Since
their foundation in 1949 adidas has been
a recognized brand and leader of the sports world. The company started to
design soccer boots, and now they are leaders not just in sports footwear, also
sporting goods like clothes, uniforms, apparel, balls and other sports
accessories. When Adidas founder Adi
Dassler registered adidas as a company,
he probably never thought that after 62 years adidas became a world wide
leader in the sport industry.
In
our time, adidas products are available in practically every country in the
world. The company offers an extensive portfolio of products, such as Adidas
Original (clothes, jeans, sweaters), Adidas Performance ( Sport footwear,
uniforms, sox , balls ) and Adidas Style ( a combination between Adidas
Original and Adidas Performance ). Adidas strategy is simple: “ Continuously
strengthen our brand and products to improve our competitive position and
financial performance.
If you read about the history of adidas, you can
notice that the breaks points of the company was when they sponsorship successful team, such
as the Germany national football team, whose won the 1974 World Cup. Since then, Adidas as became the main sponsor
of the bigger soccer teams, like Real Madrid from, Spain, or Bayer Munich from
Germany. That strategy has expand at
almost every sport, like baseball, football, rugby, Olympics teams and so on.
The target of adidas is almost everyone who likes
sports. The company promotes sports as a lifestyle. Thought their product the built
on a passion for sports. Does not matter
if you are a professional athlete or just practice sports for fun, you always
want to win. In the mission of adidas
remark that point, “ We are innovation and design leaders who seek to help
athletes of all skill levels achieve peak performance with every product we
bring to market”.
Adidas offer a diverse brand portfolio because they
believe that consumers want choices. Not just professional athletes looking for
the best equipment to improve their performance. Also regular consumers,which
are searching for the best outfit for them. That offers the opportunity to
engage a full range of consumers and their needs.
Adidas use famous player in their campaign, but not
just like images of sports. One campaign is particularly powerful “Nothing is impossible”. It’s about reach our goals despite of the
adversities. But Its not just in sports, in life too. Adidas combine athletes, music,
and their stories like examples of motivation, inspiration and drive their
consumers to believe that everything is possible. For instead, In the campaign where the company
use Lionel Messi, the start of the Argentina national soccer team, show how in
despite of their medical problems, Messi could became in the best player of
soccer in the world.
In Brief, adidas has become one of the global
leaders in the sporting goods industry. Personally I believe that now the
company has presence in almost every competition, tournament, World Cup,
Olympics Games and so on. That impulse
the brand to be synonymous of victory.
If you want to learn more about Adidas visit:
http://www.adidas-group.com/en/home/welcome.aspx
http://en.wikipedia.org/wiki/Adidas
