AdidasFemmesCasAnglais
adidas:
Women are the future of sport
Authors:
Sylvie HERTRICH, Ulrike MAYRHOFER and Ewan ORMISTON 2011
(Originally published in French, 2007)
This case study was developed in close collaboration with the senior management of adidas. The authors would like to thank Madame Isabelle MADEC, Chief Executive of adidas France, for her valuable assistance during the development of the case.
© CCMP 2011
Institutions: EM Strasbourg Business School, University of Strasbourg; IAE Lyon,
University Lyon 3; Rouen Business School
CONTENTS
I. The world of women’s sport
1.1 The Sport Market
1.2 Women and Sport
1.3 Women and clothing
II. Streetwear/Urbanwear
2.1 The French market: demand
2.2 The French market: supply
2.3 adidas brand strategy
Sources
© Adidas case-study – 2011 – Sylvie HERTRICH, Ulrike MAYRHOFER and Ewan ORMISTON
2
In 2006, 48% of all French «sportsmen» were in fact sportswomen. Every week in
France nearly 18 million women take part in sports activities: walking, swimming, running, cycling, visits to the gym, etc. Despite this impressive statistic, sport brands frequently underestimate their involvement, which tends to be less visible than their male counterparts.
It is also interesting to note that women’s interest in sport is characterised by significant differences in the disciplines they choose and where they go to do them, the degree of involvement at different life stages, and the extent to which they get involved in competition. In response to the numerous research studies suggesting that «women are the future of sport», the adidas brand has decided to improve its knowledge of the female target group with a view to reinforcing its marketing activity in this area.
Developed in close collaboration with Isabelle Madec, the Chief Executive of adidas
France, this case study looks at women’s sporting activities, the competitive environment and the different segments in the female sports market.
The student is asked to develop a comprehensive
Women are the future of sport
Authors:
Sylvie HERTRICH, Ulrike MAYRHOFER and Ewan ORMISTON 2011
(Originally published in French, 2007)
This case study was developed in close collaboration with the senior management of adidas. The authors would like to thank Madame Isabelle MADEC, Chief Executive of adidas France, for her valuable assistance during the development of the case.
© CCMP 2011
Institutions: EM Strasbourg Business School, University of Strasbourg; IAE Lyon,
University Lyon 3; Rouen Business School
CONTENTS
I. The world of women’s sport
1.1 The Sport Market
1.2 Women and Sport
1.3 Women and clothing
II. Streetwear/Urbanwear
2.1 The French market: demand
2.2 The French market: supply
2.3 adidas brand strategy
Sources
© Adidas case-study – 2011 – Sylvie HERTRICH, Ulrike MAYRHOFER and Ewan ORMISTON
2
In 2006, 48% of all French «sportsmen» were in fact sportswomen. Every week in
France nearly 18 million women take part in sports activities: walking, swimming, running, cycling, visits to the gym, etc. Despite this impressive statistic, sport brands frequently underestimate their involvement, which tends to be less visible than their male counterparts.
It is also interesting to note that women’s interest in sport is characterised by significant differences in the disciplines they choose and where they go to do them, the degree of involvement at different life stages, and the extent to which they get involved in competition. In response to the numerous research studies suggesting that «women are the future of sport», the adidas brand has decided to improve its knowledge of the female target group with a view to reinforcing its marketing activity in this area.
Developed in close collaboration with Isabelle Madec, the Chief Executive of adidas
France, this case study looks at women’s sporting activities, the competitive environment and the different segments in the female sports market.
The student is asked to develop a comprehensive