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

Company Profile History Logo Products Marketing Strategy Financial Position Market Share

SWOT Analysis CSR Initiatives Controversies Sponsorships Recent Developments

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, following the 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.

Logo3 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.

Products

Footwear Clothing

AccessoriesSporting Goods

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:•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.

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 pricing controversy.

2012 "shackle" sneakers.

Sweatshops and labor rights violations.