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Adidas Brand Audit

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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


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
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