History of Adidas
Critical Evaluation of the adidas group, in terms of its values, ethics and performance
1. Executive summary
The adidas Group is globally the second largest manufacturer of sporting attire, controlling almost a quarter (22%) of the market compared to the 33% currently commanded by its biggest rival Nike1. Although a multinational company, it was founded originally in Germany and thus its central headquarters are situated in Herzogenaurach, and home to more than 2600 workers2. Furthermore worldwide the adidas group employs approximately 40,000 people and has grown to encompass a number of other brands such as Reebok, TaylorMade and Rockport. Its growth as a company is also reflected in its product range developing from simple footwear to a plethora of goods such as eyewear, clothing and perfume. A measure of its success is that its Products are obtainable in nearly every country throughout the world3.
The company is held in esteemed regard throughout the sporting world and its athletes, by producing sports footwear, apparel and accessories that are both innovative and of the highest quality. This reputation has been forged from a rich 80 year history of creating such products mixed with an undesired passion for sport and its culture3. For the adidas group to maintain this innovative mindset In modern times, they have to employ teams of designers, product developers and biomechanical experts at technology centres based in Portland, USA and Scheinfeld, Germany3.
An important cornerstone of their strategy to continue to remain successful is to continuously strengthen their brands and products3. In recent times due to increased awareness of civil rights and the Earth’s fragile environment, this has led large multinational companies to place a large emphasis on things such as sound labour and environmental practices. Otherwise their brand would be tarnished, leading to a reduced financial performance and non-sustainable business. Therefore contained within the next
1. Executive summary
The adidas Group is globally the second largest manufacturer of sporting attire, controlling almost a quarter (22%) of the market compared to the 33% currently commanded by its biggest rival Nike1. Although a multinational company, it was founded originally in Germany and thus its central headquarters are situated in Herzogenaurach, and home to more than 2600 workers2. Furthermore worldwide the adidas group employs approximately 40,000 people and has grown to encompass a number of other brands such as Reebok, TaylorMade and Rockport. Its growth as a company is also reflected in its product range developing from simple footwear to a plethora of goods such as eyewear, clothing and perfume. A measure of its success is that its Products are obtainable in nearly every country throughout the world3.
The company is held in esteemed regard throughout the sporting world and its athletes, by producing sports footwear, apparel and accessories that are both innovative and of the highest quality. This reputation has been forged from a rich 80 year history of creating such products mixed with an undesired passion for sport and its culture3. For the adidas group to maintain this innovative mindset In modern times, they have to employ teams of designers, product developers and biomechanical experts at technology centres based in Portland, USA and Scheinfeld, Germany3.
An important cornerstone of their strategy to continue to remain successful is to continuously strengthen their brands and products3. In recent times due to increased awareness of civil rights and the Earth’s fragile environment, this has led large multinational companies to place a large emphasis on things such as sound labour and environmental practices. Otherwise their brand would be tarnished, leading to a reduced financial performance and non-sustainable business. Therefore contained within the next
References: 1. , Retrieved December 23rd, 2010 from http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adidas.pdf 2 3. Retrieved December 23rd, 2010 from http://www.adidas-group.com/en/ourgroup/OurGroup_AreaStart.aspx 4 5. Retrieved December 23rd, 2010 from http://ezinearticles.com/?The-Power-of-Branding-in-Sports&id=4686820 6 Retrieved December 23rd, 2010 from 7. Retrieved December 23rd, 2010 from http://www.generatesponsorship.com/team-sponsorship/ 8 9. Retrieved December 23rd, 2010 from http://www.adidas-group.com/en/sustainability/ 10 12. Retrieved December 23rd, 2010 from http://www.hrichina.org/public/PDFs/CRF.1.2003/CodeCompliance1.2003.pdf 13