BACKGROUND OF THE COMPANY
Adidas is a German company founded by Adolf (“Adi”) Dassler, from whom the name Adidas came to be, in the town of Herzogenaurach in 1949. He was an athlete and a shoe maker and his aim was to provide every athlete with the best possible equipment. At present, Adidas is the leading brand under the Adidas Group that also Adi Dassler Source: http://www.adidas-group.com/de/spirit ofsports/assets/SoS_Story_Image/1949.jpg owns Reebok and Taylor Made Golf. Adidas is split into two divisions – Sport Performance and Sport Style (See Figure 1).
Figure 1: Adidas Group Structure
Adidas Sport Performance
The guiding principle of the Adidas Sport Performance is “Play to Win”. Inspired by the motivation of founder Adi Dassler, Sport Performance brings passion for great products to athletes in all sports, allowing them to be faster, stronger, smarter, cooler and natural. The main focus of Sport Performance is on five key categories: football, basketball, running, training and outdoor.
Adidas Sport Style
Adidas Sport Style houses two groups. The Originals Group is the authentic, iconic sportswear label for the street and its message is Celebrate Originality.
The Fashion Group is defined as the Future of Sportswear and includes the labels Y-3, Porsche Design Sport, Adidas SLVR and Adidas NEO. Through these four labels, Adidas brings authentic sportswear to the full spectrum of lifestyle consumers.
(Cited http://www.adidas-roup.com/en/investorrelations/assets/pdf/annual_reports/2010/ GB_2010_En.pdf, 27 May 2011).
Adidas Originals – Celebrate Originality
The Originals Group allows Adidas to increase its reach into the lifestyle market, without losing sight of its long heritage as the original performance brand. The Originals Group is geared specifically toward consumers who may be less active sports participants, but who are style setters and style...
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