Ch.7 Business Marketing

Do not confuse business marketing with simple advertising. Business marketing strategies should affect every aspect of how you run your business. It is the heart and soul of a successful business. When we think of Adidas, we initially think of a brand  that solely generates its revenue in the consumer market. Realistically business to business commerce (B2B commerce) plays a major role in generating Adidas's overall profit.

Forming partnerships or alliances with retailer such as FootLocker increases the brand's awareness and of course its reputation which in turn allows for exposure to new and potential customers. Merchandising deals with retail giants such as footlocker are just a mere fraction of Adidas's business marketing scheme. Landing an 11 year contract with the NBA is indeed the the ultimate accomplishment. The deal, which sources peg at a total value in excess of $400 million, replaces the 10-year contract Reebok negotiated with the league in 2001. 

With team-branded shoes that will be released on a global basis Adidas will use its popular Superstar line and try to take advantage of the NBA's extensive and colorful history by releasing lifestyle shoes featuring the league's retro logos and colors. As a part of the deal, Adidas will also have its logos on WNBA, NBDL and replica jerseys. NBA warm-ups and practice gear will add the familiar Adidas stripes. However, the Adidas logo will not appear on the outside of any official jerseys.

Ch. 8 Segmenting and Targeting Markets

Standing as one of the most versatile companies in the world Adidas is not subjected to limited markets of any kind. Big enough to have a web of readily available products eagerly anticipating the attack of our marketing mix. Adidas has its hand on almost every person on the planet as far as potential consumers; producing products that fit almost every demographic possible. Adidas takes a very cerebral approach to who their target market is and how it is marketed to them.

Adidas uses common strategies for segmenting various markets. From a geographical standpoint Adidas uses a tactic referred to as geographic marketing. Geographic marketing allows Adidas to market specific products to certain places throughout the world. For example Adidas soccer cleat commercials and ads are seen more in europe as opposed to america because soccer isn't as popular or as publicized in The United States as european and other external countries.

The most successful and most applied segmentation strategy used has been psychographic segmentation, which appeals to our personalities, attitudes, motives, and even our lifestyles. For Adidas to aim is to not only appeal to the younger generation but even to baby boomers as well. With the use of demographic variables such as age and loaction Adidas is able to segment their approach to different target markets with ease. Age segmentation is crucially important as it allows Adidas to market products to people of the right age group. Like most active and performance gear brands emphasis is mainly placed on marketing to the younger generation as individuals who are younger tend to be more increasingly active then people of older age. Adidas seems to have gender somewhat evenly marketed, the only thing that may tip the scale is that adidas' mainstream sporting products are made and marketed for a male dominated crowd, I wonder what made them believe that women dont like football,baseball and basketball too.

Ch. 11 Developing and Managing Products

What are you looking for? Im pretty sure we have it. Premium streetwear created with a playful design and devotion to tailoring are just some highlights that our brand and product culture have to offer.
We offer a wide variety of products comparable to just a few, a range so wide that it cover all the major sports, listing everything from Basketball to Golf. One of our focuses here at Adidas is to strive in dominating the entire sports culture and make our brand the staple for all sport apparel and accessories. Thus, making us the go to shop for all your sporting needs.

Train raw! Barefoot training is in, well not really. Taking our slice in the five-toed shoe pie we've introduced our new shoe called the "adipure trainer". Attempting to capture the toe-shoe craze we introduce our newest minimalist shoe, the adidas Adipure Trainer. The shoe basically emulates the human foot with flexible soles that are contoured to the shape of the foot, including visible individual sections for the toes. Basically A padded replica of a human barefoot that allows for the natural bio-mechanics of the foot to work. Click here to watch how our new shoe works:  www.shopadidas.com/adipure-trainer

We've been in the game since the 1940s and ever since then our product innovation  and new product inventions have always topped our list. Come visit us in store or online at www.adidas.com and take a tour of what we have to offer.

Happy Holiday Shopping!

Ch.16 Integrated Marketing Communications

No were not scared of conversation, especially not in these integrated times. Our main focus is to get the spot light and we've been able to do it without being so direct and without the need of a massive sale. 

