Adidas Brand Audit

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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 the same time, Adidas values customers-need, and therefore she launched three division namely forever sport, originals and equipment to meet consumers needs and expectations. To conclude, six main values can be found from Adidas namely authentic, passionate, innovative, inspirational, committed, and honest. The following is a video about Adidas values (http://www.youtube.com/watch?v=WZVjmKv3vM0)

Adidas positioning

Adidas has two sub-brand namely Adidas Sport Performance and Adidas Sport Style.

The former strives to position itself leading sporty brand in the world by providing the best and sophisticated quality of sporting goods for each sportsperson, so it collaborates with major sports event such as leading sportsperson like the star of the NBA Dwight Howard.

Besides, Adidas Sporty Style, Adidas is to bring lifestyle sportswear to the consumers who less participates in sports, so Adidas collaborates with different prominent and stylish celebrities such as famous soccer player David Beckham, Hong Kong pop music star Eason to strengthen its position.

Business and Economics Conditions

Adidas has worked to integrate sports culture to other sporting goods since the late 1980s, it aims to build up a strong brand and loyal customers. When a strong brand built up, customers are willing to buy their products repeatedly or pay more for the products as the consumers think the products are superior in quality, style or whatever. Therefore, Adidas group built up two sub-brands namely Adidas Sport Performance and Adidas style for their loyal consumers. The data below is the evidence how strong brand has an impact on the sales. In 2011, global economic slowdown got worse especially in European countries because of financial tsunami in 2008 and European debt crisis, so consumers worldwide cut down their spending. However, (1)the sales of Adidas Sport Performance and Adidas Sport Style increased at a double-digit rate, the revenue of them grew 15 % and...
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