adidasAndrea Kwamya, Mathilde Clauser, Vasso Patrikiou, Lin Che, Sidra Buchh

history

2015

Adi Dassler registers Adidas after

making shoes for Olympic gold medal

winners Lina Radke and Jesse Owens.

1949

1972Adidas introduces the

Trefoil symbol to represent performance.

Adidas becomes a multi-sport line.1979

1986 Adidas partners with Run DMC,

creating a merge of sports with arts

& street style.

1993New CEO Robert Louis-Dreyfus,takes

Adidas public” 

New CEO, Herbert Hainer

2001

2006Reebok is

acquire to focus on fitness.

2011Adidas launched the ‘All in One’

campaign to combine fashion, sports & street

art.

“Creating the New” Campaign, aligns with Adidas objective to lead in fast fashion.

Kasper Rorsted to succeed

Hainer in Q3 2016

history

1924

current state

Russia/CIS 4%

Japan 6%

Latin America 11%

MEAA 15%

Greater China 15%

North America 21%

Western Europe 29%

sales by region importance of north american market

Adidas Group. Annual Report; 2015

Billio

ns

$0.00

$1.25

$2.50

$3.75

$5.00

2012 2013 2014 2015

3.3

2.7

4.43.9

adidas revenue in north america

$

$

$

$

Adidas Group. Annual Reports; 2012, 2013, 2014, 2015

footwear market share

adidas 9%

nike 48%

under armour

2%

Sporting Goods Intelligence

revenue in north america

Billio

ns

2012 2013 2014 2015

13.7412.29910.3878.839

92% basketball shoe marketon-field apparel rights

MLB on-field apparel

sources: nike annual reports 2012-2015, Statista, Sports Daily, Forbes

Revenue in North America

Billio

ns

2012 2013 2014 2015

3.4562.796

2.1941.727

Stephen Curry

focus on gymnastics

Jordan Spieth's golf shoes

sources: Under Armour Annual Report 2012-2015, CNN, Reuters

be the best sports brand in America and the world.

objective

adidas group: strategy 2020 report

challenges

challenge onebrand dichotomy

unclear mission statement Our mission, vision, and values

The adidas Group strives to be the global leader in

the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.

We are innovative design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.

We are consumer focused and therefore we continuously improve the quality, look, feel, and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.

We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders.

We are dedicated to consistently delivering outstanding financial results.

Make all Athletes better through passion, design, and relentless pursuit of innovation.

To bring inspiration and innovation to every athlete in the world.

current communication“here to create”

current communication “future”

describe adidas

Athletic/ Sporty Stylish/ Trendy

adidas survey: Q31: If you had to describe adidas to someone who had never heard of it, what would you tell them about adidas?

“Adidas is making a comeback

because lots of models are

wearing them”

“Athletic shoes for actual athletes”

“soccer”

“They’re a cool brand that was popular with old

school rap”

“Great fit with variety of options”

“It has made the transition to the new age with fashionable

shoes”

describe adidas

adidas survey: Q31: If you had to describe adidas to someone who had never heard of it, what would you tell them about adidas?

challenge twostrong association with soccer

0%

25%

50%

75%

100%

soccer gym basketball

48%

30%37%

adidas survey: Q19: sports association

our objectivecreate a cohesive brand image that is adapted to the american market

target audience

sneaker freakers

+3 sneakers

own more sneakers than average

adidas survey: Q16: How many pairs of sneakers and running shoes do you currently own?

0%

25%

50%

75%

100%

Purhased sneakers in the past 6 months Will Purchased sneakers in the next 6 months

purchase more frequentlysneaker freakers

75% ↑

50%↓

66%↑

57%↓

bought in past 6 months will buy in next 6 months

5+ sneakers1-2 sneakers

adidas survey: Q4. And which of the following, if any, have you purchased in the past 6 months? Q5. And which of the following, if any, do you think you’re likely to buy in the next 6 months?