(Big Sean)

There's one in every crowd, yet no two are the same. They're authentic, one of a kind ranging in all shapes and sizes, all unique. They're the ones that stand out, They're the ones that flow freely and they're all united in Originality.

Adidas' current promotional strategy involves commercials that include today's newest artist, socialites and even legendary icons that all seem to display a recognizable amount of individuality. These new artist in particular for instance Big Sean and his bizarre urban yet classic look is giving Adidas alot of exposure. Whats more integrated than promoting a new artist and still promote a brand like Adidas?. The geniuses behind this campaign devised a plan featuring a stream of commercial explaining each new artist's individuality  and still managed to have a subtle yet recognizable presence in the background.  

Win tickets to see Big Sean. Look at the Ad for the concert tickets. it has Adidas written all over it. The black at white stripes a signature trait of Adidas was the first thing that caught my Attention. As i payed closer attention i was able to point out the f logo  for facebook and even an iphone case with the artist name written all over it.  This sparked my Interest even more and i came to the conclusion that this event must be something large if corporations like facebook wanted in on this advertisement. With integrated commercial like this the main objective is to basically to gain our Desire.

(elements of Big Sean's wardrobe)

Ch.10 Product Concept

United we stand divided we fall, a simply way to explain Adidas' rise in the industry. With a vision that sprouted from their mothers kitchen the Dasser brothers founded a small shoe company that later lead to the creation of the Adidas company. Their humble story gives a perfect example of how far a little determination and perseverance can go.

The shoe that started it all

In 1936 they journeyed to the summer Olympics with a trunk full of running spikes where they persuaded U.S. sprinter Jesse Owens to use them. This resulted in being the first sponsorship for an African American athlete. Following Owens's assault of four gold medals, his success cemented the good reputation of Dassler shoes among the world's most famous sportsmen. Business boomed and the Dassler brothers were selling 200,000 pairs of shoes each year before World War II. 
At this point in the companies career their only product was considered a consumer product for it sought to satisfy individuals wants and needs in the area of track and field.


Due to irreconcilable differences the pair spilt and younger brother Adolf "Adi" Dassle founded Adidas in 1948. With an entirely new attitude and perpective of things Adolf launched his company and later implemented a new product mix introducing an apparel line dedicated to different sporting activities and even a line for urban wear.

In today's world Adidas is internationally known and offers a wide range of products that fall in the categories of consumer, convenience, shopping and even specialty products. The vast amount of products along their product mix helped Adidas to create create remarkable product lines.

Ch.18 Sales Promotion and Personal Selling

(Ad for LivingInSingaporeToday.com advertising Adidas product sale)

Sales promotions are offend used to create an interest or employ the consumers demand for a product. For Adidas this sales tactic is somewhat irrelevant and gets little to no play in the game until year end or the end of a products cycle. Adidas product do go on sale on a regular basis but this initiative is usually employed by external retailers like food locker, Champs and even Foot Action whom are all authorized distributors of Adidas products.

Non paid advertisements is an area where Adidas has shown great interest in. Yes, even well established and multi-million dollar corporation like adidas
are interested in freebies every now and then. Free advertisements allow for us at Adidas to increase revenue and up our earning potential. Adidas is now the NBA's official merchandiser which automatically translates as free advertisements as Adidas is now responsible to make all official uniforms. Having all 30 teams and every player wear uniforms and warm up wear with Adidas' logo in plain sight clearly suggests promotion and endorsing at its best if you ask me.

Selling for us at Adidas involves personal contact which is why employees are constantly urged to approach customers and initiate conversations with them. This technique is referred to as personal selling and has shown to be very beneficial  when obtaining sales. The main focus for our in store associates is to educate and demonstrate in a consultative manor about the products available.

Ch.17 Advertising and Public Relations

Evidently products don't sell themselves no matter how succesful or well known a product or company is. For Adidas launching an ad campaign packed with pro athletes, pop stars and an overdose of adrenaline provides us at Adidas with a competitive edge over our competitors.

