Mi Adidas Mass Customization Initiative Case Study
IMD-6-0249
(POM 249)
v. 29.05.2006
INTERNATIONAL
THE “mi adidas” MASS CUSTOMIZATION INITIATIVE
Rolf Reinschmidt, head of the Forever Sport Division of adidasSalomon AG, was reviewing adidas’ mass customization (MC) initiative: “mi adidas”:
We all talk a lot about experiences these days--experiences that consumers and retailers expect to have with brands like ours [adidas].
Well, here is an experience our brand is uniquely able to offer, differentiating us significantly from the competition and building an incredible image for the Forever Sport Division.
This case was prepared by
Professor Ralf W. Seifert as a basis for class discussion rather than to illustrate either effective or ineffective handling of a business situation.
It was October 2001. Reinschmidt sat down in his office and reflected on his experience to date. He had been sponsoring mi adidas to create a customization experience. The journey had started many years earlier, with the company providing tailormade shoes for top athletes. Now, customized shoes had been made available on a much broader scale. Competitors also tested the market, and a trend toward MC was visible in other industries from PCs to made-to-measure jeans. The time had come to make specific recommendations on the best course of action for mi adidas.
Reinschmidt had three alternative routes to choose from:
• Withdraw: Celebrate the success and PR effect accomplished to date but quietly withdraw from MC in order to focus on adidas’ core business.
This case won the 2006
European Case Award, in the category Production and
Operations
Management, granted by ecch in association with Business Week.
This case also won the 2004
POMS International Case
Writing Award sponsored by the Center for International
Business
Education and Research (CIBER) at Indiana
University.
• Maintain: Maintain the developed capabilities and selectively run mi adidas fairs and planned retail tours following top events such as the
(POM 249)
v. 29.05.2006
INTERNATIONAL
THE “mi adidas” MASS CUSTOMIZATION INITIATIVE
Rolf Reinschmidt, head of the Forever Sport Division of adidasSalomon AG, was reviewing adidas’ mass customization (MC) initiative: “mi adidas”:
We all talk a lot about experiences these days--experiences that consumers and retailers expect to have with brands like ours [adidas].
Well, here is an experience our brand is uniquely able to offer, differentiating us significantly from the competition and building an incredible image for the Forever Sport Division.
This case was prepared by
Professor Ralf W. Seifert as a basis for class discussion rather than to illustrate either effective or ineffective handling of a business situation.
It was October 2001. Reinschmidt sat down in his office and reflected on his experience to date. He had been sponsoring mi adidas to create a customization experience. The journey had started many years earlier, with the company providing tailormade shoes for top athletes. Now, customized shoes had been made available on a much broader scale. Competitors also tested the market, and a trend toward MC was visible in other industries from PCs to made-to-measure jeans. The time had come to make specific recommendations on the best course of action for mi adidas.
Reinschmidt had three alternative routes to choose from:
• Withdraw: Celebrate the success and PR effect accomplished to date but quietly withdraw from MC in order to focus on adidas’ core business.
This case won the 2006
European Case Award, in the category Production and
Operations
Management, granted by ecch in association with Business Week.
This case also won the 2004
POMS International Case
Writing Award sponsored by the Center for International
Business
Education and Research (CIBER) at Indiana
University.
• Maintain: Maintain the developed capabilities and selectively run mi adidas fairs and planned retail tours following top events such as the