UNDER ARMOUR

PUMA

REEBOK

CONVERSE

ADIDAS

NIKE

0% 25% 50% 75% 100%

adidas

15%

16%

26%

34%

42%

73%

more likely to own adidas than other brandssneaker freakers

adidas survey: Q15. And which of the following brands of sneakers and running shoes do you currently own?

0%

25%

50%

75%

100%

> 2 pairs 3-4 pairs 5+ pairs

13% ↓

23%

42% ↑

most likely to own adidassneaker freakers

adidas survey: Q3. Which of the following, if any, do you currently own?

who are sneaker freakers?

active life style 78%↑ vs 55%↓

men 20% and women 22%

self-motivated 45%↑ vs 27%↓

feel good when exercise 53%↑ vs 37%

Q16. How many pairs of sneakers and running shoes do you currently own?

athleisure style 40%↑ vs 19%↓Q8R. NET strongly agree: A I like to wear exercise clothes when I just want to feel comfortable.

Q8R. NET agree: I’ve always been an athletic person.

Q8R. strongly agree: I like the way being physically active makes me feel.

Q8R. NET agree: One of my problems is motivating myself to exercise.

about sneaker freakerscare about their appearance

exercise to look attractive 40%↑ vs 16%↓

like to look stylish to exercise 33%↑ vs 7%↓

notice what workout clothes people wear 33%↑ vs 75↓

look at the workout clothes celebrity wear 33%↑ vs 7%↓

feel more athletic with sneakers on 36%↑ vs 16%↓

Q8R NET Agree: I notice what workout clothes other people I see are wearing.

Q8R NET strongly agree: I exercise so that I look attractive.

Q8R NET agree: I watch what workout clothes celebrities wear.

Q8R NET strongly agree: when I put on my sneakers/athletic shoes, I feel more athletic than before I put them on

Q8R NET strongly agree: I like to look stylish when I workout.

current brand perception

main brand characteristics

reliable

bold

exciting

inclusive

reliablestrong well regarded

good quality

nike 12

adidas 6 converse

-11

adidas 7

converse -7

nike -2adidas

7

converse -12

nike 0

adidas survey: Q20/21 is strong adidas survey: Q20/21 is high quality adidas survey: Q20/21 is a well regarded brand

boldright amount of aggression

pushy

nike 20adidas

6

nike -4

converse -4

nike 6

adidas 2

converse 2

only cares about winning

adidas 5

converse -8

adidas survey: Q22/23 is someone who has just the right amount of aggression

adidas survey: Q22/23 he/she enjoys pushing people’s buttons a little bit

adidas survey: Q20/21 he/she only care about winning

excitinga night with a little bit of danger

lives for the moment

nike 8

nike 11

converse 0

adidas 3

converse 3

can improve your game

adidas 6

converse -13adidas

3

nike 2

adidas survey: Q24 brand party adidas survey: Q22/23 is someone who has just the right amount of aggression

adidas survey: Q22/23 is someone who has just the right amount of aggression

inclusivefor everyday athlete

beyond athletes, rockers and rappers

converse -13

adidas 9

converse 7 true to self

converse 6

adidas 7

nike 7

nike 3

adidas 1

nike -10

adidas survey: Q20/21 Is for everyday athletes adidas survey: Q24 beyond athletes, rappers and rockers wear me

adidas survey: Q22/23 Is true to them self

insight

evidence for insight

- Schlegel, Rebecca J, Hicks, Joshua A, King, Laura A, Arndt, Jamie,   Personality and Social Psychology Bulletin

"The essence of who a person really is has been labeled the “true self,” and an emerging area of research suggests that this self-concept plays an important role in the creation of a fulfilling experience."

- Mark Twain

“Challenges make life interesting, however, overcoming them is what makes life meaningful.”

people want to be challenged without changing who they are

insight

positioning statement

adidas

for your everyday edge

your everyday edge: taking your first step

your everyday edge:reach your peak

your everyday edge:

spread your wings

your everyday edge:your everyday edge:

liberate your style

your everyday edge:

find your balance

your everyday edge:make your moment

make your markyour everyday edge:

thank you.