How about a constant reminder every time you commute to and from work that also acts as a stress/tension reliever. Adidas new ad campaign which boasts the title of "The first advertisement in history you can kick, punch, and trample at will." If you've never experienced a Chinese subway, you might not understand the magnitude of this. Adidas has installed punching bags in Chinese subway stations. You're supposed to relieve the stress of commuting by punching or kicking the bags. "Every year you have to wait on the platform for about 1,824 minutes. Don't waste your time, come and have some punch!" Critics applaud Adidas and suggests that this new gimmick is pure genius and agreed that there isn't a better way for a major brand to engage its audience than letting them sink a few fists unto a post.

The slogan printed on the punching bag when translated says: ‘Every year you have to wait on the platform for about 1,824 minutes. Don’t waste your time, come and have some punch !’

Adidas has already captured the attention of its target market, there ad campaign is basically in place to remind the target market of Adidas' existence and what we have to offer. Majority of the companies ads are a great example of institutional advertising, this advertising concept aims to enhance and pro-long the reputation that Adidas has built throughout the years.

Ch.15 Retailing

From Sweden to Japan no matter where in the world you might be you can always visit an Adidas concept store or locate a sporting goods retailer and expect to find a variety of Adidas products. With the aid of external and third party distributors Adidas is able to distribute and maintain dominance in the industry. Realtionships with External retailers like Foot Locker, Models and Dicks's Sporting Goods assists Adidas in distributing a wide range of its products. The Adidas brand name offers a wide range of products and with the establishment of Adidas Concept stores or speciality stores the the target market is now narrowed down.

Adidas is indeed a leaders in the area of customer loyalty with their legendary products retailed at affordable and standard prices. Adidas uses their many stores to attract their target market. The atmosphere at the Adidas store is reviewed to be cutting edge and sporty. With their use of attractive colors and even scents customers are lured in and provides them with the feeling of being athletic. The associates are very informative, detailing every aspect of the product of interest and outfitted with either very athletic and urban fresh Adidas wear from head to toe. Establishing store in highly populated and urban shopping area for example Soho in New York plays into the marketing mix and helps to produce revenue. Despite the relationship Adidas had established with sporting goods companies, establishing stores like the concept store in Soho New York provides the company to distribute and retail limited edition products and also distribute a wider range of product that sporting good retailer typical would not be interested in selling for instance basic apparel like jeans and coats.

Ch.6 Consumer Decision Making

The Adidas label is recognized world wide and appeals especially to those who are brand conscious or particular about using quality products. Understanding consumer behavior and the way they think are extremely import factors to consider before putting your product out on the market. Understanding Consumers first comes with the task of identifying what is known as a 'Need Recognition'.  Through research Adidas is able to understand and identify the needs of its consumers thus offering a wide range of products distributed internationally that caters to those needs. No matter what the product maybe, Adidas ensures that all products are made to satisfy the needs and wants of consumers.


Consumer wants and need are not the only factors that Adidas considers. Culture and values are also taken in consideration by Adidas. Cultural backgrounds influence the Consumer Decision Making process because consumers of a distinct background tend to have similar needs and identical consumption patterns.  It is Adidas' job to adapt to the various surrounding and to ever evolving and changing needs of  consumer.


Adidas tries to take considerations of all these factors because once they appeal to the different stimuli it makes the consumer decision making process even easier.

Ch.5 Developing a Global Vision

Throughout the years Adidas has always been known for its fair share in the world of sports culture and apparel, A brand easily recognized by its iconic signature three stripe trademark and logo. Despite Adidas's dominance in this sector they have failed to place at the number one position in the rankings for the world's top producer for sports wear and apparel.                  

In an effort to gain a competitive edge over its leading competitor Nike, Adidas is finally jumping into the fashion arena and making a grand entrance with its first global marketing campaign. The global ad campaign may be the push that is needed to raise their share in the market. The plan is to go global with ads for the Originals fashion line which actually accounts for about 20 percent of Adidas's sales annually. Global ads for Originals is said to be the company's first mass market campaign in over 60 years. The Originals brand line offers trendy sports fashions and shoes that include the classic Stan Smith tennis shoe, fleece hoodies, skimpy tennis dresses and shimmery T-shirts. The average item in the line retails for about $70.

Ads are said to be filled with celebrities and sports endorsers for Originals like Snoop Dog, Katy Perry, Derick Rose, David Beckham, Missy Elliott and Russell Simmons.

