Adidas Marketing Plan
Adidas is the number two sporting goods maker in the world, second to Nike. The company has long focused on being the footwear for sports and high performance. The company has three components: Adidas, Reebok, newly acquired in 2006, and TaylorMade, well known on the Pro Am Golf Tour. (Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand. While research indicates there’s a belief that Adidas makes better footwear than Nike (Vertical Ascent Website), it has been unsuccessful in penetrating the young hip-hop crowd. With a generation that has grown up with i-pods, blogs and video games, Adidas is looking to appeal to his younger generation through technology that they have become used to using. (Marina, 2009) Adidas 1, claimed to be the world’s first computerized smart shoe, went on sale March 18, 2005. Adidas has long focused on being the footwear for sports and high performance with its core base being sports. According to the Adidas Group 2008 Annual Report, the company targets three brands: sports performance, sports heritage and sports styles. It’s known for its technological innovation and cutting edge design, with its mission being to challenge and lead through creativity. Adidas has positioned itself as a leader in professional and competitive sports, notably soccer, basketball, and running. As the technology permeates everyday life, Adidas hopes to live up to their changing expectations and deliver the best consumer experience through using creative new initiatives including interactive fitting footwear for peak performance and fit. With that focus on technological innovation, Adidas is going high tech, with everything from high tech sneakers, high tech virtual stores, and high tech promotion. This high tech is not just for show or glitz. It has a purpose – to deliver the best fitting, and best performing footwear tailored to the consumer’s individual needs. Adidas is hoping the high tech approach...
Cited: Adidas, Reebok to Consolidate U.S. Distribution Centers, The Associated Press, Retrieved April 6, 2009
Annual Report 2008, Addidas Group. Adidas Website. Retrieved April 17, 2009.
Kamenev, Marina. “Adidas ' High Tech Footwear” Business Week November 3, 2006 Retrieved April17 , 2009 http://www.businessweek.com/innovate/content/nov2006/id20061103_196323.htm
McCarthy, Michael, Adidas Puts Computer on New Footing, USA Today, March 3, 2008. USA Today Official Website Retrieved April 6, 2009, <http://www.usatoday.com/money/industries/2005-03-02-smart-usat_x.htm>
Vertical Ascent Website, Retrieved April 17, 2009
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