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.