship for an
African-American.
Presentation
Overview
 SWOTAnalysis
 Company Profile  CSR Initiatives
 History
 Logo
 Controversies
 Products  Sponsorships
 Marketing Strategy
 Recent Developments
 Financial Position
 Market Share
Company
Profile
 Founder: Adolf (Adi) Dassler

 CEO: Herbert Hainer

 Headquarters: Herzogenaurach, Germany

 No. Of employees: 46,306

 NYSE: ADS.DE
Adolf Dassler
Herbert Hainer
Company
History
 Adidas was founded in 1948 by Adolf “Adi” Dassler, followingthe
split of Gebrüder Dassler Schuhfabrik (Dassler Brother Shoe
Factory) between him and his older brother, Rudolf.
 During the 1936 Summer Olympics held in Germany, Adolf
persuaded U.S. Sprinter Jesse Owens to run using his company’s
spikes. Owens went on to win 4 gold medals.
 Differences in political ideologies between the two brothers during
the World War II tensions between the two brothers.
 They finally split in 1947 and went on to form adidas and Puma.
 Now owns brands like Rockport, Reebok, Taylormade, etc.
Log
o:
3 Stripes mark
•Created in 1949 by Adolf Dassler.
•‘The brand with 3 stripes’.

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

3 Bars:
•1997- integrated corporate design by Peter
Moore.
•Shape formed by the bars represents a
mountain, indicating challenges to be faced and
goals to be achieved.
Produc
ts

Footwear Clothing

Sporting Goods Accessories


Marketing
Strategies
 Focus on global markets.
 Slogan : Impossible is Nothing
 Positioning: Premium brand
 Often uses market skimming policies with new
products.
 Frequent ads.
Financial
Position
Sales: €15,900 million

Net Income: €791 million

EPS: € 3.78 (Rs.321.02)


Market
Share
SWOT Analysis
STRENGTHS: WEAKNESSES:
•Long heritage and high brand value. •The products can sometimes be costly
•The company sponsors major sporting due to innovative technology or
events including Olympics and major production method.
sportsmen and teams. •Stiff competition and similar big
•Worldwide presence. brands means customers have high
•Diversified product portfolio. brand switching.
•Strong and innovative marketing have
created a strong brand retention.

OPPORTUNITIES: THREATS:
•New foot-friendly designs are developed •Other brands offer more styles and
each year. varieties, thus more competition.
•Tie-up with emerging sports •Threat from other competitive brand who
teams/clubs/players internationally. produce sports equipment and accessories
•Brand building by setting up sports at a lesser cost.
academies. •Pirated/fake imitations affect brand
image.
CSR Initiatives
 All programmes are built on three complementary pillars –
community involvement, employee involvement and corporate
giving.
Sponsorships
 FIFA World Cup
 UEFA Champions League
 Rocky IV
 Skyfall
 Iron Man 3
 Katy Perry
Controversies
 2011 All Blacks replica rugby jersey pricingcontroversy.

 2012 "shackle" sneakers.

 Sweatshops and labor rights violations.

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