Marketing and Adidas
Topics: Marketing / Pages: 13 (2237 words) / Published: Oct 3rd, 2014

ADIDAS STUDY

25/9/13

13:30

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MARKETING

Planning effective marketing strategies for a target audience

There are countless historic sporting achievements that have

Introduction

taken place in adidas products. These include:
Since it was established in Germany in 1949, by Adolf Dassler,

• Jesse Owens’ 4 gold medals in Berlin 1936.

adidas has been synonymous with the sporting industry. Today,

• Cassius Marcellus Clay (Muhammad Ali) taking gold in the

adidas is a global public company and is one of the largest sports brands in the world. It is a household brand name with its three stripes logo recognised in markets across the world.

boxing light-heavyweight division at Rome 1960.
• Dick Fosbury’s revolutionary new back-first high jump technique at Mexico 1968, known as the ‘Fosbury Flop’.
• Gymnast Nadia Comaneci’s perfect 10 at Montreal 1976.

The company’s product portfolio is vast, ranging from state-of-theart sports footwear and clothing to accessories such as bags,

This case study demonstrates how adidas used innovative

watches, eyewear and other sports-related goods and equipment.

marketing strategies in its sponsorship deal with the London 2012

Employing over 46,000 people worldwide, the adidas Group

Olympic Games to engage with young consumers in the UK and

consists of around 170 subsidiaries including Reebok,

across the globe.

TaylorMade-adidas Golf, Rockport and CCM-Hockey. The Group's headquarters are in Herzogenaurach, Germany. In the second quarter of 2013 the Group’s revenue was €3.383 billion.
The adidas brand is built on a passion for sports excellence and

The marketing mix
For most organisations the marketing function is vital for survival.
The Chartered Institute of Marketing defines marketing as:

innovative design to help athletes perform to the best of their ability.
It is therefore no surprise that adidas has supported many iconic

‘Marketing is the management

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