5. Company History
• Started in 1924 as dassler brother split
up in 1948 and register as adidas AG on
august 1949
• In 1997 adidas AG aquires the salamon
group
• In 2005 adidas Ag
acquired British rival
Reebok.
6. Logo
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.
8. Marketing Strategies
Focus on global markets.
Positioning: Premium brand
Often uses market skimming policies with new
products.
Frequent ads.
11. SWOT Analysis
STRENGTHS:
•Long heritage and high brand value.
•The company sponsors major sporting
events including Olympics and major
sportsmen and teams.
•Worldwide presence.
•Diversified product portfolio.
•Strong and innovative marketing have
created a strong brand retention.
WEAKNESSES:
•The products can sometimes be costly
due to innovative technology or
production method.
•Stiff competition and similar big
brands means customers have high
brand switching.
OPPORTUNITIES:
•New foot-friendly designs are developed
each year.
•Tie-up with emerging sports
teams/clubs/players internationally.
•Brand building by setting up sports
academies.
THREATS:
•Other brands offer more styles and
varieties, thus more competition.
•Threat from other competitive brand who
produce sports equipment and accessories
at a lesser cost.
•Pirated/fake imitations affect brand
image.
12. ADIDAS PERFORMANCE
• Primary focus for adidas
• 70% of adidas income
• Main focus:
running, football,
basketball, and
training apparel
