Brand analysis of company adidas

2. Table of Content
• History
• Short Company Profile
• Company Mission
• Company Vision
• Adidas Global Strategies
• Slogans
• Company Logo
• Advertisements
• Adidas Organizational Chart
• Adidas Supply Chain
• Adidas Brand Identity Prism
• Adidas Global Shares
• Competitors
• Swot Analysis
• Conclusion

3.  Adidas AG is a sports clothing manufacturer.
 Adidas was founded in 1948 by Adolf Dassler.
 Adolf Dassler started to produce his own sports shoes in his
mother's wash kitchen in Herzogenaurach, Bavaria after his
return from World War I. In July 1924, his brother Rudolf
returned to Herzogenaurach to join his younger brother's
business, which became Dassler Brothers Shoe Factory.
In 1949 ,Adolf changed the company name to Adidas (Adi
from his nick name and Das from Dassler)
HISTORY

4. Short Company Profile
Founder and Founded Adolf (Adi) Dassler (1924)
Headquater D-91074, Herzogenaurach, Bavaria,
Germany
Industry Costa del Esta Panama, Republic of
Panama
Product Shoes and Clothing (sports &
fashion)
Revenue €14.88 billion /18.42 billion US
Dollar (2013)
Employees 50,728 employer (2013)

5. Company Mission
The Adidas group strives to be the global leader in sporting goods industry
with sport brand built on a passion for sports and a sporting lifestyle.
“We are consumer focused and therefor we continuously improve the
quality, look ,feel and image of our products and our organizational
structures to match and exceed consumer expectations and to provide them
with the highest rank.
We are committed to continuously strengthening our brands and products
to improve our competitive position.”

6. Company Vision
Adidas vision is to enhance social and environmental
performance in the company and supply chain, thereby
improving the lives of people making there product ,it
strives to be global leader in sporting goods industry.

7. Adidas Global Strategies
Adidas has an increased focus on sustainable business and innovation that
they hope to integrate across all of their business strategies.
Adidas believes that sustainability is the key to growth and innovation.
Adidas strategy is to build a more lean, green, empowered and equitable
supply chain.

8. Company logo
 Adidas company Trefoil logo was born in August 1971.
 For the first time this logo was used on product in 1972, and become the
company corporate symbol later on

9.  After the merge of Adidas and Salomon in August 1988, they
introduced a new corporate logo. The two colors of the previous
group, blue for adidas, red for Salomon was combined to form the
logo.
 The space between the shapes form a shape of a person raising
the hand for victories. This logo only apply on all Adidas-Salomon
corporate document only.

10.  "Impossible is Nothing" was the previous mainstream
marketing slogan for Adidas.
 This campaign was developed by 180/TBWA based in
Amsterdam.
SLOGANS

11.  "Adidas is all in" is the current global marketing strategy for
Adidas.
 The slogan aims to tie all brands and labels together,
presenting a unified image to consumers interested in sports,
fashion, street, music and pop culture.

12.  Hiring famous Athletes as brand Ambassador
 Commercials and Infomercials on print and electronic media
 Using social networking sites i.e. Facebook and twitter
Advertisement

13. Adidas organizational chart

14. Adidas Supply Chain
 The company's supply chain is long and complex, relying on about 570 factories
around the world. In Asia alone, its suppliers operate in 18 different countries.
 It has a global supply chain network with the complete supply chain being
outsourced.
 Adidas IT infrastructure was based on the IBM AS/400 at the time. Taylor Made
in the US was operating on the HP 3000. Mean while the global website was
operating based on IBM Netfinity.

15. Supply chain structure
Country
warehouse
Manufacturing
unit
Store
4
Store
3
Store
2
Store
1

17. Adidas GLOBAL SHARES

19. Competitors
Competitors of Adidas include;
•Nike
•Gucci
•Puma
•Lacoste
•Reebok
•Converse

20. STRENGHTS
-Good financial position
Strong international operations
-Strong distributive chain
WEAKNESS
-High cost structure
-Limited product line
-Over pricing
OPPERTUNITIES
-Exception in emerging markets
-Increase demand in product
innovation
-Change in customer life style
THREATS
-Fierce industry completion
-Economic recession
-Increase in taxation
SWOT
ANALYSIS

21. Conclusion
Adidas has grown 10 times every 10 years. This is due to their main marketing
strategies and uniqueness from day one.
Despite a changing marketplace for athletic footwear, Adidas wants to expand their
product lines and marketing reach to become a more powerful global brand.
The lesson from Adidas to new and old companies is very simple-”Adidas is all in”.