Ch.4 The Marketing Environment

Many changes have been made to accommodate the ever changing and evolving market. Like any other brand Adidas's changes are reliant on the consumer demands but specifically to the wants and needs of athletes.  Product innovations and new product introductions aim to accommodate athletes whom train to become bigger stronger and faster each and everyday. Adidas directly targets athletes covering all sports areas who fit the criteria of being fast paced with a high adrenaline rate and a competitive edge, all the qualities found in Derick Rose of the Chicago bulls whom just happen to be an Adidas spokes-model.
Adidas not only appeals to a young athletic audience but also to the young at heart offering selections from timeless track suits and its classic samba shoes to a more casual and relaxed attire covering t-shirts,jackets and even everyday denim.

Ch.3 Ethics and Social Responsibility

In 2010 the company issued a report detailing the companies plan and strategies that would aim to reduce environmental footprints of its operations and the environmental impact of its suppliers. The report also includes an extensive discussion of the company’s commitment to work with its suppliers (both direct and indirect) to ensure that workplaces are fair, safe and healthy.

In an effort to boost its social responsibility credentials Adidas introduced project "One Euro Shoes". Adidas made plans to mass produce a shoe line for those who cant afford to purchase an Adidas brand shoe at its full price. The shoe would be made on a non profit basis and is said to be retailed for no more than the manufacturing cost. the idea in its entity is aiming to abolish poverty and create more jobs for local Bangladeshis. 

Ch. 2 - Strategic Planning for Competitive Advantage

With A unique product portfolio covering accessories, apparel and footwear for professional athletes to premium trendy fashions, allows Adidas to cater to multiple customer needs and demands. This provides Adidas with the opportunity to exploit various markets locally and internationally. Together with Adidas's commitment to product innovation and its rich heritage aids in differentiating the brand from its competitors.


Like most retail giants Adidas markets its products in accordance to the seasons; for instance A heavy emphasis is placed on summer apparel when its warm outside because there is a greater demand for short and lighter clothing. Their plan is to not only market their product in accordance to the weather changes but also to the changes in the various sports seasons. Adidas has a great advantage to appeal to all markets because of the variety of products they distribute caters not only to men but also to women and even children.


In order for the company to sustain its dominance and appeal in the industry Adidas ever so often adjusts to the times, trends and changes in consumers demands. Endorsing highly publicized Athletes, Socialites and  Performers aid to market the brand and also provides a competitive advantage over its competitors.

Adidas Mission Statement

Adidas' mission statement applies to both their online and offline companies. Their mission statement reads, "Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder Adi Dassler was passionate about sports. For Adi, the athlete came first. He gave those on the field, the court and the track the unexpected and the little differences that made them more comfortable and improved performance. This is our legacy. This is what the brand stands for. This will never change."

Company History: The Tale of how it all began

Adidas was founded in 1924 in Germany by two bothers Adi and Rudolf Dassler. The company was first named Dassler shoes and later became Adidas. By the Dassler shoes being seen in the Olympics this really helped the company get it’s name known. However, in 1948 Rudolf Dassler leaves to start his own company which is now known as Puma. Once Rudolf left his brother came up with the famous three stripes logo and changed the name to Adidas.

The 3 stripes were created to keep the foot stable, but ended up being the logo. Throughout the years Adidas was seen in the Olympics, and it was the leading brand making their shoes highly sought after by Olympic athletes. In 1978, Adi Dassler passed at age 78 and his wife Kathe ran the company. Six years later Kathe passed and the company was left for their son Horst Dassler to run, and three years later Horst passed at age 51. After Horst’s death Adidas ran into some major financial problems, and later Bernard Tapie comes to make an attempt to save the company.
Well to be HONEST, later down the road a hip-hop group named Run-DMC came and put Adidas on another level just like Jordan did for Nike, and the rest is HISTORY! They even made a song called "My Adidas", and it was a hit all around the world. After Run-DMC came to Adidas they even had their own signature line. Run DMC is still making Adidas money today just like Jordan is still making Nike tons of money......these guys are true legends to the "Shoe Game".
Adidas has worked with many famous people and has a signature shoe line for Stan Smith, Kevin Garnett, Tracy McGrady aka TMAC, Missy Elliot, and many others.