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Adidas
is a multinational sporting goods company, headquartered in
Herzogenaurach, Germany. It is located within the textile industry.
 His original name Gebrüder Dassler Adidas
Schuhfabrik was created by Adolf Dassler (Adi) along
with his brother Rudolf Dassler in the early 1920's.
 Both managed to place their products on the German
team athletics in 1936.
 During the war, produced the famous Panzerschreck
(German bazooka). Rudi was mobilized, while Adi stayed
in Germany.
Soon we had problems.
(Adi Dassler)
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Rudi Dassler founded his own factory, PUMA AG in 1948. As a result, Adi Dassler took control
of the company and decided to rename the company as "adidas”.
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In 1950. Adidas was already a household name in Germany but worldwide would know the brand,
when in the World Cup in 1954 the German team played the final with Adidas boots.
 During the next years, Adolf Dussler was a pioneer in
using the highest sports stars to advertise their products as:
Muhammed Ali, Jesse Owens and Pelé.
 Next to his son, Horst, managed to
create an empire that reached its peak until
the late 80's.
After the death of Adi Dassler in 1978, his son was the head of Adidas. Horst was only
president until 1987, when he died at age 51. After this event, the company began to go through
a serious crisis, mainly due to the thrust of Nike.
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 In 1990. Adidas was bought by Bernard Tapie for € 244 millions. However, he went bankrupt
in 1992 and the Credit Lyonnais Banks sold Adidas to Robert Louis Dreyfus.
As CEO of the company, he manages to restructure the company and be among one of
the big four: Nike, Reebok, Puma and Adidas.
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 In 1997. Adidas buys French manufacturer Salomon ski equipment and create Adidas-Salomon AG.
 In 2001. Herbert Hainer takes over as CEO of the company.
 In 2002. Adidas-Salomon is the first sports brand to launch the Customization Experience. Customers
of Adidas products create and devise their ideal products.
 In 2004. Adidas launched the first microprocessor running shoe, “the adidas 1”, the result of over 20
years of development.
 In 2005. Adidas announced the sale of the company Salomon Group for € 485 million to the
company Amer Sports of Finland. That same year, Adidas bought Reebok for 3.8 billion dollars,
competing with Nike in USA.
 In 2006. Adidas announced an agreement for eleven years, to be the official apparel supplier
of the NBA. And with famous players as: Kevin Garnett, Tim Duncan, Tracy Mcgrady, Derrick
Rose and Emanuel Ginobili.
 Actually, Adidas captures more attention than his main competitor, Nike.
The culture that contains the basic principles of this organization is presented through three types:
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Vision: "Our passion for sport can contribute to a better world“.
Mission: "Being the world's leading brand sporting products"
Values: Performance, Passion, Integrity and
Diversity.
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Analysis of Adidas's corporate identity will be assumed by his behaviour, procedure
commercials and marketing tactics.
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Marketing: Market strategies, sales, market research, market positioning and the use of a
set of tools aimed at customer satisfaction.
This aspect of marketing is presented with four tools also known as the Four P Grundy:
product, price, distribution and advertising or promotion square.
 Products. It is currently the European leader in sporting products (footwear, apparel and
accessories). These products are found throughout the world, his distinctive "three
stripes" appear in both high-level sports competitions, streets and shops.

Prices. Acording to users the prices are appropriated to the quality, comfort, durability and design.
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Distribution. Means that the product is accessible. Adidas seeks differentiation, each product in the
right place. The outlets are essential where customers take 50% of purchasing decisions. Adidas is
the first brand to launch the Customization Experience.
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Advertising or promotion. Adidas has partnerships with football federations of countries (Spain,
Korea, Germany, Argentina, etc.) with clubs (Real Madrid, AC Milan, Liverpool, Chelsea, etc.).
Also sponsors sporting events as FIFA World Cup, UEFA Champions
League, Tour France and Olimpic Games.
 Publicity and Communication. In this section the most important elements are their slogans:
“Adidas is all in” and “Impossible is Nothing”. Their advertising campaigns are in high
demand and get attract a large number of clients.
 The brand is carried around the world thanks to celebrities as: David Beckham, Zinedine
Zidane, Lionel Messi, Derrick Rose, Katy Perry, Maria Sharapova, etc.
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The brand is divided into three styles of clothing:
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Adidas Originals.
Adidas Perfomance.
Adidas Style.
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Dedicated to clothing (jeans, sweaters, shirts, etc.). This category began to be
marketed in 1977. The logo is formed by a species of maple leaf.
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Dedicated to all kinds of sportswear (shirts, socks, boots, balls, etc.). The logo consists of
three vertical stripes. Here Adidas works with different sports:
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Basket. Equip a lot of NBA players. Its most famous product is Adizero CrazyLight D.Rose 2.
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Football. The most important products in this section are the F50, Predator and Adipure. We can
also find the brand in football clubs and nations.
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Tennis & Golf. Adidas takes over some of its previous products and redesigned to provide the
highest quality to customers in these two sports.
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Running. Adidas offers customized training for consumes. It focuses their products on the cotidian
sport.
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Training. In this section, Adidas has a wide range of products for sports training
and improvement. Their most popular products are: TechFit, Clima, Clima Pace, Adiscape,
Perfoamnce Essentials and Adizero trainer.
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Women. Adidas has a range exclusively for women, as VRV, Adilibria, Clima365 and Adizero.
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It is the combination of Adidas Originals and Perfomance. It offers more exclusivity
among their products. They are divided into:
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Adidas NEO Label. Designed for young audiences.
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Adidas Y-3. The brand seeks the latest fashion trends. Their main customers are women.
Model 1.
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Model 2.
Adidas Porsche Design Sport. Engineered luxury sportswear. Focused on the male audience. It is
divided into five categories:
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Driving.
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Water / Snow.
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Golf.
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Running/Fitness and Tennis.
o
Adidas is the brand leader in sporting goods in Europe and second in
the world. Continues to grow as this year is estimated to increase profits despite
the global crisis stronger. So Adidas will continue to offer quality, comfort and
design in all products.
Ivan Castro Rodera.