Preview

Adidas Brand Audit

Better Essays
Open Document
Open Document
1303 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Adidas Brand Audit
-------------------------------------------------

-------------------------------------------------

Adidas Background

Adidas AG is German manufacturer of sporting goods and parent company of Adidas group that consists of the Reebok sportswear company, TaylorMade-Adidas golf company and Rockport. Based in Herzogenaurach, Germany, Adidas is the leading sportswear manufacturer in Europe and the world’s second largest sporting goods manufacturer. Adidas has two sub-brands namely Adidas Sports Performance and Adidas Sports Style.

Adidas Sports Performance aims to enhance athletes’ performance in all sports with Adidas products. Adidas Sports Performance focuses on five key categories: Football, basketball, running, training and outdoor.

While Adidas Sports style into two groups namely the Originals group and the Fashion groups. The former is the authentic, iconic sportswear label for street. It is designed for those who may seldom play sports, but who are style people. The later is about the future of sportswear, and it includes Y3, Porsche Design Sport,
Adidas SLVR and Adidas NEO. These labels are designed for those who pursue authentic sportswear lifestyle.

Until December 31, 2011 the total number of Adidas stores worldwide were 1804 in 160 countries.

Adidas History

The company traces its origins to 1924, when Adolf Dassler and his brother Rudolf Dassler began a small shop factory in Herzogenaurach named Dassler brothers shoe factory. During 1928 to 1936, Adolf Dassler equipped couple Olympic athletes; one of them is 2 four gold medals winner Jess Owens, it was the first step to expand his business internationally. However, the brothers split up in 1948, Adi founded Adidas and registered it as ADIDAS AG on 18th August, 1949.

Adidas values

Adidas have a passion for sports, athletes and sporting goods. Thus Adidas are striving to help athletes with sophisticated equipment she produced to achieve their peak performance. At


References: HONG KONG ADIDAS (2012.08.26) Adidas Originals Retrieved 7 October, 2012 from http://www.adidas.com.hk/ Adidas Group, (2012.03.18) Annual report | Retrieved 10 October, 2012 from http://adidas-group.corporate-publications.com/2011/gb/ Wikipedia: Adidas Retrieved 3 October, 2012 from http://en.wikipedia.org/wiki/Adidas Business Development strategies (2012.0111) Adidas Business Strategy | Retrieved 5 October, 2012 from http://wearedevelopment.net/2012/01/11/adidas-a-global-sports-strategy/ Adidas Group (2012.03.18) Adidas Group-Annual Report- |Retail Business Performance Retrieved 5 October, 2012 from
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Btec Business Level 3 Unit D1 Example
    • 882 Words
    • 4 Pages

    Btec Business Level 3 Unit D1 Example

    Adidas AG is a German sports clothing manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), and Rockport.…

    • 882 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Unit 1 BTEC
    • 5622 Words
    • 23 Pages

    Unit 1 BTEC

    What does Adidas? For over 80 years the adidas Group has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories. Today, the adidas Group is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are available in virtually every country of…

    • 5622 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Good Essays

    btec level 3 business unit12 p1-p2
    • 2655 Words
    • 11 Pages

    btec level 3 business unit12 p1-p2

    Adidas is known to be one of the famous designers and manufacturers of sports clothing and accessories. They’re a multinational organization that has their branded products sold in different stores such as JD, Footlocker and Sports direct, however they also operate in stores as well as online. Adidas have gained a global awareness as a result of the quality product they sell but they’ve been successful because they have coped with changes such as completion level and other issues that have caused the downfall of some businesses in the UK and abroad. Adidas is a manufacturing business as well as a retailer; they sell their product to other…

    • 2655 Words
    • 11 Pages
    Good Essays
    Read More
  • Powerful Essays

    Adidas Is One of the Largest Companies in the Sporting Goods Industry.
    • 3173 Words
    • 13 Pages

    Adidas Is One of the Largest Companies in the Sporting Goods Industry.

    Adidas is one the leading company in the sports equipment industry (with Nike, Reebok…), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general.…

    • 3173 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Organizational Design of Adidas
    • 1971 Words
    • 8 Pages

    Organizational Design of Adidas

    In 1997, Adidas acquired “Salomon”, one of the world's leaders in sporting goods. The acquisition broadened its product range through the addition of three leading sports brands. “Salomon” for winter sports equipment, “Taylor Made” for golf equipment and “Mavic” for cycle components.…

    • 1971 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Current Marketing Trends of Adidas
    • 2295 Words
    • 10 Pages

    Current Marketing Trends of Adidas

    Adidas is among the renowned producer, dealer and the retailer of highest quality sports products. Adidas is a brand which is not only famous around the world because of its fashionable and stylish sports products but also for several soccer teams, players and tournaments. In the past, the company uses only traditional ways of advertising and was successful. Nowadays, the changing environment of advance technologies forces the organization to improve their marketing strategies.…

    • 2295 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Nike vs Adidas
    • 2251 Words
    • 10 Pages

