adidas

2. IT ALL BEGAN IN 1920, WHEN ADI DASSLER
MADE HIS FIRST SHOES USING THE FEW
MATERIAL AFTER THE FIRST WORLD WAR

3. ADIDAS
Adidas is the German manufacturer, a market of sport apparel and athletic shoes.
Founder Adolf(Adi) Dassler, in1949

4. LOGO
THE THREE BREAKING LINES

5. •This new logo is supposed to resemble a
mountain, like it is challenging the people who
buy Adidas products to push themselves

6. SLOGAN
• Impossible is Nothing
• It stimulates the sportiness and enthusiasm in minds of consumers

7. SLOGANS

8. MEANINGFULNESS
Adidas Logo represents durability and elegance & consists of a three parallel-striped
design that symbolizes a mountain pointing towards goals and challenges that lay
ahead

9. MEMORABILITY
Memorable to all consumers
A perfect example of consistent brand identity building up brand memorability
Shoes Track pants jerseys

10. APPEAL & TRANSFERABILITY
Three factors to make people love brand adidas
Shape – Three parellel stripes
Color – Logo being black is to motivate the youth to engage themselves in athletics
Font – Simple & Effective

11. PROTECTABILITY
Recognized by its three stripes mark:
It is crucial to protect brand elements from competitive
infringement as this could cause financial loss for a brand
through unauthorized use, and could be prevented through
taking legal considerations.
Adidas have protected their brand elements through
registering their trademark and copyrighting their brand name,
logo and associations.

12. BRAND POSITIONING
•As a Sporty brand by associating itself with
• Major Sporting Event: World Cup (Football)
• Aspirational sportsperson : David Beckham, Messi
Also by creating commercials full of energy

13. 4PS
•Marketing mix

14. PRODUCT
• Core product is to satisfy consumers need
• Sports apparels
• Sports equipment

15. PRICE
• Market penetration: cheaper than its competitors
• Market Skimming: White T- Mac charged at higher price than
other of same version

16. PROMOTION
• Advertising
• Sponsorship
• Internet
• Point of sale
• Impossible is Nothing campaign

17. PLACE
• Adidas exclusive outlets
• Retailers
• Sporting outlets: Royal Sporting House, World of sports
• Internet

18. CO-BRANDS
• Reebok
• TaylorMade
• Rockport

19. OTHER BRANDS (CO-BRANDING)
K&P
Polar Electro
Good Year
Monster

20. ENDORSEMENTS
David Beckham
Virat kohli
Lionel Messi

21. EVENTS
Football (FIFA World Cup)
Basketball (National Team of FRANCE)
Tennis (National Team of KOREA)
Cricket (National Team of ENGLAND and S.AFRICA)

22. Resonance
Loyalty Sales Growth
.
Salience
Awareness, covert advertising, clear brand needs, brand depth
and brand breadth
Judgements
Brand Credibility;
Superior quality
Feelings
Excitement;
Self-respect
Passion to Compete
Performance
Reliability; quality
Style and design .
Imagery
Sportsperson,
Aspirational, product
Adolf Dassler

23. BRAND KNOWLEDGE
• Brand awareness
• Recall : Easy to recall because it only
focuses on sporting goods.
• Recognition: easily because of
advertisings, celebrity endorsement,
sponsoring events
• Brand image
• Strongly associated with
sports(football)
• Favourable to those who are looking
for innovation, fun and excitement in
sports

24. POP
• Sports related good
manufactures
• Like competitors Nike
and Puma
POD
• Geared towards only
• Football
• Running
• Training
• Basketball
• Outdoor

25. TARGET CUSTOMER
• Upper middle class
• Higher end customers
• People of various age
• Both male and female