    Nike vs Adidas

    Nike and Adidas and have been the top two leading sport companies in the sport industry over the past few decades. These two companies sell and offer wide range of products for the customers and their products offered is mainly on sports wear for men and women and caters to consumers from different age groups. Their products consist on clothing such as jerseys, shirts, t-shirts, shorts and pants. These companies also provide the customers varieties of footwear such as sports shoes, casual shoes, boots, sandals and stockings. Besides that, fashion accessories are also offered from these three companies such as bags, watch, bracelets, wallets and purse. And lastly they also offer a wide range of sport gears for their customers.…

    • 2251 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Adidas History 1
    • 1845 Words
    • 7 Pages

    Adidas History 1

    Adidas America, Inc. manufactures and wholesales sports footwear, apparel, and accessories. It offers tennis, running, and basketball shoes; women's and misses' outerwear; men's and boys' clothing; and women's and children's clothing, as well as rubber or plastic footwear. Adidas America, Inc. was formerly known as…

    • 1845 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    What Makes The Best Soccer Player?
    • 541 Words
    • 3 Pages

    What Makes The Best Soccer Player?

    When walking onto the pristine surface of a soccer pitch a player must be comfortable. Over the years players have said over and over that feeling good makes them play better. Picking the best gear is essential to every player. The best brand for soccer is Adidas. Adidas gives everything a player would need for the game and is better than the competition.…

    • 541 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Strategic Benefit of Adidas-Reebok Acquisition
    • 499 Words
    • 2 Pages

    Strategic Benefit of Adidas-Reebok Acquisition

    --A more complete product offering in key sports categories. The new adidas Group will have a stronger presence in American sports and a complete product offering that addresses key sports categories, including soccer, basketball, running, American football, hockey, tennis, training, outdoor and golf.…

    • 499 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Strategic Analysis of Adidas Ag
    • 6694 Words
    • 27 Pages

    Strategic Analysis of Adidas Ag

    Adidas AG is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world. Adolf Dassler registered it in 1948.…

    • 6694 Words
    • 27 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Adidas Marketing Report
    • 5619 Words
    • 23 Pages

    Adidas Marketing Report

    Adidas is a company which produces a wide variety of sports products. It is especially renowned at designing and manufacturing sports shoes, equipments for different sports. It strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. They are consumer focused, innovative and design leaders. One of its values is to seek to help athletes of all skill levels achieve peak performance with every product we bring to market. So, for our new product, Adidas – S2, we aim to assist customers in enhancing the effectiveness of exercising.…

    • 5619 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Best Essays

    Supply Chain Management - Nike & Adidas
    • 4194 Words
    • 17 Pages

    Supply Chain Management - Nike & Adidas

    i2, (2004) Case Study Keeping adidas-Salomon One Step Ahead of the Competition, (http://www.i2.com/assets/pdf/CSS_CPG_adidassalomon_css7185.pdf) [Accessed 05/09/07]…

    • 4194 Words
    • 17 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Swot of Adidas
    • 264 Words
    • 2 Pages

    Swot of Adidas

    Adidas produces sportswear and sports equipment. A strong brand portfolio boost the market position and reinforce Adidas as one of the leaders on the sportswear and sports equipment market. But Adidas’ brand image is also under pressure from widespread counterfeits, which creates mistrust to the brand.…

    • 264 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Gcina Mhlope
    • 890 Words
    • 4 Pages

    Gcina Mhlope

    As Gcina Mhlophe dances onto stage her voice echoes with wisdom and experience and and all attention is drawn in as she tells stories of her life as a black woman in apartheid. I was priveliged to see Gcina Mhlophe perform her stories about life as a young black woman during Apartheid ,when I was 13. She performed with such passion and expression that her stories and poetry came to life. Her words were influential and powerful and she presented them with song and dance proudly in a variety of South African languages. Gcina Mhlolphe was born in Durban Kwazulu natal in 1959. She grew up in the Transkei in a time of apartheid and racial seggregation. She is well known for her short stories and african fables, many with strong apartheid refernce and others being traditional African stories influenced by her childhood. As well as her powerful words she is also well known for her vibrant storytelling as she performs them. One of her most famous short stories is The Toilet. The Toilet is a story of a young black girl in Apartheid South Africa, Mhlolo. Mhlolo's sister works for a white family. It talks about how the sisters live in a shak whilst the White employer lives a lavish lifestyle, and of the poor treatement of the 'servant' by their white employers due to their race. When Mhlolo sneaks back to her sisters house every night she is petrified of being caught by the employer and of their savage dog. But mostly the story is of how Mhlolo sits in the public toilet in the park every morning before she catches her bus and writes. It is her time to sing and think and express herself. Being a woman at the time, it was not conventional for woman to be writers or to express individuality and more so because of her race. In the toilet she can be herself, not as a lesser being or as a dog, as portrayed. She can do what she is passionate about, writing. One 8day she arrives at her toilet to write and it has been locked, Mhlolo then goes a d sig on a bench to write and adapts the…

    • 890 Words
    • 4 Pages
    Good Essays
    Read More

Related Topics